Tomada de decisão no comércio social: o uso das recomendações online no processamento da informação de produtos com diferentes níveis de envolvimento
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Tipo de documento: | Tese |
Idioma: | por |
Título da fonte: | Repositório Institucional Manancial UFSM |
Texto Completo: | http://repositorio.ufsm.br/handle/1/24865 |
Resumo: | The online environment provides a wealth of information for individuals purchase decision, especially social commerce, which makes accessible the opinions and positive and negative recommendations of other consumers about products and brands. However, human information processing capacity is limited and multiple information sources and communication requirements can result in cognitive overload, affecting decision-making. In this way, people often seek other consumers comments and ratings as part of their consumption decisions, which implies using these recommendations to complement and replace the information provided by product sellers. In addition, variables at the individual level, such as the involvement level with the product, influence individuals' search for information. In this sense, this study aims to verify the online product recommendations (OPRs) use as complementary and substitute information in the product information processing with different involvement levels by the individual in social commerce. A quasi-experiment was developed with two decision tasks: i) booking a hotel; and, ii) purchase a television, from the manipulation of the variables information quantity (less x more) and involvement level with the product (low x high). For data collection, eye tracker equipment and questionnaires were used. Data analysis comprised descriptive analyses, based on the metrics fixations quantity and duration of the participants, recorded by the eye tracker, besides non-parametric tests: Mann-Whitney Test and Wilcoxon Signs Rank Test. The results show that online product recommendations are the main criterion considered by the participants when choosing a hotel and TV. The Mann-Whitney test performance for the fixations recorded in the OPRs item resulted in only one significant difference, indicating that individuals highly involved with the hotel and exposed to more information tend to dedicate themselves to the systematic information processing. The dual role of recommendations was found, as substitute and complementary information. It was also found that the involvement level with the product influences information processing. Regarding the effect of the product type, no significant differences were identified in all groups, attesting that, regardless of the object of analysis, the participants followed a pattern of information analysis. The study presents theoretical and practical implications that can help researchers and managers in understanding the decision-making process in online environments. |
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2022-06-15T13:09:36Z2022-06-15T13:09:36Z2022-03-30http://repositorio.ufsm.br/handle/1/24865The online environment provides a wealth of information for individuals purchase decision, especially social commerce, which makes accessible the opinions and positive and negative recommendations of other consumers about products and brands. However, human information processing capacity is limited and multiple information sources and communication requirements can result in cognitive overload, affecting decision-making. In this way, people often seek other consumers comments and ratings as part of their consumption decisions, which implies using these recommendations to complement and replace the information provided by product sellers. In addition, variables at the individual level, such as the involvement level with the product, influence individuals' search for information. In this sense, this study aims to verify the online product recommendations (OPRs) use as complementary and substitute information in the product information processing with different involvement levels by the individual in social commerce. A quasi-experiment was developed with two decision tasks: i) booking a hotel; and, ii) purchase a television, from the manipulation of the variables information quantity (less x more) and involvement level with the product (low x high). For data collection, eye tracker equipment and questionnaires were used. Data analysis comprised descriptive analyses, based on the metrics fixations quantity and duration of the participants, recorded by the eye tracker, besides non-parametric tests: Mann-Whitney Test and Wilcoxon Signs Rank Test. The results show that online product recommendations are the main criterion considered by the participants when choosing a hotel and TV. The Mann-Whitney test performance for the fixations recorded in the OPRs item resulted in only one significant difference, indicating that individuals highly involved with the hotel and exposed to more information tend to dedicate themselves to the systematic information processing. The dual role of recommendations was found, as substitute and complementary information. It was also found that the involvement level with the product influences information processing. Regarding the effect of the product type, no significant differences were identified in all groups, attesting that, regardless of the object of analysis, the participants followed a pattern of information analysis. The study presents theoretical and practical implications that can help researchers and managers in