El papel de la utilidad y las motivaciones hedónicas en la creación de valor y su relación con la experiencia de AIRBNB
DOI:
https://doi.org/10.7784/rbtur.v14i3.1922Palabras clave:
Consumo colaborativo, Motivaciones, Co-creación de valor.Resumen
El artículo investiga el papel de las motivaciones utilitarias y hedónicas en la creación conjunta de valor y su relación con la experiencia de consumo en un servicio de alojamiento ofrecido por una plataforma colaborativa: AirBnb. Con base en la literatura sobre economía compartida y consumo colaborativo, se formularon hipótesis y se propuso un modelo conceptual. Se realizó una encuesta a 967 encuestados y se analizaron los datos utilizando la técnica de modelado de ecuaciones estructurales. Los resultados muestran que las motivaciones utilitarias no están relacionadas con la co-creación de valor y la experiencia de consumo, a diferencia de las hedónicas que mostraron una asociación positiva con ambas variables. Además, los resultados muestran que la creación conjunta de valores desempeña un papel como antecedente de la experiencia de consumo como una variable mediadora en la relación entre las motivaciones hedónicas y la experiencia de consumo. Esta investigación aporta importantes contribuciones al área, ya que evidencia empíricamente que las motivaciones hedónicas están presentes en las prácticas de consumo colaborativo, más específicamente en los servicios de alojamiento compartido. Además, constituye estudios previos que reconocen la creación conjunta de valor como un aspecto importante para ofrecer experiencias positivas en servicios de hospitalidad y turismo.
Descargas
Citas
Aaker, D. A.; Kumar, V.; Day, G. S. (2001). Pesquisa de marketing. São Paulo: Atlas.
Algar, R. (2007) Collaborative consumption. Leisure Report.
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423. https://doi.org/10.1037/0033-2909.103.3.411
Anderson, J. C., & Gerbing, D. W. (1988). Airbnb cresce 71% em chegadas de hóspedes no Brasil em 2018. 22 de janeiro de 2019. Disponível em: https://news.airbnb.com/br/airbnb-cresce-em-hospedes-2018/. Acesso em: 17 mar. 2020. https://doi.org/10.12819/2020.17.4.5
Arbuckle J. L. (2012) IBM SPSS Amos 21. Amos Development Corporation, Chicago, IL.
Arnould, E. J.; Rose, A. S. (2015). Mutuality: Critique and substitute for Belk’s ‘‘sharing’’. Marketing Theory, 1-25. https://doi.org/10.1177/1470593115572669
Babbie, E. (2003). Survey research methods. Belmont, California. Wadsworth Pub. Co: USA.
Babin, B. J.; Darden, W. R. & Griffin, M. (1994) Work and/or Fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4) 644–656. https://doi.org/10.1086/209376
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of The Academy of Marketing Science, 16(1), 74-94. https://doi.org/10.1007/BF02723327
Baker, J. Levy, M. & Grewal, D. (1992) An experimental approach to making retail store environment decisi-ons. Journal of Retailing 68(4), 445-460.
Bardhi, F.; Eckhardt, G. M. (2012). Access-based Consumption: The Case of Car Sharing. Journal of Consumer Research, 39, 81–98. https://doi.org/10.1086/666376
Barnes, S. J. & Mattsson, J. (2016). Understanding current and future issues in collaborative consump-tion: A four-stage Delphi study.Technological Forecasting and Social Change, 104, 200-211. https://doi.org/10.1016/j.techfore.2016.01.006
Batra, R. & Athola, O. (1990) Measuring the hedonic and utilitarian sources of consumer atitudes. Marketing Letters , 2(2), 159-170. https://doi.org/10.1007/BF00436035
Belk, R. (2007). Why not share rather than own? Annals of the American Academy of Political and Social Sci-ence, 611,126–140. https://doi.org/10.1177/0002716206298483
Belk, R. (2010). Sharing. Journal of Consumer Research, 36, 715–734. https://doi.org/10.1086/612649
Belk, R.; Fischer, E.; Kozinets, R. V. (2013). Qualitative consumer and marketing research. London: Sage.
