Antecedentes e consequentes comportamentais das emoções negativas dos consumidores em mídias sociais
Ano de defesa: | 2020 |
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Autor(a) principal: | |
Orientador(a): | |
Banca de defesa: | , , , |
Tipo de documento: | Tese |
Tipo de acesso: | Acesso aberto |
Idioma: | por |
Instituição de defesa: |
Universidade Federal de Santa Maria
Centro de Ciências Sociais e Humanas |
Programa de Pós-Graduação: |
Programa de Pós-Graduação em Administração
|
Departamento: |
Administração
|
País: |
Brasil
|
Palavras-chave em Português: | |
Palavras-chave em Inglês: | |
Área do conhecimento CNPq: | |
Link de acesso: | http://repositorio.ufsm.br/handle/1/24464 |
Resumo: | Online stores are increasingly attracting consumers and have seen substantial sales growth over the past decade. Only in the last year the Brazilian e-commerce grew 12% (SBVC, 2019). As sales grow, there is a tendency to increase the number of complaints and problems that consumers face in their online shopping. Academic marketing research has over time emphasized the positive side of consumer-business relationships (FETSCHERIN, 2019). Therefore, the negative side of these relationships has been set aside. In addition to understanding why a consumer is willing to use a product, it is important to know why they would not do so. negative consumer emotions tend to appear after an episode of service failure. These failures can cause various behavioral and attitudinal reactions in the consumer. Among the negative emotions, dissatisfaction, anger, hate and helplessness play a prominent role as they lead the customer to act against companies. Among these attitudes are behaviors of avoiding the company and / or seeking revenge through the spread of negative electronic word-of-mouth on social networks, as well as comments that make a negative publicity of the company. This thesis sought to understand the behavioral antecedents and consequences of consumers' negative emotions on social media. To create and test the theoretical model, qualitative and quantitative methods were used with consumers from all over Brazil. This theoretical model examined, in three major stages, the path that consumers take after an episode of failure, namely: experience with the company, negative emotions and behavioral responses. Research has shown that there are major challenges to be faced by online retailers in Brazil, such as the improvement of the delivery process of sold products. The severity of failure has been found to influence negative feelings of helplessness, anger, and dissatisfaction, and among these, the only one that influenced the feeling of hate was the helplessness. It was concluded that feelings of consumer dissatisfaction and hate lead to avoidance behavior. That is, the consumer does not have to reach the stage of hating the company to avoid it. In addition, the feeling of hatred influences the desire for revenge that can be given by negative eWOM and online complaint for negative publicity. As a limitation this research failed to perform hypothesis testing for the negative past experience construct. Future research could replicate the theoretical model presented here with more consumers who have had previous negative experiences with online stores. Future research may further study the impact of the cultural aspect on the feeling of hate of Brazilian consumers. After this study, the question remains whether Brazilian consumers hardly feel hate or, for cultural reasons, do not like to use this term to define their emotions. Despite the limitations mentioned, it is considered that the present work contributed to the expansion of studies on the topics addressed, and it is hoped that it can promote future research on these topics. |
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2022-05-25T13:29:05Z2022-05-25T13:29:05Z2020-03-27http://repositorio.ufsm.br/handle/1/24464Online stores are increasingly attracting consumers and have seen substantial sales growth over the past decade. Only in the last year the Brazilian e-commerce grew 12% (SBVC, 2019). As sales grow, there is a tendency to increase the number of complaints and problems that consumers face in their online shopping. Academic marketing research has over time emphasized the positive side of consumer-business relationships (FETSCHERIN, 2019). Therefore, the negative side of these relationships has been set aside. In addition to understanding why a consumer is willing to use a product, it is important