Behavior of university students from public and private institutions in relation to the use of social networks: a comparative study
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Outros Autores: | , , , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Revista Brasileira de Contabilidade e Gestão |
Texto Completo: | https://www.revistas.udesc.br/index.php/reavi/article/view/16634 |
Resumo: | Nowadays social networks are a way of expressing themselves; few people have had them, however that ended up changing, and nowadays they have become a requirement, being used even by companies and becoming a competitive differential. The objective of the study is to analyze how social networks influence the behavior and buying attitude of university students from a public and a private institution. It was carried out by means of a bibliographic research and, regarding the methodology used, it is considered a quantitative study, by means of non- probabilistic sampling and by quotas in two higher education institutions, one public and the other private, with 100 university students. The main findings indicate that 70% of academics agree that social networks facilitate contact with the product; likewise, 70% consider it important that companies have social networks. On the other hand, 49% agree that social networks influence the time of purchase; and for 47% the stores offer sales facilities through them. Although, for 29% of academics, the security offered by social networks has only 29% approval, and only 15% believe that the quality of the product is the same as described on social networks. Finally, among the most used social networks for purchase are Whatsapp (48%), followed by Facebook (34%) and, lastly, Instagram (14%). As a contribution, it was possible to understand the behavior of academics, which is a young and more connected audience, what can help organizations create specific strategies according to the characteristics of this group. |
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Behavior of university students from public and private institutions in relation to the use of social networks: a comparative studyComportamiento de los universitarios de instituciones públicas y privadas en relación al uso de las redes sociales: un comparativoComportamento dos universitários de instituição pública e privada em relação ao uso das redes sociais: um comparativoRedes SociaisComportamento do ConsumidorCompras On-lineE-CommerceSocial NetworksConsumer BehaviorOnline ShoppingE-CommerceRedes SocialesComportamiento del ConsumidorCompras en LíneaNowadays social networks are a way of expressing themselves; few people have had them, however that ended up changing, and nowadays they have become a requirement, being used even by companies and becoming a competitive differential. The objective of the study is to analyze how social networks influence the behavior and buying attitude of university students from a public and a private institution. It was carried out by means of a bibliographic research and, regarding the methodology used, it is considered a quantitative study, by means of non- probabilistic sampling and by quotas in two higher education institutions, one public and the other private, with 100 university students. The main findings indicate that 70% of academics agree that social networks facilitate contact with the product; likewise, 70% consider it important that companies have social networks. On the other hand, 49% agree that social networks influence the time of purchase; and for 47% the stores offer sales facilities through them. Although, for 29% of academics, the security offered by social networks has only 29% approval, and only 15% believe that the quality of the product is the same as described on social networks. Finally, among the most used social networks for purchase are Whatsapp (48%), followed by Facebook (34%) and, lastly, Instagram (14%). As a contribution, it was possible to understand the behavior of academics, which is a young and more connected audience, what can help organizations create specific strategies according to the characteristics of this group.Actualmente, las redes sociales son un medio de expresarse; pocas personas las tenían, pero eso ha cambiado y, hoy en día, se han convertido en una exigencia, siendo utilizadas incluso por las empresas y convirtiéndose en un diferencial competitivo. El objetivo del estudio es analizar cómo las redes sociales influyen en el comportamiento y actitud de compra de los universitarios de una institución pública y otra privada. Se realizó a través de una investigación bibliográfica, siendo clasificado, en cuanto a la metodología utilizada, como un estudio cuantitativo, a través de un muestreo no probabilístico y por cuotas en dos instituciones de educación superior, una pública y otra privada, con 100 estudiantes universitarios. Los principales