understanding the decision-making process in online environments.O ambiente online disponibiliza uma riqueza de informações para a decisão de compra dos indivíduos, especialmente o comércio social, que torna acessível as opiniões e as recomendações positivas e negativas de outros consumidores sobre produtos e marcas. No entanto, a capacidade humana de processamento de informações é limitada e as múltiplas fontes de informação e os requisitos de comunicação podem resultar numa sobrecarga cognitiva, afetando o processo decisório. Dessa forma, as pessoas frequentemente buscam os comentários e as avaliações de outros consumidores como parte de suas decisões de consumo, o que implica em utilizar essas recomendações para complementar e substituir as informações fornecidas pelos vendedores dos produtos. Além disso, variáveis no âmbito individual, como o nível de envolvimento com o produto, influenciam a busca de informações pelos indivíduos. Nesse sentido, este estudo tem por objetivo verificar o uso das recomendações de produtos online (OPRs) como informações complementares e substitutas no processamento da informação de produtos com diferentes níveis de envolvimento pelo indivíduo no comércio social. Um quase-experimento foi desenvolvido com duas tarefas decisórias: i) reserva de um hotel; e, ii) compra de um televisor, a partir da manipulação das variáveis quantidade de informação (menos x mais) e nível de envolvimento com o produto (baixo x alto). Para a coleta dos dados, foram utilizados o equipamento de rastreamento ocular, eye tracker, e questionários. As análises dos dados compreenderam análises descritivas, a partir das métricas quantidade e duração das fixações dos sujeitos, registradas pelo eye tracker, e testes não paramétricos: Teste de Mann – Whitney e Teste dos postos com sinais de Wilcoxon. Os resultados demonstraram que as recomendações de produtos online são o principal critério considerado na escolha de hotel e de televisor pelos participantes. A realização do teste de Mann - Whitney para as fixações registradas no quesito OPRs resultou em apenas uma diferença significativa, indicando que os indivíduos altamente envolvidos com hotel e expostos à mais informações tendem a se dedicar ao processamento sistemático de informações. Constatou-se o duplo papel das recomendações, como informações substitutas e complementares. Também foi verificado que o nível de envolvimento com o produto influencia o processamento da informação. Em relação ao efeito do tipo de produto, não foram identificadas diferenças significativas, em todos os grupos, atestando que, independente do objeto de análise, os participantes seguiram um padrão de análise das informações. O estudo apresenta implicações teóricas e práticas que podem auxiliar pesquisadores e gestores na compreensão do processo decisório em ambientes online.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/openAccessComércio socialEnvolvimentoRastreamento ocularProcesso decisórioRecomendações de produtos onlineDecision making processEye trackerInvolvementOnline product recommendationsCNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOTomada de decisão no comércio social: o uso das recomendações online no processamento da informação de produtos com diferentes níveis de envolvimentoDecision making in social commerce: the use of online recommendations in processing information of products with different levels of involvementinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/doctoralThesisLöbler, Mauri Leodirhttp://lattes.cnpq.br/7320669188854401Visentini, Monize SâmaraBobsin, DeboraLehnhart, Eliete dos ReisPedron, Cristiane DrebesJerônimo, Taciana de Barroshttp://lattes.cnpq.br/8068136456971738Radons, Daiane Lindner600200000006600600600600600600600600d9244443-77bd-4792-9922-767bfd048f09b1752441-d2f9-4e75-a266-9b35dae6a29ed898e7bd-ad79-4603-b23c-0c62f669fad6eaed60e2-f628-4be0-8423-a695002e231fd0334567-4116-4d92-a95b-c643d76a3b238c40c0d5-e81d-4d6d-a6da-bd522e7f3c072f79c328-7873-4cac-ba59-daac6c1ab540reponame: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 |
Tomada de decisão no comércio social: o uso das recomendações online no processamento da informação de produtos com diferentes níveis de envolvimento |
dc.title.alternative.eng.fl_str_mv |
Decision making in social commerce: the use of online recommendations in processing information of products with different levels of involvement |
title |
Tomada de decisão no comércio social: o uso das recomendações online no processamento da informação de produtos com diferentes níveis de envolvimento |
spellingShingle |
Tomada de decisão no comércio social: o uso das recomendações online no processamento da informação de produtos com diferentes níveis de envolvimento Radons, Daiane Lindner Comércio social Envolvimento Rastreamento ocular Processo decisório Recomendações de produtos online Decision making process Eye tracker Involvement Online product recommendations CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
title_short |
Tomada de decisão no comércio social: o uso das recomendações online no processamento da informação de produtos com diferentes níveis de envolvimento |
title_full |
Tomada de decisão no comércio social: o uso das recomendações online no processamento da informação de produtos com diferentes níveis de envolvimento |
title_fullStr |
Tomada de decisão no comércio social: o uso das recomendações online no processamento da informação de produtos com diferentes níveis de envolvimento |
title_full_unstemmed |
