Antecedentes de gera????o de boca-a-boca eletr??nica pelos clientes de pacotes de viagens

• Ano de defesa: 2015
• Autor(a) principal: Ramos, Andr?? Luiz
• Orientador(a): Freire, Ot??vio Bandeira de Lam??nica
• Banca de defesa: Bido, Di??genes de Souza , Cappelozza, Alexandre , Freire, Ot??vio Bandeira De Lam??nica , Urdan, Andr?? Torres , Silva, Filipe Quevedo Pires de Oliveira e
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Nove de Julho
• Programa de Pós-Graduação: Programa de P??s-Gradua????o em Administra????o
• Departamento: Administra????o
• País: Brasil
• Palavras-chave em Português: marketing digital; experi??ncia do consumidor; atitude; inten????o; turismo; modelagem de equa????es estruturais
• Palavras-chave em Inglês: digital marketing; consumer experience; attitude; intention; tourism; structural equation modeling
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://bibliotecatede.uninove.br/handle/tede/1447

The electronic word of mouth ??? eWOM ??? has increasingly become an important communication tool in the market, but still, the antecedents leading consumers to adopt such tool are still receiving limited attention. This study aims to review the underlying antecedents of this decision-making process from a conceptual descriptive model. It was tested four key influential antecedents on the behavior of travel package consumers in terms of their e-word-of-mouth use: acceptance of electronic communication technology, quality of consumer???s experience, subjective norms, and drivers for internet use. After a questionnaire validation from a sample with 417 respondents, it was estimated the relations among the constructs and assessed the mediation of construct attitude. Results pointed out that the subjective norms and the acceptance of electronic communication technology can be antecedents to the drivers of internet use, which together with quality of consumer???s experience are prior to the attitude, confirmed as mediator for e-word-of-month usage intention. The study is exclusively focused on the travel package context, being recommended studies in other sectors as well as other distinct targets to extend the understanding of such relations.