hallazgos indican que el 70% de los académicos están de acuerdo en que las redes sociales facilitan el contacto con el producto; del mismo modo, el 70% considera importante que las empresas tengan redes sociales. Por otro lado, el 49% está de acuerdo en que las redes sociales influyen en la hora de la compra y para el 47% las tiendas ofrecen facilidades de venta a través de ellas. A pesar de que la seguridad que ofrecen las redes sociales solo tiene un 29% de aprobación y un 15% solo cree que la calidad del producto es igual a la descrita en las redes sociales. Finalmente, entre las redes sociales más utilizadas para realizar compras se encuentran WhatsApp (48%), Facebook (34%) e Instagram (14%). Como contribución, fue posible entender el comportamiento de los académicos, que se trata de un público joven y más conectado, lo que puede ayudar a las organizaciones a crear estrategias específicas de acuerdo con la característica de ese grupo.Atualmente, as redes sociais são um meio de se expressar; poucas pessoas as tinham, contudo isso mudou e, hoje em dia, elas se tornaram uma exigência, sendo utilizadas até mesmo pelas empresas e se tornando um diferencial competitivo. O objetivo do estudo é analisar como as redes sociais influenciam o comportamento e atitude de compra dos universitários de uma instituição pública e outra privada. Foi realizado por meio de uma pesquisa bibliográfica, sendo classificada, quanto à metodologia utilizada, como um estudo quantitativo, mediante amostragem não probabilística e por cotas em duas instituições de ensino superior, uma pública e outra particular, com 100 universitários. Os principais achados indicam que 70% dos acadêmicos concordam que as redes sociais facilitam o contato com o produto; da mesma forma, 70% consideram importante que as empresas tenham redes sociais. Por outro lado, 49% concordam que as redes sociais influenciam na hora da compra e para 47% as lojas oferecem facilidades de vendas por meio delas. Muito embora, a segurança oferecida pelas redes sociais tenha apenas 29% de aprovação e 15% somente acreditem que a qualidade do produto é a mesma que a descrita nas redes sociais. Por fim, entre as redes sociais mais utilizadas para compra aparecem o Whatsapp (48%), o Facebook (34%) e o Instagram (14%). Como contribuição, foi possível entender o comportamento dos acadêmicos, que se trata de um público jovem e mais conectado, o que pode ajudar as organizações a criarem estratégias específicas de acordo com a característica desse grupo.Universidade do Estado de Santa Catarina — UDESC2020-08-12info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://www.revistas.udesc.br/index.php/reavi/article/view/1663410.5965/2316419009142020055Revista Brasileira de Contabilidade e Gestão; Vol. 9 No. 16 (2020); 055-068Revista Brasileira de Contabilidade e Gestão; Vol. 9 Núm. 16 (2020); 055-068Revista Brasileira de Contabilidade e Gestão; v. 9 n. 16 (2020); 055-0682764-747110.5965/2316419009142020reponame:Revista Brasileira de Contabilidade e Gestãoinstname:Universidade do Estado de Santa Catarina (UDESC)instacron:UDESCporhttps://www.revistas.udesc.br/index.php/reavi/article/view/16634/11716Copyright (c) 2020 REAVI - Revista Eletrônica do Alto Vale do Itajaíhttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessChiusoli, Claudio LuizPadilha, Alex Ferreira LeiteRodrigues, Ariani AparecidaRodrigues, Ariéli AparecidaSantos, Alex Junior dos2023-09-27T19:17:50Zoai::article/16634Revistahttps://www.revistas.udesc.br/index.php/reavi/indexPUBhttps://www.revistas.udesc.br/index.php/reavi/oairbceg.ceavi@udesc.br || paulo.barth@udesc.br2764-74712764-7471opendoar:2023-09-27T19:17:50Revista Brasileira de Contabilidade e Gestão - Universidade do Estado de Santa Catarina (UDESC)false |
dc.title.none.fl_str_mv |
Behavior of university students from public and private institutions in relation to the use of social networks: a comparative study Comportamiento de los universitarios de instituciones públicas y privadas en relación al uso de las redes sociales: un comparativo Comportamento dos universitários de instituição pública e privada em relação ao uso das redes sociais: um comparativo |
title |
Behavior of university students from public and private institutions in relation to the use of social networks: a comparative study |
spellingShingle |
Behavior of university students from public and private institutions in relation to the use of social networks: a comparative study Chiusoli, Claudio Luiz Redes Sociais Comportamento do Consumidor Compras On-line E-Commerce Social Networks Consumer Behavior Online Shopping E-Commerce Redes Sociales Comportamiento del Consumidor Compras en Línea |
title_short |
Behavior of university students from public and private institutions in relation to the use of social networks: a comparative study |
title_full |
