Vulnerabilidade situacional afetando a intenção comportamental: um estudo no setor de serviços automotivos

• Ano de defesa: 2013
• Autor(a) principal: Artoni, Patricia Regina Caldeira Daré
• Orientador(a): Brito, Eliane Pereira Zamith, Vieira, Valter Afonso
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Palavras-chave em Português: Vulnerabilidade; Autoeficácia; Intenção comportamental; Análise de ameaça
• Palavras-chave em Inglês: Vulnerability; Self-efficacy; Behavioral intentions; Threat analysis
• Link de acesso: https://hdl.handle.net/10438/11104

Considering the evolution in research and theory of the psychology of risk and, in particular, from the perspective of risk as feelings (emphasizing the interaction between cognition and emotion on threat analysis), this thesis proposes and tests a conceptual model with focus on the influences of vulnerability on consumer response to automobile services. This study hypothesized that self-efficacy reduces or eliminates the vulnerability‟s effect on behavioral intentions. The lack of research on feelings of vulnerability in services consumption, specifically those not related to health as are the maintenance automotive services, and the lack of studies linking vulnerability and behavioral intentions to service purchase, stimulated this research. The impact of the three antecedents of threat analysis (perceived risk, risk as feelings and perceived severity) has been tested in a single model with self-efficacy on behavioral intention in the specific context of service consumption. The measurement proposed model was evaluated for dimensionality, validity and reliability by using confirmatory factor analysis; subsequently evaluated the causal hypotheses proposed in the model of full structural equation. The model was estimated and in one samples (ns = 202). Data were collected through an transverse online survey and research findings confirm the hypotheses that (1) the perceived risk and self-efficacy affect vulnerability. The hypotheses of (2) relationship between service failure severity and perceived risk or vulnerability were not supported. Implications for the theory and management are discussed. These findings help to understand the results of studies conducted in the U.S. in recent decades, offer a theoretical contribution to the understanding of the phenomenon of vulnerability, validate a scale to measure the phenomenon applied to services in the Brazilian context and reinforce the importance of considering self-efficacy for generalizations. From the perspective of management, the study shows that vulnerability influences business performance of automotive service companies, since it negatively influences the positive recommendation and maintaining business relationships. The findings suggest that managers of service companies should endeavor to reduce the vulnerability of the consumer through information that assist in the negotiation and evaluation of the service to minimize uncertainties.