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Abstract(s)
consumidor junto aos consumidores de telemóveis, localizados em Portugal. A pesquisa tem com objetivo geral analisar como a marca influencia relativo às determinantes de compra do consumidor deste eletrónico no país.
Foram explorados onze fatores identificados como influenciadores no comportamento do consumidor e proposto um modelo conceptual inovador com onze ligações envolvidas entre si. A pesquisa deste modelo foi verificada através de um formulário online, a qual foram recolhidas 631 respostas sobre as hipóteses de investigação identificadas, com o objetivo de identificar os fatores que influenciam durante a compra de telemóveis.
Os resultados demonstrados foram satisfatórios, pois foi comprovado alguns elementos que influenciam o consumidor, assim como a influência da marca e o processo decisivo, entre estes o destacam-se que todas as hipóteses foram validadas, exceto a influencia social que não tem correlação significativa com a motivação hedónica. Também um telemóvel com características sustentáveis não tem significância estatística com a motivação hedónica. Destacam-se que o word-of-mouth explicado é influenciado pela motivação hedónica e utilitária. O brand equity não tem tamanha motivação pela motivação hedónica e utilitária. Ficou comprovado também que a qualidade de um produto é o que tem maior relevância em sua decisão com relação a motivação utilitária. O word-of-mouth tem maior poder de influencia em sua decisão com base na motivação utilitária. Há relevância significativa que o brand equity possui influencia de decisão com a motivação utilitária. Determinou-se também que a Apple, Samsung e a Xiaomi são as marcas que apresentam maior valor e preferência direcionado ao cliente.
Logo, esta pesquisa traz amplas contribuições a nível investigatório, empresarial e comportamental, pois a mesma direciona uma melhor compreensão do comportamento do consumidor e fornece informações valiosas de que modo os clientes escolhem e avaliam os telemóveis.
This research deals with consumer behavior among cell phone consumers in Portugal. The general objective of the research is to analyze how the brand influences the determinants of consumer purchase of this electronic device in the country. Eleven factors identified as influencing consumer behavior were explored and an innovative conceptual model was proposed with eleven links involved between them. The research on this model was verified through an online form, which collected 631 responses on the research hypotheses identified, with the aim of identifying the factors that influence the purchase of cell phones. The results were satisfactory, as some of the elements that influence the consumer were proven, as well as the influence of the brand and the decision-making process, including the fact that all the hypotheses were validated, with the exception of social influence, which has no significant correlation with hedonic motivation. Also, a cell phone with sustainable features has no statistical significance with hedonic motivation. It should be noted that the word-of-mouth explained is influenced by hedonic and utilitarian motivation. Brand equity is not as motivated by hedonic and utilitarian motivation. It has also been shown that the quality of a product is the most important factor in their decision with regard to utilitarian motivation. Word-of-mouth has a greater influence on their decision based on utilitarian motivation. Brand equity has a significant influence on decisions based on utilitarian motivation. It was also determined that Apple, Samsung and Xiaomi are the brands with the greatest value and preference directed at the customer. Therefore, this research makes a broad contribution at the research, business and behavioral levels, as it provides a better understanding of consumer behavior and valuable information on how customers choose and evaluate cell phones.
This research deals with consumer behavior among cell phone consumers in Portugal. The general objective of the research is to analyze how the brand influences the determinants of consumer purchase of this electronic device in the country. Eleven factors identified as influencing consumer behavior were explored and an innovative conceptual model was proposed with eleven links involved between them. The research on this model was verified through an online form, which collected 631 responses on the research hypotheses identified, with the aim of identifying the factors that influence the purchase of cell phones. The results were satisfactory, as some of the elements that influence the consumer were proven, as well as the influence of the brand and the decision-making process, including the fact that all the hypotheses were validated, with the exception of social influence, which has no significant correlation with hedonic motivation. Also, a cell phone with sustainable features has no statistical significance with hedonic motivation. It should be noted that the word-of-mouth explained is influenced by hedonic and utilitarian motivation. Brand equity is not as motivated by hedonic and utilitarian motivation. It has also been shown that the quality of a product is the most important factor in their decision with regard to utilitarian motivation. Word-of-mouth has a greater influence on their decision based on utilitarian motivation. Brand equity has a significant influence on decisions based on utilitarian motivation. It was also determined that Apple, Samsung and Xiaomi are the brands with the greatest value and preference directed at the customer. Therefore, this research makes a broad contribution at the research, business and behavioral levels, as it provides a better understanding of consumer behavior and valuable information on how customers choose and evaluate cell phones.
Description
Keywords
Comportamento do consumidor Marca Determinantes de compra Brand equity Consumer behavior Determinants of purchase Brand