to know why they would not do so. negative consumer emotions tend to appear after an episode of service failure. These failures can cause various behavioral and attitudinal reactions in the consumer. Among the negative emotions, dissatisfaction, anger, hate and helplessness play a prominent role as they lead the customer to act against companies. Among these attitudes are behaviors of avoiding the company and / or seeking revenge through the spread of negative electronic word-of-mouth on social networks, as well as comments that make a negative publicity of the company. This thesis sought to understand the behavioral antecedents and consequences of consumers' negative emotions on social media. To create and test the theoretical model, qualitative and quantitative methods were used with consumers from all over Brazil. This theoretical model examined, in three major stages, the path that consumers take after an episode of failure, namely: experience with the company, negative emotions and behavioral responses. Research has shown that there are major challenges to be faced by online retailers in Brazil, such as the improvement of the delivery process of sold products. The severity of failure has been found to influence negative feelings of helplessness, anger, and dissatisfaction, and among these, the only one that influenced the feeling of hate was the helplessness. It was concluded that feelings of consumer dissatisfaction and hate lead to avoidance behavior. That is, the consumer does not have to reach the stage of hating the company to avoid it. In addition, the feeling of hatred influences the desire for revenge that can be given by negative eWOM and online complaint for negative publicity. As a limitation this research failed to perform hypothesis testing for the negative past experience construct. Future research could replicate the theoretical model presented here with more consumers who have had previous negative experiences with online stores. Future research may further study the impact of the cultural aspect on the feeling of hate of Brazilian consumers. After this study, the question remains whether Brazilian consumers hardly feel hate or, for cultural reasons, do not like to use this term to define their emotions. Despite the limitations mentioned, it is considered that the present work contributed to the expansion of studies on the topics addressed, and it is hoped that it can promote future research on these topics.As lojas online atraem cada vez mais consumidores e apresentam um substancial crescimento nas vendas ao longo da última década. Somente no último ano, o e-commerce brasileiro cresceu 12% (SBVC, 2019). Com o crescimento das vendas, há a tendência de aumento no número de reclamações e problemas que os consumidores enfrentam nas suas compras online. As pesquisas acadêmicas na área de marketing enfatizaram ao longo do tempo o lado positivo das relações entre consumidores e empresas (FETSCHERIN, 2019). Assim sendo, o lado negativo dessas relações foi deixado de lado. Além de entender por que um consumidor está disposto a usar um produto é importante saber o motivo pelo qual ele não faria isso. As emoções negativas do consumidor tendem a aparecer após um episódio de falha no serviço. Essas falhas podem provocar diversas reações comportamentais e atitudinais no cliente. Dentre as emoções negativas a insatisfação, raiva, ódio e o desamparo têm um papel de destaque pois levam o cliente a tomar atitudes contra as empresas. Dentre essas atitudes estão inclusos os comportamentos de evitar a empresa e/ou se vingar dela através da propagação do boca a boca negativo eletrônico nas redes sociais, bem como, de comentários que buscam fazer uma publicidade negativa da empresa. Essa tese buscou a compreensão dos antecedentes e consequentes comportamentais das emoções negativas dos consumidores em mídias sociais. Para criar e testar o modelo teórico foram utilizados métodos qualitativos e quantitativos com consumidores de todo o Brasil. Esse modelo examinou, em três grandes etapas, o caminho que o consumidor percorre após um episódio de falha, sendo ele: a experiência com a empresa, as emoções negativas e as respostas comportamentais. A pesquisa demonstrou que existem grandes desafios a serem vencidos pelos varejistas online do Brasil, como a melhora do processo de entrega dos produtos vendidos. Verificou-se que a gravidade da falha influencia os sentimentos negativos de desamparo, raiva e insatisfação, e que, dentre esses, o único que influenciou o