Internet Purchase Decision: An Analysis from Time of Social Media Use and Interactive with Brand

Detalhes bibliográficos
Autor(a) principal: Menegatti, Maicon Souza
Data de Publicação: 2017
Outros Autores: Ribeiro, Ivano, Meneghatti, Marcelo Roger, Serra, Fernando Antonio Ribeiro
Tipo de documento: Artigo
Idioma: por
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/12165
Resumo: Several variables that can motivate or inhibit a purchase decision in e-commerce still deserve investigation. In this article, we specifically analyze the influence of the perception of time of use in social media and the level of interactivity with the brand on declared online purchases. The research was conducted with99 questionnaires completed bysocial media users through the snowball method. From multiple linear regressionmodels two research hypotheses were tested. The results provide strong evidence that the degree of interactivity with the brand with positive and significant influencesdeclared in online purchases.We also verified that the perception of time of use in social media does not affectthe purchase process. These results further the understanding of the potential factors that explain online shopping behavior, which is the main contribution of this paper.
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spelling Internet Purchase Decision: An Analysis from Time of Social Media Use and Interactive with BrandDecisão de Compras Pela Internet: Uma Análise a Partir do Tempo de Utilização de Mídias Sociais e da Interatividade com a MarcaOnline Market; Social Networks; Consumer Decision Process.Mercado Online; Redes Sociais; Decisão de Compra.Several variables that can motivate or inhibit a purchase decision in e-commerce still deserve investigation. In this article, we specifically analyze the influence of the perception of time of use in social media and the level of interactivity with the brand on declared online purchases. The research was conducted with99 questionnaires completed bysocial media users through the snowball method. From multiple linear regressionmodels two research hypotheses were tested. The results provide strong evidence that the degree of interactivity with the brand with positive and significant influencesdeclared in online purchases.We also verified that the perception of time of use in social media does not affectthe purchase process. These results further the understanding of the potential factors that explain online shopping behavior, which is the main contribution of this paper.Diversas variveis que podem motivar ou inibir a realizao de uma compra no comrcio eletrnico ainda merecem investigaes. Neste artigo analisamos especificamente a influncia da percepo de tempo de utilizao de mdias sociais e o grau de interatividade com a marca sobre as compras declaradas pela internet. A investigao foi realizada a partir de 99 questionrios aplicados a usurios de mdias sociais por meio do mtodo bola de neve. A partir de modelos de regresso linear mltipla foram testadas duas hipteses de pesquisa. Os resultados fornecem fortes indcios de que o grau de interatividade com a marca influencia de forma positiva e significante a compra declarada pela internet, verificamos tambm que a percepo do tempo de utilizao das mdias sociais no interfere na compra. Estes resultados ampliam a compreenso sobre os potenciais fatores que explicam o comportamento de compras online, sendo esta a principal contribuio deste artigo.Universidade Nove de Julho - Uninove2017-03-31info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1216510.5585/remark.v16i1.3353ReMark - Revista Brasileira de Marketing; v. 16, n. 1 (2017): Janeiro - Março; 41-542177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12165/5810Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessMenegatti, Maicon SouzaRibeiro, IvanoMeneghatti, Marcelo RogerSerra, Fernando Antonio Ribeiro2022-01-18T15:55:29Zoai:https://periodicos.uninove.br:article/12165Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2022-01-18T15:55:29REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv Internet Purchase Decision: An Analysis from Time of Social Media Use and Interactive with Brand
Decisão de Compras Pela Internet: Uma Análise a Partir do Tempo de Utilização de Mídias Sociais e da Interatividade com a Marca
title Internet Purchase Decision: An Analysis from Time of Social Media Use and Interactive with Brand
spellingShingle Internet Purchase Decision: An Analysis from Time of Social Media Use and Interactive with Brand
Menegatti, Maicon Souza
Online Market; Social Networks; Consumer Decision Process.
Mercado Online; Redes Sociais; Decisão de Compra.
title_short Internet Purchase Decision: An Analysis from Time of Social Media Use and Interactive with Brand
title_full Internet Purchase Decision: An Analysis from Time of Social Media Use and Interactive with Brand
title_fullStr Internet Purchase Decision: An Analysis from Time of Social Media Use and Interactive with Brand
title_full_unstemmed Internet Purchase Decision: An Analysis from Time of Social Media Use and Interactive with Brand
title_sort Internet Purchase Decision: An Analysis from Time of Social Media Use and Interactive with Brand
author Menegatti, Maicon Souza
author_facet Menegatti, Maicon Souza
Ribeiro, Ivano
Meneghatti, Marcelo Roger
Serra, Fernando Antonio Ribeiro
author_role author
author2 Ribeiro, Ivano
Meneghatti, Marcelo Roger
Serra, Fernando Antonio Ribeiro
author2_role author
author
author
dc.contributor.author.fl_str_mv Menegatti, Maicon Souza
Ribeiro, Ivano
Meneghatti, Marcelo Roger
Serra, Fernando Antonio Ribeiro
dc.subject.por.fl_str_mv Online Market; Social Networks; Consumer Decision Process.
Mercado Online; Redes Sociais; Decisão de Compra.
topic Online Market; Social Networks; Consumer Decision Process.
Mercado Online; Redes Sociais; Decisão de Compra.
description Several variables that can motivate or inhibit a purchase decision in e-commerce still deserve investigation. In this article, we specifically analyze the influence of the perception of time of use in social media and the level of interactivity with the brand on declared online purchases. The research was conducted with99 questionnaires completed bysocial media users through the snowball method. From multiple linear regressionmodels two research hypotheses were tested. The results provide strong evidence that the degree of interactivity with the brand with positive and significant influencesdeclared in online purchases.We also verified that the perception of time of use in social media does not affectthe purchase process. These results further the understanding of the potential factors that explain online shopping behavior, which is the main contribution of this paper.
publishDate 2017
dc.date.none.fl_str_mv 2017-03-31
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
Peer-reviewed Article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/12165
10.5585/remark.v16i1.3353
url https://periodicos.uninove.br/remark/article/view/12165
identifier_str_mv 10.5585/remark.v16i1.3353
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/12165/5810
dc.rights.driver.fl_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 16, n. 1 (2017): Janeiro - Março; 41-54
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
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