OS EFEITOS DO eWON NA MUDANÇA DE ATITUDES EM RELAÇÃO A UMA NOVA MARCA
Palavras-chave:
Consumidor, eWOM, AtitudeResumo
O boca-a-boca eletrônico ou electronic word-of-mouth (eWOM) tem ganhado importância nos últimos anos nas áreas que estudam o comportamento do consumidor. Este trabalho contribui para o conhecimento sobre o tema investigando as mudanças atitudinais causadas pela sequência de aparição das informações sobre uma nova marca e os efeitos moderadores do envolvimento. Dois experimentos foram conduzidos e os achados sugerem que as informações sobre uma nova marca, quando apresentadas de forma sequencial, podem alterar a atitude de forma relevante se tiverem valências opostas. Estas atitudes podem ser determinantes para a decisão de compra e primeira experiência com uma nova marca.
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Referências
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Andrade, J., Mazzon, J. A., & Katz, S. (2006). Boca-a-boca eletrônico: explorando e integrando conceitos de marketing viral, buzz marketing e word-of-mouse. EMA - Encontro de Marketing da Anpad 2006.
Arias-Bolzmann, L., Chakraborty, G., & Mowen, J. C. (2000). Effects of Absurdity in Ad-vertising: The Moderating Role of Product Category Attitude and the Mediating Role of Cognitive Responses. Journal of Advertising, 29(1), 35–49.
Asch, S. E. (1952). Social Psychology. Science, 332(6029), 530–2.
Bohner, G., & Dickel, N. (2010). Attitudes and Attitude Change. Annual Review of Psy-chology, 62(1), 391–417.
Celsi, R. L., & Olson, J. C. (1988). The Role of Involvement in Attention and Compre-hension Processes. Journal of Consumer Research, 15(2), 210–224.
Chatterjee, P. (2001). Online Reviews: Do Consumers Use Them? Advances in Con-sumer Research, 28, 129–134.
Chen, Y., & Xie, J. (2008). Online Consumer Review: Word-of-Mouth as a New Ele-ment of Marketing Communication Mix. Management Science, 54(3), 477–491.
Chevalier, J. A., & Mayzlin, D. (2006). The Effect of Word of Mouth on Sales: Online Book Reviews. Journal of Marketing Research, 43(3), 345–354.
Dellarocas, C., Zhang, X. (Michael), & Awad, N. F. (2007). Exploring the value of online product reviews in forecasting sales: The case of motion pictures. Journal of Inter-active Marketing.
Duan, W., Gu, B., & Whinston, A. B. (2008). Do online reviews matter? — An empirical investigation of panel data. Decision Support Systems, 45(4), 1007–1016.
Eagly, A. H., & Chaiken, S. (1993). The Nature of Attitudes. In Attitude formation and change (pp. 1–21).
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: an introduction to theory and research. Addison-Wesley Pub. Co.
Fong, J., & Burton, S. (2006). Elecronic Word-of-Mouth. Journal of Interactive Advertis-ing, 6(2), 7–62.
Ghose, A., & Ipeirotis, P. G. (2006). Designing Ranking Systems for Consumer Re-views: The Impact of Review Subjectivity on Product Sales and Review Quality. Proceedings of the International Converence on Decision Support Systems, 1–25.
Godes, D., & Mayzlin, D. (2004). Using Online Conversations to Study Word-of-Mouth Communication. Marketing Science.
Gretzel, U. (2008). Use and Impact of Online Travel Reviews. Information and Commu-nication Technologies in Tourism, 35–46.
Haire, M. (1950). Projective Techniques in Marketing Research. Journal of Marketing, 14(5), 649–656.
Hennig-Thurau, T., & Walsh, G. (2003). Electronic Word of Mouth : Motives for and Consequences of Reading Customer Articulations on the Internet. International Journal of Electronic Commerce, 8(2), 51–74.
Hu, N., Koh, N. S., & Reddy, S. K. (2013). Ratings lead you to the product, reviews help you clinch it? The mediating role of online review sentiments on product sales. Decision Support Systems.
Jalilvand, M. R., Esfahani, S. S., & Samiei, N. (2011). Electronic word-of-mouth: Chal-lenges and opportunities. Procedia Computer Science, 3, 42–46.
Lee, J., Park, D.-H., & Han, I. (2008). The effect of negative online consumer reviews on product attitude: An information processing view. Electronic Commerce Re-search and Applications, 7(3), 341–352.
