O processamento da informação online e a decisão de compra em social commerce
Autor(a) principal: | |
---|---|
Data de Publicação: | 2019 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Repositório Institucional Manancial UFSM |
Texto Completo: | http://repositorio.ufsm.br/handle/1/17014 |
Resumo: | The online information perform a relevant role in the the buying decision process and, thus, stands out the need to understand consumers cognitive aspects, mostly regarding to the processing of the information in such environment. In this context, this research aimed to investigate the information processing in the social commerce environment and its influence in the buying process from the Stimulus-Organism-Response theory. A experiment was performed to stimulate the buying process in online environments. To the data collection, an eye tracker equipment was used which allowed the tracking of the eye movements of the experimental subjects and buying scenarios through a online shopping developed for the research, replicating an online shopping situation. With the the ocular fovea tracking technique of 56 individuals, descriptive and inferential analysis of the experimental sessions were performed, allowing to map the information processing in an social commerce environment. Employing the metrics of the gaze positions and fixations recorded by the eye tracker, descriptive and nonparametric statistical analysis were performed. As a result, the data of the extrinsic manifestation of the cognitive processing enabled to verify the anchor effect of a video over the choice of a product, followed by the use of anchoring-and-adjustment heuristic by subjects and the association between the processing of the positive and negative OPRs of the product and subjects final decision. |
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2019-06-13T22:08:33Z2019-06-13T22:08:33Z2019-02-13http://repositorio.ufsm.br/handle/1/17014The online information perform a relevant role in the the buying decision process and, thus, stands out the need to understand consumers cognitive aspects, mostly regarding to the processing of the information in such environment. In this context, this research aimed to investigate the information processing in the social commerce environment and its influence in the buying process from the Stimulus-Organism-Response theory. A experiment was performed to stimulate the buying process in online environments. To the data collection, an eye tracker equipment was used which allowed the tracking of the eye movements of the experimental subjects and buying scenarios through a online shopping developed for the research, replicating an online shopping situation. With the the ocular fovea tracking technique of 56 individuals, descriptive and inferential analysis of the experimental sessions were performed, allowing to map the information processing in an social commerce environment. Employing the metrics of the gaze positions and fixations recorded by the eye tracker, descriptive and nonparametric statistical analysis were performed. As a result, the data of the extrinsic manifestation of the cognitive processing enabled to verify the anchor effect of a video over the choice of a product, followed by the use of anchoring-and-adjustment heuristic by subjects and the association between the processing of the positive and negative OPRs of the product and subjects final decision.As informações do ambiente online desempenham um papel importante no processo de decisão de compra e, dessa forma, sobressai a necessidade de compreensão dos aspectos cognitivos dos consumidores, principalmente no que tange ao processamento das informações disponíveis nesse ambiente. Diante desse contexto, essa pesquisa teve como objetivo investigar o processamento da informação no ambiente do social commerce e a sua influência na decisão de compra, a partir dos conceitos da teoria Estímulo-Organismo-Resposta. Foi realizado um quase-experimento de forma a simular o processo de decisão de compra em ambientes online. Para a coleta de dados utilizou-se o equipamento eye tracker, que possibilitou rastrear os movimentos oculares dos sujeitos experimentais, e cenários de decisão de compra, desenvolvidos por meio de um site de compras criado para a pesquisa, simulando uma situação de compra online real. A partir da técnica de rastreamento da fóvea ocular de 56 indivíduos, foram realizadas análises descritivas e inferenciais das sessões experimentais, possibilitando mapear o processamento das informações do ambiente de social commerce. Utilizando as métricas das posições do olhar e fixações dos sujeitos registradas pelo eye tracker, foram realizadas análises estatísticas descritivas e não paramétricas. Como resultado, os dados das manifestações extrínsecas do processamento cognitivo possibilitaram verificar o efeito âncora de um vídeo sobre a escolha do produto, seguido da utilização da Heurísticas da Ancoragem e ajuste por parte dos sujeitos, e a associação entre o processamento de recomendações de produtos online positivas e negativas do produto e a decisão final dos sujeitos.porUniversidade Federal de Santa MariaCentro de Ciências Sociais e HumanasPrograma de Pós-Graduação em AdministraçãoUFSMBrasilAdministraçãoAttribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessProcesso decisórioProcessamento da informaçãoSocial commerceOnline product recommendationsEye trackingDecision makingInformation processingCNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOO processamento da informação online e a decisão de compra em social commerceThe online information processing and the buying decision making in social commerceinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisLöbler, Mauri Leodirhttp://lattes.cnpq.br/7320669188854401Visentini, Monize Sâmarahttp://lattes.cnpq.br/6482101738421142Lehnhart, Eliete dos Reishttp://lattes.cnpq.br/4996862852253906http://lattes.cnpq.br/8391997046867504Bender, Carolina Schneider600200000006600d9244443-77bd-4792-9922-767bfd048f098074b551-7fb7-4518-b946-23890b7e74566d2261bd-918d-470b-a408-5965f85eafa5d0334567-4116-4d92-a95b-c643d76a3b23reponame:Repositório Institucional Manancial UFSMinstname:Universidade Federal de Santa Maria (UFSM)instacron:UFSMLICENSElicense.txtlicense.txttext/plain; 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dc.title.por.fl_str_mv |
