A confiança dos consumidores do turismo online no comércio social

um estudo realizado no Brasil e no Uruguai

Autores

DOI:

https://doi.org/10.7784/rbtur.v16.2350

Palavras-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.

Biografia do Autor

Cláudia Rodrigues Maia, Universidade Federal do Rio Grande do Sul (UFRGS), Porto Alegre, RS

Doutoranda em Administração, na área de Gestão de Sistemas e Tecnologia da Informação da Universidade Federal do Rio Grande – PPGA/UFRGS. Mestra em Administração, na área de Tecnologias Gerenciais, pelo Programa de Pós-Graduação em Administração – PPGA/FURG (2019). Graduada em Administração pela Universidade Federal do Rio Grande (2016). Possui experiência de pesquisa na área de Tecnologia da Informação, TI verde, Comércio Eletrônico, Comércio Social, Comércio Móvel e Turismo Online.

ne.

Guilherme Lerch Lunardi, Universidade Federal do Rio Grande (FURG), Rio Grande, RS, Brasil.

Possui graduação em Administração - Hab. Empresas pela Universidade Federal do Rio Grande - FURG (1999), mestrado em Administração pela Universidade Federal do Rio Grande do Sul (2001) e doutorado em Administração pela Universidade Federal do Rio Grande do Sul (2008). Em 2013, fez pós-doutorado na Ecole des Hautes Etudes Commerciales de Montreal/Canadá (HEC-Montreal). É professor Associado III da Universidade Federal do Rio Grande e participa como professor permanente do Programa de Pós-Graduação em Administração da FURG - Mestrado Acadêmico em Administração (PPGA/FURG) e Mestrado Profissional em Administração Pública (PROFIAP/FURG). Tem experiência na área de Administração, com ênfase em Sistemas de Informação, atuando principalmente nos seguintes temas: impacto de TI, bancos, tecnologia de informação, governança de TI, TI Verde e Tecnologias da Informação aplicada à Saúde.

Gabriel Budiño , Faculdade de Ciências Econômicas e Administração na Universidade de La República (UDELAR), Montevidéu, Uruguai.

Possui graduação em Contabilidade pela Universidade de La República (UDELAR). Mestrado em Sistemas de Informação. Consultor de Tecnologia da Informação e Coordenador Acadêmico do Programa de Pós-Graduação em Sistemas de Informação para Organizações e Gestão de Negócios em TI. Professor Associado de graduação e pós-graduação em disciplinas de TI e Gestão de Relacionamento com o cliente da Faculdade de Ciências Econômicas e Administração na Universidade de La República (UDELAR/Uruguai).

Melise de Lima Pereira, Universidade Federal do Paraná (UFPR), Curitiba, PR, Brasil.

Possui Doutorado em Turismo e Hotelaria pela Universidade do Vale do Itajaí - UNIVALI (2019), com bolsa CAPES/PROSUC e estágio doutoral na MODUL University Vienna - MU, Viena, Áustria; Mestrado em Turismo e Hotelaria pela Universidade do Vale do Itajaí - UNIVALI (2013), com bolsa da Fundação de Amparo à Pesquisa do Estado de Santa Catarina (FAPESC); e graduação em Turismo pela Universidade Federal de Pelotas - UFPEL (2011). Atualmente, é Professora Adjunta da Universidade Federal do Paraná (UFPR). Desenvolve pesquisas relativas à: imagem de destinos turísticos, valores pessoais, comportamento do consumidor, Marketing de Serviços e Pesquisa Quantitativa em Marketing Turístico

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Publicado

2021-11-17

Edição

Seção

Artigos - Gestão do Turismo