Tomada de decisão no comércio social: o uso das recomendações online no processamento da informação de produtos com diferentes níveis de envolvimento |
title_sort |
Tomada de decisão no comércio social: o uso das recomendações online no processamento da informação de produtos com diferentes níveis de envolvimento |
author |
Radons, Daiane Lindner |
author_facet |
Radons, Daiane Lindner |
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.advisor-co1.fl_str_mv |
Visentini, Monize Sâmara |
dc.contributor.referee1.fl_str_mv |
Bobsin, Debora |
dc.contributor.referee2.fl_str_mv |
Lehnhart, Eliete dos Reis |
dc.contributor.referee3.fl_str_mv |
Pedron, Cristiane Drebes |
dc.contributor.referee4.fl_str_mv |
Jerônimo, Taciana de Barros |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/8068136456971738 |
dc.contributor.author.fl_str_mv |
Radons, Daiane Lindner |
contributor_str_mv |
Löbler, Mauri Leodir Visentini, Monize Sâmara Bobsin, Debora Lehnhart, Eliete dos Reis Pedron, Cristiane Drebes Jerônimo, Taciana de Barros |
dc.subject.por.fl_str_mv |
Comércio social Envolvimento Rastreamento ocular Processo decisório Recomendações de produtos online |
topic |
Comércio social Envolvimento Rastreamento ocular Processo decisório Recomendações de produtos online Decision making process Eye tracker Involvement Online product recommendations CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
dc.subject.eng.fl_str_mv |
Decision making process Eye tracker Involvement Online product recommendations |
dc.subject.cnpq.fl_str_mv |
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
description |
The online environment provides a wealth of information for individuals purchase decision, especially social commerce, which makes accessible the opinions and positive and negative recommendations of other consumers about products and brands. However, human information processing capacity is limited and multiple information sources and communication requirements can result in cognitive overload, affecting decision-making. In this way, people often seek other consumers comments and ratings as part of their consumption decisions, which implies using these recommendations to complement and replace the information provided by product sellers. In addition, variables at the individual level, such as the involvement level with the product, influence individuals' search for information. In this sense, this study aims to verify the online product recommendations (OPRs) use as complementary and substitute information in the product information processing with different involvement levels by the individual in social commerce. A quasi-experiment was developed with two decision tasks: i) booking a hotel; and, ii) purchase a television, from the manipulation of the variables information quantity (less x more) and involvement level with the product (low x high). For data collection, eye tracker equipment and questionnaires were used. Data analysis comprised descriptive analyses, based on the metrics fixations quantity and duration of the participants, recorded by the eye tracker, besides non-parametric tests: Mann-Whitney Test and Wilcoxon Signs Rank Test. The results show that online product recommendations are the main criterion considered by the participants when choosing a hotel and TV. The Mann-Whitney test performance for the fixations recorded in the OPRs item resulted in only one significant difference, indicating that individuals highly involved with the hotel and exposed to more information tend to dedicate themselves to the systematic information processing. The dual role of recommendations was found, as substitute and complementary information. It was also found that the involvement level with the product influences information processing. Regarding the effect of the product type, no significant differences were identified in all groups, attesting that, regardless of the object of analysis, the participants followed a pattern of information analysis. The study presents theoretical and practical implications that can help researchers and managers in understanding the decision-making process in online environments. |
publishDate |
2022 |
dc.date.accessioned.fl_str_mv |
2022-06-15T13:09:36Z |
dc.date.available.fl_str_mv |
2022-06-15T13:09:36Z |
dc.date.issued.fl_str_mv |
2022-03-30 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
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info:eu-repo/semantics/doctoralThesis |
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doctoralThesis |
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http://repositorio.ufsm.br/handle/1/24865 |
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http://repositorio.ufsm.br/handle/1/24865 |
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por |
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600200000006 |
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Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/ |
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openAccess |
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Universidade Federal de Santa Maria Centro de Ciências Sociais e Humanas |
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Programa de Pós-Graduação em Administração |
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UFSM |
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Brasil |
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Administração |
publisher.none.fl_str_mv |
Universidade Federal de Santa Maria Centro de Ciências Sociais e Humanas |
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