A confiança dos consumidores do turismo online no comércio social
um estudo realizado no Brasil e no Uruguai
DOI:
https://doi.org/10.7784/rbtur.v16.2350Palavras-chave:
Comércio Social, Turismo online, Confiança, Intenção de compra, Estudo cross-country.Resumo
Este estudo analisa a influência da reputação da marca, da qualidade da informação do site e a presença de comentários, avaliações e recomendações típicos do comércio social, na confiança e intenção de compra dos consumidores brasileiros e uruguaios de agências de turismo online. O estudo foi realizado a partir de uma pesquisa survey aplicada a 249 brasileiros e uruguaios que afirmaram fazer uso de sites de viagens e turismo regularmente. Os resultados apontam a reputação da agência como principal preditor da confiança em ambos os países, e esta influenciando fortemente a intenção de compra dos consumidores. Os resultados também sugerem que tanto as recomendações online quanto a qualidade da informação do site são importantes antecedentes da confiança, não havendo diferenças significativas quanto ao comportamento de compra dos consumidores analisados. O estudo aponta para a presença de uma cultura latino-americana superior à cultura nacional de brasileiros e uruguaios quanto ao turismo online. As descobertas aqui obtidas trazem contribuições teóricas e gerenciais que podem auxiliar pesquisadores e profissionais das áreas de Turismo, Marketing e Tecnologia da Informação interessados em empresas que atuam em mais de um país ou com consumidores de diferentes culturas nacionais, seja elaborando estratégias mercadológicas ou aprimorando suas plataformas.
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