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Authors
Abstract(s)
O grande desenvolvimento da Internet na década de 1990 favoreceu o surgimento e o crescimento do comércio eletrônico. Nesse campo, desde 2010 os serviços de streaming vêm ganhando espaço. Dentre as várias empresas do ramo, é a Netflix que, atualmente, lidera o seguimento, ostentando cerca de 151 milhões de assinaturas pagas em 190 países. No Brasil e em Portugal, as popularidades da empresa também são perceptíveis. Importa assim compreender o comportamento dos consumidores da Netflix nos dois países. Quanto ao objetivo principal desta dissertação, é o de perceber a conduta de consumidores de serviços da Netflix no Brasil e em Portugal com base nos modelos de comportamento de consumo e de decisão de compra propostos por Kotler & Keller (2012), Turban et al. (2015) e Laudon & Traver (2017). Esta dissertação se caracteriza como um estudo de caso e se baseia em dois fatores principais. O primeiro fator é seu assentamento em pressupostos teóricos de autores renomados nas áreas de administração, marketing e comércio eletrônico, como Kotler & Keller (2012) e, principalmente, King, Lee, Liang, Turban & Turban (2015) e Laudon & Traver (2017). O segundo fator são os dados coletados a partir de um questionário digital disponibilizado aos públicos brasileiro e português, que gerou uma amostra não-probabilística, trabalhada nos aplicativos Microsoft Excel e IBM SPSS (Statistical Package for the Social Sciences). As respostas válidas dessa amostra (210 brasileiros e 38 portugueses) foram analisadas em uma abordagem quantitativo-qualitativa utilizando-se de estatísticas descritivas e conforme os aspectos metodológicos da Análise de Conteúdo segundo Bardin (2011). Desse modo, estudamos os comportamentos de consumo de usuários da Netflix das duas nacionalidades. Nesse processo analítico, os dados indicaram uma preferência por filmes, pelos dois grupos de consumidores, e um elevado grau de satisfação em relação à Netflix, indicando até uma recomendação dos serviços da empresa, sem ressalvas, a membros mais próximos aos usuários, como familiares e amigos.
The great development of the Internet in the 1990s favored the emergence and growth of e-commerce. In this field, since 2010 streaming services have been gaining ground. Among the many companies in the industry, Netflix is currently leading the follow-up, boasting about 151 million paid subscriptions in 190 countries. In Brazil and Portugal, the company's popularities are also noticeable. However, it is clear that the forms of consumption of services of this organization differ in these countries. So, it is important to understand the behavior of the consumers in both countries. As for the main objective of this work, it is to know the behavior of Netflix users in Brazil and Portugal based on the consumption behavior and purchase decision models proposed by Kotler & Keller (2012), Turban et al. (2015) and Laudon & Traver (2017). This dissertation is characterized as a case study and is based on two main factors. The first factor is its reliance on theoretical assumptions from renowned authors in the areas of administration, marketing and e-commerce, such as Kotler & Keller (2012) and especially King, Lee, Liang, Turban & Turban (2015) and Laudon & Traver (2017). The second factor is the data collected from a digital questionnaire made available to the Brazilian and Portuguese public, which generated a non-probabilistic sample, worked with Microsoft Excel e IBM SPSS (Statistical Package for the Social Sciences). Valid responses from this sample (210 Brazilians and 38 Portuguese) were analyzed using a quantitative-qualitative approach using descriptive statistics and according to the methodological aspects of Content Analysis according to Bardin (2011). In this way, we study the consumer behavior of Netflix users of both nationalities. In this analytical process, the data indicated a preference for films by both consumer groups, and a high degree of satisfaction with Netflix, indicating up to a recommendation of the company's services, unqualified, to members closest to users, such as family and friends.
The great development of the Internet in the 1990s favored the emergence and growth of e-commerce. In this field, since 2010 streaming services have been gaining ground. Among the many companies in the industry, Netflix is currently leading the follow-up, boasting about 151 million paid subscriptions in 190 countries. In Brazil and Portugal, the company's popularities are also noticeable. However, it is clear that the forms of consumption of services of this organization differ in these countries. So, it is important to understand the behavior of the consumers in both countries. As for the main objective of this work, it is to know the behavior of Netflix users in Brazil and Portugal based on the consumption behavior and purchase decision models proposed by Kotler & Keller (2012), Turban et al. (2015) and Laudon & Traver (2017). This dissertation is characterized as a case study and is based on two main factors. The first factor is its reliance on theoretical assumptions from renowned authors in the areas of administration, marketing and e-commerce, such as Kotler & Keller (2012) and especially King, Lee, Liang, Turban & Turban (2015) and Laudon & Traver (2017). The second factor is the data collected from a digital questionnaire made available to the Brazilian and Portuguese public, which generated a non-probabilistic sample, worked with Microsoft Excel e IBM SPSS (Statistical Package for the Social Sciences). Valid responses from this sample (210 Brazilians and 38 Portuguese) were analyzed using a quantitative-qualitative approach using descriptive statistics and according to the methodological aspects of Content Analysis according to Bardin (2011). In this way, we study the consumer behavior of Netflix users of both nationalities. In this analytical process, the data indicated a preference for films by both consumer groups, and a high degree of satisfaction with Netflix, indicating up to a recommendation of the company's services, unqualified, to members closest to users, such as family and friends.
Description
Keywords
Comércio Eletrónico Netflix Streaming Comportamento de consumo E-commerce Consumer behavior