Influenciador versus o poder da multidão: uma investigação sobre a influência social na era digital
DOI:
https://doi.org/10.18046/j.estger.2021.161.4498Palavras-chave:
recomendações de líderes de opinião, consumer reviews, influência social, desenho experimental, experiência de compras on-lineResumo
As recomendações de líderes de opinião (OL' eWOM) e as Online Consumer Reviews (OCR) são as duas formas mais importantes para conhecer as novas marcas na Internet. Esta pesquisa analisou qual fonte fornece informações mais confiáveis: OL' eWOM ou OCR. Uma amostra de 146 estudantes universitários foi dividida aleatoriamente em três grupos (OL, OCR, Grupo de controle) em um experimento on-line. Os dados foram analisados com uma Análise de variância não paramétrica com o teste Omnibus Kruskal- Wallis entre grupos. Os resultados demonstraram que os OCR são uma fonte de informação mais útil do que OL' eWOM, e quando a experiência de compra do consumidor foi incluída, esta influência é ainda mais forte. Os consumidores com menos experiência em compras on-line podem ser influenciados pelas OL' eWOM.
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