Liu, Y. (2006). Word of Mouth for Movies: Its Dynamics and Impact on Box Office Rev-enue. Journal of Marketing, 70(3), 74–89.
Malhotra, N. K. (2005). Attitude and affect: new frontiers of research in the 21st century. Journal of Business Research, 58(4), 477–482.
McFadden, D. L., & Train, K. E. (1996). Consumers’ Evaluation of New Products: Learning from Self and Others. Journal of Political Economy.
Murdock, B. B. . J. (1962). The serial position effect of free recall. Journal of Experi-mental Psychology.
Petty, R. E., & Cacioppo, J. T. (1984). The effects of involvement on responses to ar-gument quantity and quality: Central and peripheral routes to persuasion. Journal of Personality and Social Psychology.
Petty, R. E., Cacioppo, J. T., & Goldman, R. (1981). Personal involvement as a determinant of argument-based persuasion. Journal of Personality and Social Psychology.
Sen, S., & Lerman, D. (2007). Why are you telling me this? An examination into nega-tive consumer reviews on the Web. Journal of Interactive Marketing.
Sherif, M., & Hovland, C. I. (1961). Social Judgment: Assimilation and Contrast Effects in Communication and Attitude Change. Yale studies in attitude and communica-tion v4 (Vol. Journal of, pp. 244–252). Yale University Press.
Sparks, B. A., & Browning, V. (2011). The impact of online reviews on hotel booking intentions and perception of trust. Tourism Management, 32(6), 1310–1323.
Spors, Kelly (2006), “How Are We Doing?” Wall Street Journal, November 13, R9.
Subramaniam, C., Shaw, M. J., & Gardner, D. M. (2000). Product Marketing and Chan-nel Management in Electronic Commerce. Information Systems Frontiers, 1(4), 363–378.
Wang, J., & Lee, A. Y. (2006). The Role of Regulatory Focus in Preference Construc-tion. Journal of Marketing Research.
Zaichkowsky, J. L. (1985). Measuring the Involvement Construct. Journal of Consumer Research, 12(3), 341–352.
Zhang, X. (Michael), & Dellarocas, C. (2006). The Lord Of The Ratings: Is A Movie’s Fate is Influenced by Reviews? In ICIS. Association for Information Systems.
Zhu, F., & Zhang, X. (2006). The Influence of Online Consumer Reviews on the De-mand for Experience Goods: The Case of Video Games. In ICIS 2006 Proceedings (p. 17).
Andrade, J., Mazzon, J. A., & Katz, S. (2006). Boca-a-boca eletrônico: explorando e integrando conceitos de marketing viral, buzz marketing e word-of-mouse. EMA - Encontro de Marketing da Anpad 2006.
Arias-Bolzmann, L., Chakraborty, G., & Mowen, J. C. (2000). Effects of Absurdity in Ad-vertising: The Moderating Role of Product Category Attitude and the Mediating Role of Cognitive Responses. Journal of Advertising, 29(1), 35–49.
Asch, S. E. (1952). Social Psychology. Science, 332(6029), 530–2.
Bohner, G., & Dickel, N. (2010). Attitudes and Attitude Change. Annual Review of Psy-chology, 62(1), 391–417.
Celsi, R. L., & Olson, J. C. (1988). The Role of Involvement in Attention and Compre-hension Processes. Journal of Consumer Research, 15(2), 210–224.
Chatterjee, P. (2001). Online Reviews: Do Consumers Use Them? Advances in Con-sumer Research, 28, 129–134.
Chen, Y., & Xie, J. (2008). Online Consumer Review: Word-of-Mouth as a New Ele-ment of Marketing Communication Mix. Management Science, 54(3), 477–491.
Chevalier, J. A., & Mayzlin, D. (2006). The Effect of Word of Mouth on Sales: Online Book Reviews. Journal of Marketing Research, 43(3), 345–354.
Dellarocas, C., Zhang, X. (Michael), & Awad, N. F. (2007). Exploring the value of online product reviews in forecasting sales: The case of motion pictures. Journal of Inter-active Marketing.
Duan, W., Gu, B., & Whinston, A. B. (2008). Do online reviews matter? — An empirical investigation of panel data. Decision Support Systems, 45(4), 1007–1016.
Eagly, A. H., & Chaiken, S. (1993). The Nature of Attitudes. In Attitude formation and change (pp. 1–21).
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: an introduction to theory and research. Addison-Wesley Pub. Co.
