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Abstract(s)
No decorrer de vários anos, as empresas sofreram transformações na forma como
atuam e divulgam os seus produtos e serviços, quer seja de maneira online e/ou offline.
Fruto da evolução, o setor do turismo não ficou de fora, e por consequência viu-se
obrigado a adpatar-se aos novos paradigmas, como forma de diferenciar-se e garantir uma
vantagem competitiva. Eis que surgem novas plataformas inovadoras, tais como a
Booking e o TripAdivsor que agregam vários serviços e que os consumidores turísticos
utilizam cada vez mais para planearem e realizarem as suas reservas de alojamentos. Com
o aparecimento dessas plataformas e do maior uso por parte dos consumidores, emergiu
paralelamente o Consumer Generated Media (CGM), aumentando exponencialmente e
exercendo uma grande influência no processo de reserva de um alojamento turístico.
A presente investigação passa por investigar os antecedentes que influenciam a
confiança online no CGM na plataforma Booking e perceber se essa confiança online no
CGM afeta o comportamento do consumidor de viagens da mesma plataforma, fazendo
com que este adote as recomendações e pratique o word-of-mouth. Assim sendo, esta
assenta numa análise quantitativa por meio de um inquérito por questionário, baseado no
modelo denominado de Trust Building Model. Este modelo está dividido em três
principais categorias: antecedentes baseados no website, na empresa e no cliente já testado
por Filieri, Alguezaui, & McLeay (2015).
Concluiu-se que a credibilidade da fonte percebida, a qualidade da informação,
qualidade percebida do website, a satisfação do utilizador com experiências anteriores e
a experiência e conhecimento do mesmo, são os antecedentes que afetam a confiança
online no CGM. Para além destes antecedentes, a adoção das recomendações e o WOM
são os consequentes da confiança online no CGM, que afetam o comportamento do
consumidor.
Over several years, companies have undergone transformations in the way they operate and advertise their products and services, whether online or offline. As a result of the evolution, the tourism sector wasn´t left out and, consequently, was forced to draw to the new paradigms as a way of differentiating itself and guaranteeing a competitive advantage. This is where innovative new platforms such as Booking and TripAdivsor emerge, that aggregate various services and which tourist consumers are increasingly using to plan and book their accommodation. With the emergence of these platforms and the increased use by consumers, Consumer Generated Media (CGM) emerged in parallel, increasing exponentially and exerting a major influence on the process of booking a tourist accommodation. This research examines the background that influences CGM's online trust in the Booking platform and whether this online confidence in CGM affects travel consumer behavior on the same platform, making them adopt recommendations and practice wordof- mouth. Therefore, it is based on a quantitative analysis through a questionnaire survey, based on the model called the Trust Building Model. This model is divided into three main categories: website, company, and client-based backgrounds already tested by Filieri, Alguezaui, & McLeay (2015). It was concluded that the credibility of the perceived source, the quality of the information, the perceived quality of the website, the user satisfaction with previous experiences and the experience and profiency are the antecedents that affect the online trust in CGM. Beyond this antecedents, adoption of the recommendations and WOM are the consequences of online trust in CGM, which affects consumer behavior.
Over several years, companies have undergone transformations in the way they operate and advertise their products and services, whether online or offline. As a result of the evolution, the tourism sector wasn´t left out and, consequently, was forced to draw to the new paradigms as a way of differentiating itself and guaranteeing a competitive advantage. This is where innovative new platforms such as Booking and TripAdivsor emerge, that aggregate various services and which tourist consumers are increasingly using to plan and book their accommodation. With the emergence of these platforms and the increased use by consumers, Consumer Generated Media (CGM) emerged in parallel, increasing exponentially and exerting a major influence on the process of booking a tourist accommodation. This research examines the background that influences CGM's online trust in the Booking platform and whether this online confidence in CGM affects travel consumer behavior on the same platform, making them adopt recommendations and practice wordof- mouth. Therefore, it is based on a quantitative analysis through a questionnaire survey, based on the model called the Trust Building Model. This model is divided into three main categories: website, company, and client-based backgrounds already tested by Filieri, Alguezaui, & McLeay (2015). It was concluded that the credibility of the perceived source, the quality of the information, the perceived quality of the website, the user satisfaction with previous experiences and the experience and profiency are the antecedents that affect the online trust in CGM. Beyond this antecedents, adoption of the recommendations and WOM are the consequences of online trust in CGM, which affects consumer behavior.
Description
(Esta versão contém as críticas e sugestões dos elementos do júri.)
Keywords
Booking Confiança online Consumer Generated Media Trust building model Online trust