El papel de la utilidad y las motivaciones hedónicas en la creación de valor y su relación con la experiencia de AIRBNB

Autores/as

DOI:

https://doi.org/10.7784/rbtur.v14i3.1922

Palabras 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.

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Biografía del autor/a

Gabrielle Maria de Oliveira Chagas, Universidade Federal de Campina Grande (UFCG), Campina Grande, PB.

Doutoranda em Administração com ênfase em Finanças pela Universidade Federal Pernambuco (UFPE). Mestre e Graduada em Administração pela Universidade Federal de Campina Grande (UFCG). Trabalhou como Analista de Finanças da Área Técnica na Fundação Parque Tecnológico da Paraíba.

Edvan Cruz Aguiar, Universidade Federal de Campina Grande (UFCG), Campina Grande, PB.

Professor Adjunto da Unidade Acadêmica de Administração e Contabilidade da Universidade Federal de Campina Grande (UAAC/UFCG). Bacharel em Administração de Empresas pela Universidade Estadual da Paraíba UEPB. Mestre e Doutor em Administração pela Universidade Federal de Pernambuco PROPAD/UFPE, tendo realizado estágio doutoral na Georgia State University (J. Mack Robinson College of Business). Membro Permanente do Programa de Pós-Graduação em Administração da Universidade Federal de Campina Grande - PPGA/UFC e Líder do Laboratório de Análises e Estudos do Comportamento do Consumidor (L@EC).

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Publicado

2020-09-01

Cómo citar

de Oliveira Chagas, G. M., & Cruz Aguiar, E. (2020). El papel de la utilidad y las motivaciones hedónicas en la creación de valor y su relación con la experiencia de AIRBNB . Revista Brasileira De Pesquisa Em Turismo, 14(3), 158–176. https://doi.org/10.7784/rbtur.v14i3.1922