A percepção de valor do ambiente eletrônico de agências de turismo e seu impacto na decisão de compra

o papel mediador da atitude

Palavras-chave: Percepção de valor online, Confiança, Papel da Atitude, Serviços de Turismo.

Resumo

O presente artigo visa compreender como que a percepção de valor no contexto de e-commerce turístico influencia na intenção de compra de forma indireta, dado que a confiança e atitude do consumidor impactam no seu comportamento online. O modelo teórico utilizado foi inspirado nos antecedentes da confiança por Beldad, De Jong e Steehouder (2010a), no modelo de confiança em agências de turismo online (Agag & El-masry, 2017), no modelo de aceitação tecnológica (TAM) e na teoria da ação racional (TAR), aplicado ao contexto de varejo de serviços de turismo. Os resultados, por sua vez, confirmam a mediação da atitude na relação entre confiança e intenção de compra, consistente com os números de mercados de países com baixa educação para o uso da internet e problemas de segurança para transações online. Os resultados também possibilitaram propor a mensuração da percepção de valor que considera dimensões da aceitação tecnológica. Assim, o impacto do construto confiança na intenção de compra é melhor explicado pelo caminho indireto via atitude. Logo, indivíduos que confiam no website de agências de turismo online possuem maiores intenções de contratar serviços nesse ambiente de loja virtual quando possuem atitudes positivas perante ao referido contexto de varejo.

Biografia do Autor

Marcelo Moll Brandão, Universidade Federal do Espírito Santo (UFES), Vitória, ES, Brasil

Possui doutorado em Administração pela EAESP / FGV com tese desenvolvida em comportamento do consumidor no varejo (2012). Possui graduação em Administração de Empresas pela Universidade Federal do Espírito Santo (1996) e mestrado em Ciências Contábeis pela FUCAPE (2006). Foi pesquisador do Projeto de Estudo Atração de Lojistas em SP - CEV / FGV. Experiência como professora de cursos de graduação e MBA, mestrado e doutorado. Pesquisador da área de marketing e seus trabalhos centram-se em temas como: comportamento do consumidor (influência de fatores situacionais do ambiente de loja no comportamento e respostas do consumidor, percepção de aglomeração em ambientes de atendimento, influência de fatores humanos no ambiente de loja) e estratégia de marketing (medição dos resultados financeiros e econômicos do marketing, influências das atividades de marketing no valor das empresas, fatores de atratividade dos varejistas). Atualmente é professor titular da Universidade Federal do Espírito Santo (UFES).

Larissa Alves Sincorá, Universidade Federal do Espírito Santo (UFES), Vitória, ES, Brasil

Doutoranda em Administração pela Universidade Federal do Espírito Santo (UFES). Possui graduação em administração pela Universidade Federal do Espírito Santo (2013) e mestrado em administração (2016). Atuou como estagiária na empresa Odebrecht Engenharia e Construção (2008) e na Secretaria de Estado de Gestão e Recursos Humanos (2012), na Gestão de Recursos Logísticos. Atualmente é pesquisador do Laboratório de Processos Analíticos (PROLAB-Analytics). Interesses de pesquisa: tomada de decisão, análise de negócios (BA), capacidades analíticas, big data, gestão de processos de negócios, cadeia de suprimentos, resiliência organizacional, desempenho organizacional, modelagem de equações estruturais (SEM), pesquisa experimental, operações comportamentais.

Arthur França Sarcinelli, Escola de Administração de Empresas de São Paulo (FGV), São Paulo, SP, Brasil.

Doutorando da Escola Paulista de Administração de Empresas (EAESP / FGV). Possui graduação em Administração de Empresas pela Universidade Federal do Espírito Santo (2017) e mestrado em Administração (2019). Interesses da Pesquisa: Preços comportamentais, Pesquisa de Serviço Transformativo e Fatores de armazenamento ambientais.

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Publicado
14-03-2021
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Artigos