Benoit, S.; Baker, T.L.; Bolton, R. N.; Gruber, T.; Kandampully, J. (2017). A triadic framework for collaborative consumption (CC): Motives, activities and resources & capabilities of actors. Journal of Business Research, 79, 219–227. https://doi.org/10.1016/j.jbusres.2017.05.004
Bitner, M. J. (1990) Evaluating service encounters: The effects of physical surroundings and employee respon-ses. Journal of Marketing 54(2), 69-82. https://doi.org/10.1177/002224299005400206
Blasco-Arcas, L; Hernandez-Ortega, B. e Jimenez-Martinez, J. (2014). The online purchase as a contexto for co-creating experiences: Drivers of and consequences for customer. behavior. Internet Research, 24(3). https://doi.org/10.1108/IntR-02-2013-0023
Botsman, R.; Rogers, R. (2011). O que é meu é seu: Como o consumo colaborativo vai mudar o nosso mundo. Porto Alegre: Bookman. Business Review, 79-87.
Bujisic, M., Hutchinson, J., & Parsa, H. G. (2014). The effects of restaurant quality attributes on customer behavioral intentions. International Journal of Contemporary Hospitality Management. https://doi.org/10.1108/IJCHM-04-2013-0162
Kelleher, C.; J, Peppard. (2011). Consumer experience of value creation: A phenomenological perspective, in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Macla-ran, Duluth, MN :Association for Consumer Research, Pages: 325-332.
Chin, W. W., Gopal, A., & Salisbury, W. D. (1997). Advancing the theory of adaptive structuration: The deve-lopment of a scale to measure faithfulness of appropriation. Information Systems Research, 8(4), 342-367. https://doi.org/10.1287/isre.8.4.342
Ching-Jui, K., Tseng-Lung, H., Li-Jie, Z.; Hsu, K. (2007). Modeling service encounters consumer attitudes. Marke-ting Letters 2(2), 159-170.
Coelho, P. F. & Romero, C. B. (2019). Determinantes de diferentes tipos de consumo colaborativo. Revista de Administração FACES Journal, 18(3).
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297-334. https://doi.org/10.1007/BF02310555
Dantas, B. L., Leal, J. S., Peixoto, A. F., Mano, R. F., & de Abreu, N. R. (2020). A cocriação de valor em estabele-cimentos hoteleiros por meio do site TripAdvisor. Revista Brasileira de Administração Científica, 11(1), 161-176. https://doi.org/10.6008/CBPC2179-684X.2020.001.0012
Denning, S. (2014). Metrics for the emerging creative economy. Strategy & Leadership, Chicago, 42(5), 18-27. https://doi.org/10.1108/SL-08-2014-0057
Dhar, R & Wertenbroch, K. (2000). Consumer Choice Between Hedonic and Utilitarian Goods. Journal of Mar-keting Research 37(1), 60-71. https://doi.org/10.1509/jmkr.37.1.60.18718
Ert, E.; Fleischer, A.; Magen, N. (2016). Trust and reputation in the sharing economy: The role of personal pho-tos in Airbnb. Tourism Management, 55, 62-73. https://doi.org/10.1016/j.tourman.2016.01.013
Field, A., Miles, J., & Field, Z. (2012). Discovering statistics using R. Sage publications.
Fitzsimmons, J. & Fitzsimmons, M., Eds., New service development. Thousand Oaks: Sage, 33-51.
Fodness, D. (1994). Measuring tourist motivation. Annals of Tourism Research, 21(3). https://doi.org/10.1016/0160-7383(94)90120-1
Fornell, C.; Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and mea-surement error. Journal of marketing research, 18(1), 39-50. https://doi.org/10.1177/002224378101800104
Franke, N.; Schreier, M. & Kaiser, U. (2010). Management Science, 56(1), 125-140. https://doi.org/10.1287/mnsc.1090.1077
Fremstad, A. Gains from sharing: Sticky norms, endogenous preferences and the economics of shareable go-ods (2014). Economics Department Working Paper Series, 168.
