Determinantes da reserva de hospedagem em aplicativos de redes sociais
DOI:
https://doi.org/10.7784/rbtur.v20.3409Palavras-chave:
Comportamento do Consumidor de Turismo, Hospedagem, Mídia social, Tecnologia móvel, Comércio eletrônicoResumo
O estudo objetiva desenvolver um modelo teórico que reúna os determinantes que influenciam a intenção de reservar hospedagem através de aplicativos de redes sociais. O modelo teve como base inicial a Teoria do Comportamento Planejado (TCP), e aos seus constructos foram acrescidas variáveis de quatro teorias: do Risco Percebido, da Sinalização, de Difusão das Inovações e do Suporte Social. Foram analisados 486 questionários respondidos por consumidores brasileiros. A pesquisa de abordagem quantitativa, adotou a técnica de modelagem de equações estruturais por mínimos quadrados parciais para a análise dos dados. Dentre dez hipóteses estabelecidas, nove foram suportadas. Relativamente ao constructo intenção de reserva, verificou-se que a atitude foi a mais influente e significativa, mediando (total ou parcialmente) outras relações estabelecidas. Dentre as relações de influência sobre a atitude, a vantagem relativa percebida mostrou ser a mais representativa, apesar de seu efeito moderado. O modelo trouxe contribuições teóricas e permitiu a extensão da TCP a partir da consideração de características pertinentes aos aplicativos de redes sociais, foco ainda não adotado em estudos precedentes. Os resultados podem auxiliar as empresas de hospedagem na utilização de tais aplicativos como canais de vendas online.
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