Behavior of university students from public and private institutions in relation to the use of social networks: a comparative study |
title_fullStr |
Behavior of university students from public and private institutions in relation to the use of social networks: a comparative study |
title_full_unstemmed |
Behavior of university students from public and private institutions in relation to the use of social networks: a comparative study |
title_sort |
Behavior of university students from public and private institutions in relation to the use of social networks: a comparative study |
author |
Chiusoli, Claudio Luiz |
author_facet |
Chiusoli, Claudio Luiz Padilha, Alex Ferreira Leite Rodrigues, Ariani Aparecida Rodrigues, Ariéli Aparecida Santos, Alex Junior dos |
author_role |
author |
author2 |
Padilha, Alex Ferreira Leite Rodrigues, Ariani Aparecida Rodrigues, Ariéli Aparecida Santos, Alex Junior dos |
author2_role |
author author author author |
dc.contributor.author.fl_str_mv |
Chiusoli, Claudio Luiz Padilha, Alex Ferreira Leite Rodrigues, Ariani Aparecida Rodrigues, Ariéli Aparecida Santos, Alex Junior dos |
dc.subject.por.fl_str_mv |
Redes Sociais Comportamento do Consumidor Compras On-line E-Commerce Social Networks Consumer Behavior Online Shopping E-Commerce Redes Sociales Comportamiento del Consumidor Compras en Línea |
topic |
Redes Sociais Comportamento do Consumidor Compras On-line E-Commerce Social Networks Consumer Behavior Online Shopping E-Commerce Redes Sociales Comportamiento del Consumidor Compras en Línea |
description |
Nowadays social networks are a way of expressing themselves; few people have had them, however that ended up changing, and nowadays they have become a requirement, being used even by companies and becoming a competitive differential. The objective of the study is to analyze how social networks influence the behavior and buying attitude of university students from a public and a private institution. It was carried out by means of a bibliographic research and, regarding the methodology used, it is considered a quantitative study, by means of non- probabilistic sampling and by quotas in two higher education institutions, one public and the other private, with 100 university students. The main findings indicate that 70% of academics agree that social networks facilitate contact with the product; likewise, 70% consider it important that companies have social networks. On the other hand, 49% agree that social networks influence the time of purchase; and for 47% the stores offer sales facilities through them. Although, for 29% of academics, the security offered by social networks has only 29% approval, and only 15% believe that the quality of the product is the same as described on social networks. Finally, among the most used social networks for purchase are Whatsapp (48%), followed by Facebook (34%) and, lastly, Instagram (14%). As a contribution, it was possible to understand the behavior of academics, which is a young and more connected audience, what can help organizations create specific strategies according to the characteristics of this group. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-08-12 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://www.revistas.udesc.br/index.php/reavi/article/view/16634 10.5965/2316419009142020055 |
url |
https://www.revistas.udesc.br/index.php/reavi/article/view/16634 |
identifier_str_mv |
10.5965/2316419009142020055 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://www.revistas.udesc.br/index.php/reavi/article/view/16634/11716 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2020 REAVI - Revista Eletrônica do Alto Vale do Itajaí https://creativecommons.org/licenses/by/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2020 REAVI - Revista Eletrônica do Alto Vale do Itajaí https://creativecommons.org/licenses/by/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade do Estado de Santa Catarina — UDESC |
publisher.none.fl_str_mv |
Universidade do Estado de Santa Catarina — UDESC |
dc.source.none.fl_str_mv |
Revista Brasileira de Contabilidade e Gestão; Vol. 9 No. 16 (2020); 055-068 Revista Brasileira de Contabilidade e Gestão; Vol. 9 Núm. 16 (2020); 055-068 Revista Brasileira de Contabilidade e Gestão; v. 9 n. 16 (2020); 055-068 2764-7471 10.5965/2316419009142020 reponame:Revista Brasileira de Contabilidade e Gestão instname:Universidade do Estado de Santa Catarina (UDESC) instacron:UDESC |
instname_str |
Universidade do Estado de Santa Catarina (UDESC) |
instacron_str |
UDESC |
institution |
UDESC |
reponame_str |
Revista Brasileira de Contabilidade e Gestão |
collection |
Revista Brasileira de Contabilidade e Gestão |
repository.name.fl_str_mv |
Revista Brasileira de Contabilidade e Gestão - Universidade do Estado de Santa Catarina (UDESC) |
repository.mail.fl_str_mv |
rbceg.ceavi@udesc.br || paulo.barth@udesc.br |
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1797048021021622272 |