Füller, J. (2010) Refining Virtual Co-Creation from a Consumer Perspective. California Management Review 52(2), 98-122. https://doi.org/10.1525/cmr.2010.52.2.98
Grissemann, U. S., & Stokburger-Sauer, N. E. (2012). Customer co-creation of travel services: The role of com-pany support and customer satisfaction with the cocreation performance. Tourism Management, 33(6), 1483-1492. https://doi.org/10.1016/j.tourman.2012.02.002
Gronroos, C. (2008) Service logic revisited: Who creates value? And who co-creates? European Business Re-view, 20, 298-314. https://doi.org/10.1108/09555340810886585
Gupta, S. & Vajic, M. (2000) The Contextual and Dialectical Nature of Experiences. In: Fitzsimmons, J. and Fitzsimmons, M., Eds., New Service DevelopmentThousand Oaks: Sage 33-51. https://doi.org/10.4135/9781452205564.n2
Hair, J.F.; Black, W.C.; Babin, B.J.; Anderson, R.E. & Tatham, R.L. (2015). Multivariate data analysis (7th Edi-tion).
Hamari, J & Ukkonen, A. The Sharing Economy: Why People Participate in Collaborative Consumption. Social Science Research Network, Helsinki, March, 2013. Disponível em: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2271971. Acesso em: 19 out. 2019. https://doi.org/10.2139/ssrn.2271971
Hamari, J.; Sjöklint, M. & Ukkonen, A. (2016). The sharing economy: Why people participate in collaborative consumption. Journal of the Association for Information Science and Technology, 67(9), 2047-2059. https://doi.org/10.1002/asi.23552
Heo, C. Y. (2016). Sharing economy and prospects in tourism research. Annals of Tourism Research. https://doi.org/10.1016/j.annals.2016.02.002
Holbrook, M. B & Gardner, M. P. (2000) Illustrating a Dynamic Model of the Mood–Updating Process in Con-sumer Behavior. Psychology & Marketing. 17(3), 165-194. https://doi.org/10.1002/(SICI)1520-6793(200003)17:3<165::AID-MAR1>3.0.CO;2-5
Hoyer, W. D.; Chandy R.; Dorotic, M. & Krafft, M. (2010) Consumer cocreation in new product Development. Journal of Service Research 13(3). https://doi.org/10.1177/1094670510375604
Jaiswal, D., & Kant, R. (2018). Green purchasing behaviour: A conceptual framework and empirical investigati-on of Indian consumers. Journal of Retailing and Consumer Services, 41, 60-69. https://doi.org/10.1016/j.jretconser.2017.11.008
Jayawardhena, C., Souchon, A.L., Farrell, M. & Glanville, K. (2007). Outcomes of service encounter quality in business-to-business contexto. Industrial Marketing Management 36(5):575-588. https://doi.org/10.1016/j.indmarman.2006.02.012
Kennedy, J. (2015). Conceptual boundaries of sharing. Information, Communication & Society. https://doi.org/10.1080/1369118X.2015.1046894
Kline, R. B. (2011). Beyond significance testing: Reforming data analysis methods in behavioral research. Washington, DC: American Psychological Association.
Lamberton, C. P. & Rose, R. (2012). When is ours better than mine? A framework for understanding and alte-ring participation in consumer sharing systems. Journal of Marketing, 76, 109–125. https://doi.org/10.1509/jm.10.0368
Limberger, P. F., & Mendes, J. (2015). O modelo de gestão da European Foundation For Quality Management (EFQM) para destinos turísticos: uma discussão teórica. Rosa dos Ventos-Turismo e Hospitalidade, 7(4). https://doi.org/10.18226/21789061.v7iss4p561
Lusch, R. & Vago, S. (2014). Service-dominant logic: Premises, perspectives, possibilities. Service-dominant logic: Premises, perspectives, possibilities. Cambridge University Press. https://doi.org/10.1017/CBO9781139043120
Lutz, C. & Newlands, G. (2018). Consumer segmentation within the sharing economy: The case of Airbnb. Journal of Business Research, 88, 187–196. https://doi.org/10.1016/j.jbusres.2018.03.019
Martins, G. D. A. & Theóphilo, C. R. (2009). Metodologia da investigação cientifica. São Paulo: Atlas.