Fong, J., & Burton, S. (2006). Elecronic Word-of-Mouth. Journal of Interactive Advertis-ing, 6(2), 7–62.
Ghose, A., & Ipeirotis, P. G. (2006). Designing Ranking Systems for Consumer Re-views: The Impact of Review Subjectivity on Product Sales and Review Quality. Proceedings of the International Converence on Decision Support Systems, 1–25.
Godes, D., & Mayzlin, D. (2004). Using Online Conversations to Study Word-of-Mouth Communication. Marketing Science.
Gretzel, U. (2008). Use and Impact of Online Travel Reviews. Information and Commu-nication Technologies in Tourism, 35–46.
Haire, M. (1950). Projective Techniques in Marketing Research. Journal of Marketing, 14(5), 649–656.
Hennig-Thurau, T., & Walsh, G. (2003). Electronic Word of Mouth : Motives for and Consequences of Reading Customer Articulations on the Internet. International Journal of Electronic Commerce, 8(2), 51–74.
Hu, N., Koh, N. S., & Reddy, S. K. (2013). Ratings lead you to the product, reviews help you clinch it? The mediating role of online review sentiments on product sales. Decision Support Systems.
Jalilvand, M. R., Esfahani, S. S., & Samiei, N. (2011). Electronic word-of-mouth: Chal-lenges and opportunities. Procedia Computer Science, 3, 42–46.
Lee, J., Park, D.-H., & Han, I. (2008). The effect of negative online consumer reviews on product attitude: An information processing view. Electronic Commerce Re-search and Applications, 7(3), 341–352.
Liu, Y. (2006). Word of Mouth for Movies: Its Dynamics and Impact on Box Office Rev-enue. Journal of Marketing, 70(3), 74–89.
Malhotra, N. K. (2005). Attitude and affect: new frontiers of research in the 21st century. Journal of Business Research, 58(4), 477–482.
McFadden, D. L., & Train, K. E. (1996). Consumers’ Evaluation of New Products: Learning from Self and Others. Journal of Political Economy.
Murdock, B. B. . J. (1962). The serial position effect of free recall. Journal of Experi-mental Psychology.
Petty, R. E., & Cacioppo, J. T. (1984). The effects of involvement on responses to ar-gument quantity and quality: Central and peripheral routes to persuasion. Journal of Personality and Social Psychology.
Petty, R. E., Cacioppo, J. T., & Goldman, R. (1981). Personal involvement as a determinant of argument-based persuasion. Journal of Personality and Social Psychology.
Sen, S., & Lerman, D. (2007). Why are you telling me this? An examination into nega-tive consumer reviews on the Web. Journal of Interactive Marketing.
Sherif, M., & Hovland, C. I. (1961). Social Judgment: Assimilation and Contrast Effects in Communication and Attitude Change. Yale studies in attitude and communica-tion v4 (Vol. Journal of, pp. 244–252). Yale University Press.
Sparks, B. A., & Browning, V. (2011). The impact of online reviews on hotel booking intentions and perception of trust. Tourism Management, 32(6), 1310–1323.
Spors, Kelly (2006), “How Are We Doing?” Wall Street Journal, November 13, R9.
Subramaniam, C., Shaw, M. J., & Gardner, D. M. (2000). Product Marketing and Chan-nel Management in Electronic Commerce. Information Systems Frontiers, 1(4), 363–378.
Wang, J., & Lee, A. Y. (2006). The Role of Regulatory Focus in Preference Construc-tion. Journal of Marketing Research.
Zaichkowsky, J. L. (1985). Measuring the Involvement Construct. Journal of Consumer Research, 12(3), 341–352.
Zhang, X. (Michael), & Dellarocas, C. (2006). The Lord Of The Ratings: Is A Movie’s Fate is Influenced by Reviews? In ICIS. Association for Information Systems.
Zhu, F., & Zhang, X. (2006). The Influence of Online Consumer Reviews on the De-mand for Experience Goods: The Case of Video Games. In ICIS 2006 Proceedings (p. 17).
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Publicado
2017-03-08
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Kusters, D., Neto, A. H., Camargo, M. R. de O., & Ribeiro, R. (2017). OS EFEITOS DO eWON NA MUDANÇA DE ATITUDES EM RELAÇÃO A UMA NOVA MARCA. South American Development Society Journal, 1(3), 14–36. Recuperado de http://www.sadsj.org/index.php/revista/article/view/20
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