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Doctoral Thesis
DOI
Document
Author
Full name
Bruna Seibert Motta
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2019
Supervisor
Committee
Batista, Leandro Leonardo (President)
Correa, Elizabeth Nicolau Saad
Farias, Luiz Alberto Beserra de
Karhawi, Issaaf Santos
Santos, Tarcyanie Cajueiro
Viana, Pablo Moreno Fernandes
Title in Portuguese
Atribuição de confiança em rede: os fatores que (con)formam os grupos de referência
Keywords in Portuguese
comportamento do consumidor
confiança
consumo
grupos de referência
prossumidor
Abstract in Portuguese
O processo de consumo é complexo e sofre constantes transformações. Em função das novas demandas e ofertas do mercado, o comportamento do consumidor se reorganiza, transformando hábitos em novos rituais e reformulando rituais antigos. Esta tese visa alargar os paradigmas acerca das conexões - especificamente do mundo digital - entre consumidores e seus grupos de referência, entendendo a importância de tais grupos, como acontecem as troca de informações, quais são os fatores dos pontos de conexão que mais impactam na tomada de decisão de consumo e, especialmente, como ocorre a atribuição de confiança. Partindo da bibliografia existente - com aporte na comunicação, psicologia social e algumas áreas das ciências exatas - construiu-se o corpo teórico desta tese que demandou ainda o atrelamento de pesquisa exploratória e de campo tendo em vistas a constante necessidade de observar o fenômeno, suas rápidas e constantes mudanças e, logicamente, da subsequente coleta de dados que qualificaram e deram escopo às análises das observações, corroborando ou dissuadindo as hipóteses levantadas. Os resultados encontrados nos apontam as diferenças entre os perfis dos consumidores e as diferentes formas de interação com os comentários online e as formas particulares como cada tipo de consumidor atribui confiança aos demais consumidores.
Title in English
-
Keywords in English
consumer behavior
consumption
groups influence
prosumer
trust
Abstract in English
The consumption process is complex and undergoes constant transformations. Due to the new demands and offers of the market, the consumer behavior reorganizes and transformes habits into new rituals and restate old rituals. This thesis aims to broaden the paradigms about the connections - specifically of the digital world - between consumers and their reference groups, understanding the importance of such groups, how the network works, which factors oin connection points are most importante to consumer decision-making and, especially, how trust assignment occurs. Based on the existing bibliography - with englobes communication, social psychology and some areas of the exact sciences - the theoretical scope of this thesis was builded, which also demanded the linkage of exploratory and field research by the constant need to observe the phenomena, this fast and constant changes and, of course, the subsequent collection of data that qualified and gave scope to the analyzes of the observations, corroborating or dissuading the hypotheses raised. The results showed us the differences between consumer profiles and the different forms of interaction with online comments and the particular ways in which each type of consumer attributes trust to other consumers
 
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BrunaSeibertMotta.pdf (6.80 Mbytes)
Publishing Date
2019-09-24
 
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