Minkiewicz, J.; Evans, J. & Bridson, K. (2014). How do consumers co-create their experiences? An exploration in the heritage sector. Journal of Marketing Management, 30(1-2), 30-59. https://doi.org/10.1080/0267257X.2013.800899
Moeller, S.; Ciuchita, R. & Mahr, D.; Odekerken-Schroder, G.; Fassnacht, M. (2013). Journal of Service Rese-arch 16(4), 471-487. https://doi.org/10.1177/1094670513480851
Möhlmann, M. (2015), Collaborative consumption: Determinants of satisfaction and the likelihood of using a sharing economy option again. Journal of Consumer Behaviour, 14(3), 193-207. https://doi.org/10.1002/cb.1512
Mowen, J. C. & Minor, M. (1998) Consumer behavior. 5ª Ed. Upper Saddle River: Prentice-Hall
Nambisan, S. & Baron, R. (2009) Virtual customer environments: Testing a model of voluntary participation in value co-creation activities. Journal of Product Innovation Management 26(4), 388 – 406. https://doi.org/10.1111/j.1540-5885.2009.00667.x
O'Cass, A., & Sok, P. (2015). An exploratory study into managing value creation in tourism service firms: Un-derstanding value creation phases at the intersection of the tourism service firm and their customers. Tourism Management, 51, 186-200. https://doi.org/10.1016/j.tourman.2015.05.024
Ozanne, L.; Ballantine, P. (2010). Sharing as a form of anti-consumption? An examination of toy library users. Journal of Consumer Behaviour, 9(6), 485–498. https://doi.org/10.1002/cb.334
Paik, Y.; Kang, S. & Seamans, R. (2018) Entrepreneurship, innovation, and political competition: How the pu-blic sector helps the sharing economy create value. Strategic Management Journal, 40(4), 503-532. https://doi.org/10.1002/smj.2937
Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of retailing and consumer services, 29, 123-134. https://doi.org/10.1016/j.jretconser.2015.11.006
Payne, A. F.; Storbacka, K. & Frow, P. (2008). Managing the co-creation of value. Journal of the Academy of Marketing Science, 36(1), 83–96. https://doi.org/10.1007/s11747-007-0070-0
Pera, R., Occhiocupo, N., & Clarke, J. (2016). Motives and resources for value co-creation in a multi-stakeholder ecosystem: A managerial perspective. Journal of Business Research, 69(10), 4033-4041. https://doi.org/10.1016/j.jbusres.2016.03.047
Pereira, G. A.; Gosling, M. (2019). Alternate title: Push and pull motivations of Brazilian travel lovers. Brazilian Business Review, Vitória, 16(1) https://doi.org/10.15728/bbr.2019.16.1.5
Pine, J.; Gilmore, J. (1998). Welcome to the experience economy, Harvard Business Review, July-August, 97-105.
Piscicelli, L.; Cooper, T.; Fisher, T. (2015). The role of values in collaborative consumption: insights from a pro-duct-service system for lending and borrowing in the UK. Journal of Cleaner Production, 97, 21-29. https://doi.org/10.1016/j.jclepro.2014.07.032
Prahalad, C. & Ramaswamy, V. (2004a). The future of competition: Co-creating
Prahalad, C. & Ramaswamy, V. (2004b). Co-creation experiences: The next practice in value co-creation. Tou-rism Management, 67, 362-375.https://doi.org/10.1002/dir.20015
Prahalad, C. & Ramaswamy,V. (2000). Co-opting customer competence. Harvard
Prebensen, N. K., & Xie, J. (2017). Efficacy of co-creation and mastering on perceived value and satisfaction in tourists' consumption. Tourism Management, 60, 166-176. https://doi.org/10.1016/j.tourman.2016.12.001
Pullman, M. & Gross, R. M. (2003) Welcome to your Experience: where you can chack out anytime you´d like, but you can never leave. Journal of Business and Management, 9(3), 215-232.
Ranjan, K. R., & Read, S. (2019). Bringing the individual into the co-creation of value. Journal of Services Mar-keting. https://doi.org/10.1108/JSM-02-2019-0056
Ribas, J. R., & Vieira, P. D. C. (2011). Análise multivariada com o uso do SPSS. Rio de Janeiro: Ciência Moder-na.
