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Advisor(s)
Abstract(s)
Num contexto em que as redes sociais e as compras online são uma constante na vida dos
consumidores, os hábitos comportamentais têm sofrido mutações. A interação social ultrapassa
todos os dias as barreiras pessoais e cada vez mais as pessoas dão e recebem informações
várias à distância de um click. A influência que os consumidores exercem entre si não é só
evidente nas compras online, como também noutras atividades comerciais, sendo por isso muito
importante conhecer o comportamento de quem tem tanto poder.
O objetivo da investigação é o de contribuir para uma melhor compreensão do que leva os
utilizadores das redes sociais a participar no Social Commerce, conhecendo em detalhe o seu
perfil, comportamentos e motivações. Com base na revisão de literatura, foi desenvolvido um
modelo concetual onde foram identificadas as principais variáveis (apoio informacional; apoio
emocional; constructos de Social Commerce; valores utilitários; valores hedónicos; satisfação;
intenção de participação) que interferem na intenção de participar no Social Commerce.
A partir de um questionário online, obtiveram-se 140 respostas válidas que permitiram a realização
de um estudo quantitativo em que foram aplicados diversos tratamentos estatísticos. Os
resultados do estudo mostram que o perfil do utilizador são jovens ativos e digitalmente
informados que participam e valorizam ativamente a interação social como forma de ajuda mútua.
Os principais comportamentos dos consumidores nas redes sociais são de socialização, de
obtenção de informações e ajudas imediatas. As avaliações de terceiros e os fóruns são tipos de
social commerce muito utilizados para aquisição de produtos mais técnicos e de serviços.
A validação das hipóteses do modelo teórico permite concluir que as variáveis apoio informacional,
apoio emocional, apoio social, constructos de Social Commerce, valores utilitários, valores
hedónicos, motivação e satisfação influenciam positivamente a intenção de participar no SC.
In a context where social networks and online shopping are a constant in the lives of modern-day consumers, behavioral habits are changing. Social interaction overcomes personal barriers every day as more and more people give and receive information at a mouse click's distance. The influence that consumers have amongst each other is obvious not only in online shopping but also other commercial activities, bringing a sense of urgency to get to know the behavior of those who have so much power. The purpose of this research is to better understand what leads to the intention to participate in Social Commerce, by getting to know consumer behaviors, motivations, and profiles. Theoretical perspectives were investigated and studied to perceive the factors that influence this intention. Based on this, a conceptual model was developed and the following variables were identified - Informational support; Emotional support; Constructs of Social Commerce; Utilitarian values; Hedonic values; Satisfaction; Intent of Participation. An online survey was created which accomplished 140 valid replies. Next, a quantitative study of descriptive nature was made using the SPSS program to handle the obtained information and produce results. This survey, together with the literature review became the basis for the conceptual model. The results of the study show that the user profile are active and digitally informed young people who dynamically participate and value social interaction as a form of mutual help. On social networks the consumers’ main behavior is to seek for socialization, immediate information, and mutual help. Evaluations of third-parties and forums are highly used and recommended when it comes to the acquisition of technical products and services. The validation of the hypothesis allows us to conclude that the variables Informational support, Emotional support, Constructs of Social Commerce, Utilitarian values, Hedonic values and Satisfaction positively influences the intention to participate in Social Commerce.
In a context where social networks and online shopping are a constant in the lives of modern-day consumers, behavioral habits are changing. Social interaction overcomes personal barriers every day as more and more people give and receive information at a mouse click's distance. The influence that consumers have amongst each other is obvious not only in online shopping but also other commercial activities, bringing a sense of urgency to get to know the behavior of those who have so much power. The purpose of this research is to better understand what leads to the intention to participate in Social Commerce, by getting to know consumer behaviors, motivations, and profiles. Theoretical perspectives were investigated and studied to perceive the factors that influence this intention. Based on this, a conceptual model was developed and the following variables were identified - Informational support; Emotional support; Constructs of Social Commerce; Utilitarian values; Hedonic values; Satisfaction; Intent of Participation. An online survey was created which accomplished 140 valid replies. Next, a quantitative study of descriptive nature was made using the SPSS program to handle the obtained information and produce results. This survey, together with the literature review became the basis for the conceptual model. The results of the study show that the user profile are active and digitally informed young people who dynamically participate and value social interaction as a form of mutual help. On social networks the consumers’ main behavior is to seek for socialization, immediate information, and mutual help. Evaluations of third-parties and forums are highly used and recommended when it comes to the acquisition of technical products and services. The validation of the hypothesis allows us to conclude that the variables Informational support, Emotional support, Constructs of Social Commerce, Utilitarian values, Hedonic values and Satisfaction positively influences the intention to participate in Social Commerce.
Description
Versão final (Esta versão contém as críticas e sugestões dos elementos do júri)
Keywords
Social commerce Apoio social Valores utilitários Valores hedónicos Perfil Comportamento e motivações do utilizador Social commerce Behavior and motivation Social support Hedonic values Users’ profile Utilitarian values