O processamento da informação online e a decisão de compra em social commerce |
dc.title.alternative.eng.fl_str_mv |
The online information processing and the buying decision making in social commerce |
title |
O processamento da informação online e a decisão de compra em social commerce |
spellingShingle |
O processamento da informação online e a decisão de compra em social commerce Bender, Carolina Schneider Processo decisório Processamento da informação Social commerce Online product recommendations Eye tracking Decision making Information processing CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
title_short |
O processamento da informação online e a decisão de compra em social commerce |
title_full |
O processamento da informação online e a decisão de compra em social commerce |
title_fullStr |
O processamento da informação online e a decisão de compra em social commerce |
title_full_unstemmed |
O processamento da informação online e a decisão de compra em social commerce |
title_sort |
O processamento da informação online e a decisão de compra em social commerce |
author |
Bender, Carolina Schneider |
author_facet |
Bender, Carolina Schneider |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Löbler, Mauri Leodir |
dc.contributor.advisor1Lattes.fl_str_mv |
http://lattes.cnpq.br/7320669188854401 |
dc.contributor.referee1.fl_str_mv |
Visentini, Monize Sâmara |
dc.contributor.referee1Lattes.fl_str_mv |
http://lattes.cnpq.br/6482101738421142 |
dc.contributor.referee2.fl_str_mv |
Lehnhart, Eliete dos Reis |
dc.contributor.referee2Lattes.fl_str_mv |
http://lattes.cnpq.br/4996862852253906 |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/8391997046867504 |
dc.contributor.author.fl_str_mv |
Bender, Carolina Schneider |
contributor_str_mv |
Löbler, Mauri Leodir Visentini, Monize Sâmara Lehnhart, Eliete dos Reis |
dc.subject.por.fl_str_mv |
Processo decisório Processamento da informação Social commerce |
topic |
Processo decisório Processamento da informação Social commerce Online product recommendations Eye tracking Decision making Information processing CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
dc.subject.eng.fl_str_mv |
Online product recommendations Eye tracking Decision making Information processing |
dc.subject.cnpq.fl_str_mv |
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
description |
The online information perform a relevant role in the the buying decision process and, thus, stands out the need to understand consumers cognitive aspects, mostly regarding to the processing of the information in such environment. In this context, this research aimed to investigate the information processing in the social commerce environment and its influence in the buying process from the Stimulus-Organism-Response theory. A experiment was performed to stimulate the buying process in online environments. To the data collection, an eye tracker equipment was used which allowed the tracking of the eye movements of the experimental subjects and buying scenarios through a online shopping developed for the research, replicating an online shopping situation. With the the ocular fovea tracking technique of 56 individuals, descriptive and inferential analysis of the experimental sessions were performed, allowing to map the information processing in an social commerce environment. Employing the metrics of the gaze positions and fixations recorded by the eye tracker, descriptive and nonparametric statistical analysis were performed. As a result, the data of the extrinsic manifestation of the cognitive processing enabled to verify the anchor effect of a video over the choice of a product, followed by the use of anchoring-and-adjustment heuristic by subjects and the association between the processing of the positive and negative OPRs of the product and subjects final decision. |
publishDate |
2019 |
dc.date.accessioned.fl_str_mv |
2019-06-13T22:08:33Z |
dc.date.available.fl_str_mv |
2019-06-13T22:08:33Z |
dc.date.issued.fl_str_mv |
2019-02-13 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://repositorio.ufsm.br/handle/1/17014 |
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http://repositorio.ufsm.br/handle/1/17014 |
dc.language.iso.fl_str_mv |
por |
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por |
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600200000006 |
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600 |
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Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/ info:eu-repo/semantics/openAccess |
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Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/ |
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openAccess |
dc.publisher.none.fl_str_mv |
Universidade Federal de Santa Maria Centro de Ciências Sociais e Humanas |
dc.publisher.program.fl_str_mv |
Programa de Pós-Graduação em Administração |
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UFSM |
dc.publisher.country.fl_str_mv |
Brasil |
dc.publisher.department.fl_str_mv |
Administração |
publisher.none.fl_str_mv |
Universidade Federal de Santa Maria Centro de Ciências Sociais e Humanas |
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