Rifkin, J. (2014). The zero marginal cost society: The internet of things, the collaborative commons, and the eclipse of capitalism. New York: Palgrave Macmillan.
Rihova, I., Buhalis, D., Gouthro, M. B., & Moital, M. (2018). Social layers of customer-to-customer. Journal of Service Management, 24(5), 553-566. https://doi.org/10.1108/JOSM-04-2013-0092
Rihova, I., Buhalis, D. & Gouthro, M. B. (2013). Customer-to-customer co-creation practices in tourism: Lessons from Customer-Dominant logic. Tourism Management, 67, 362-375. https://doi.org/10.1016/j.tourman.2018.02.010
Ruvio, A., Shogam, A., (2008). Consumers’ need for uniqueness: short-form scale development and cross-cultural validation. Int. Mark. Rev. 25 (1), 33–53. https://doi.org/10.1108/02651330810851872
Sastre, P. T. D. N.; Ikeda, A. A. (2012). Reflexões sobre Consumo Colaborativo. Encontro da ANPAD, 36., 2012. Anais[...].Rio de Janeiro: ANPAD.
Stene, A; Holte, H. (2014). A new lease on life: Why do Norwegian Consumers Participate in Collaborative Con-sumption? A case study of Airbnb and Bilkollektivet. Norwegian School of Economics.
Thomke, S.; Von Hippel, E. (2002). Customers as innovators: A new way to create value. Harvard Business Review, 80(4), 74-81.
Tussyadiah, I. P.; Pesonen, J. (2015). Impacts of peer-to-peer accommodation use on travel patterns. Journal of Travel Research, 1-19. https://doi.org/10.1177/0047287515608505
Van de Glind, P. (2013). The consumer potential of collaborative consumption Amsterdam. Research MSc in Sustainable Development, Utrecht University.
Verleye, K. (2015). The co-creation experience from the Customer Perspective: Its measurement and determi-nants. Journal of Service Management, 26, 321-342. https://doi.org/10.1108/JOSM-09-2014-0254
Völckner, Franziska (2008). The dual role of price: Decomposing consumers reactions to price. Journal of the Academy of Marketing Science, 36 (3), 359-377. https://doi.org/10.1007/s11747-007-0076-7
Voss, K. E.; Spangenberg, E. R. & Grohmann, B. (2003). Measuring the hedonic and utilitarian dimensions of consumer attitude. Journal of Marketing Research 40(3) 310-320. https://doi.org/10.1509/jmkr.40.3.310.19238
Wang, Y. C., Luo, C. C., & Tai, Y. F. (2017). Implementation of delightful services: From the perspective of frontline service employees. Journal of Hospitality and Tourism Management, 31, 90-104. https://doi.org/10.1016/j.jhtm.2016.10.006
Westbrook, Robert A. & William C. Black (1985). A motivation-based shopper typology. Journal ofRetailing, (1), 78-103.
Yadav, R., & Pathak, G. S. (2016). Young consumers' intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of Cleaner Production, 135, 732-739. https://doi.org/10.1016/j.jclepro.2016.06.120
Publicado
Cómo citar
Número
Sección
Licencia
Aquellos autores/as que tengan publicaciones con esta revista, aceptan los términos siguientes:
- Los autores/as conservarán sus derechos de autor y garantizarán a la revista el derecho de primera publicación de su obra, el cuál estará simultáneamente sujeto a la Creative Commons Atribución/Reconocimiento 4.0 Licencia Pública Internacional (CC BY 4.0) que permite a terceros compartir la obra siempre que se indique su autor y su primera publicación esta revista.
- Los autores/as podrán adoptar otros acuerdos de licencia no exclusiva de distribución de la versión de la obra publicada (p. ej.: depositarla en un archivo telemático institucional o publicarla en un volumen monográfico) siempre que se indique la publicación inicial en esta revista.
- Se permite y recomienda a los autores/as difundir su obra a través de Internet (p. ej.: en archivos telemáticos institucionales o en su página web) antes y durante el proceso de envío, lo cual puede producir intercambios interesantes y aumentar las citas de la obra publicada. (Véase El efecto del acceso abierto).