ódio foi o desamparo. Concluiu-se que os sentimentos de insatisfação e ódio do consumidor levam ao comportamento de evitação, ou seja, o consumidor não precisa chegar ao estágio de odiar a empresa para passar a evitá-la. Além disso, o sentimento de ódio influencia desejo de vingança que pode se dar pelo eWOM negativo e pela reclamação online para publicidade negativa. Como limitação essa pesquisa não conseguiu realizar o teste de hipóteses para o construto experiência anterior negativa. Futuras pesquisas poderiam replicar o modelo teórico aqui apresentado com um número maior de consumidores que tenham experiências anteriores negativas com as lojas online. Pesquisas futuras podem aprofundar o estudo sobre o impacto do aspecto cultural no sentimento de ódio por parte dos consumires brasileiros. Após este estudo, fica o questionamento se os consumidores brasileiros dificilmente sentem ódio ou, por motivos culturais, não gostam de utilizar esse termo para definir suas emoções. Apesar das limitações mencionadas, considera-se que o presente trabalho contribuiu para ampliação dos estudos sobre as temáticas abordadas, bem como, espera-se que possa promover a realização de futuras pesquisas sobre esses temas.Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPESporUniversidade Federal de Santa MariaCentro de Ciências Sociais e HumanasPrograma de Pós-Graduação em AdministraçãoUFSMBrasilAdministraçãoAttribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessCompras onlineBoca a boca negativoDesejo de vingançaInsatisfaçãoOnline shoppingNegative word of mothDesire of revengeDissatisfactionCNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOAntecedentes e consequentes comportamentais das emoções negativas dos consumidores em mídias sociaisBehavioral antecedents and consequents of consumers negative emotions in social mediainfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/doctoralThesisOliveira, Marta Olivia Rovedder dehttp://lattes.cnpq.br/1370991937163803Corso, Kathiane BenedettiBrandão, Amélia Maria Pinto da CunhaBobsin, DeboraLehnhart, Eliete dos Reishttp://lattes.cnpq.br/8670697569411980Marquetto, Matheus Fröhlich60020000000660060060060060060060041220dfa-43d9-4840-9693-f95bfd031d92a50ce048-d253-44ba-8ea6-c01a3f969f9367e5082a-7476-4a13-83d9-f280c2e5a11351fed615-6f61-4058-89da-e38473a7b714fa03f5f9-d10f-4693-9c75-d5f864454c733c2b85f4-1da1-4554-81f1-2adae56ecdfdreponame:Biblioteca Digital de Teses e Dissertações do UFSMinstname:Universidade Federal de Santa Maria (UFSM)instacron:UFSMLICENSElicense.txtlicense.txttext/plain; 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dc.title.por.fl_str_mv |
Antecedentes e consequentes comportamentais das emoções negativas dos consumidores em mídias sociais |
dc.title.alternative.eng.fl_str_mv |
Behavioral antecedents and consequents of consumers negative emotions in social media |
title |
Antecedentes e consequentes comportamentais das emoções negativas dos consumidores em mídias sociais |
spellingShingle |
Antecedentes e consequentes comportamentais das emoções negativas dos consumidores em mídias sociais Marquetto, Matheus Fröhlich Compras online Boca a boca negativo Desejo de vingança Insatisfação Online shopping Negative word of moth Desire of revenge Dissatisfaction CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
title_short |
Antecedentes e consequentes comportamentais das emoções negativas dos consumidores em mídias sociais |
title_full |
Antecedentes e consequentes comportamentais das emoções negativas dos consumidores em mídias sociais |
title_fullStr |
Antecedentes e consequentes comportamentais das emoções negativas dos consumidores em mídias sociais |
title_full_unstemmed |
Antecedentes e consequentes comportamentais das emoções negativas dos consumidores em mídias sociais |
title_sort |
Antecedentes e consequentes comportamentais das emoções negativas dos consumidores em mídias sociais |
author |
Marquetto, Matheus Fröhlich |
author_facet |
Marquetto, Matheus Fröhlich |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Oliveira, Marta Olivia Rovedder de |
dc.contributor.advisor1Lattes.fl_str_mv |
http://lattes.cnpq.br/1370991937163803 |
dc.contributor.referee1.fl_str_mv |
Corso, Kathiane Benedetti |
dc.contributor.referee2.fl_str_mv |
Brandão, Amélia Maria Pinto da Cunha |
dc.contributor.referee3.fl_str_mv |
Bobsin, Debora |
dc.contributor.referee4.fl_str_mv |
Lehnhart, Eliete dos Reis |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/8670697569411980 |
dc.contributor.author.fl_str_mv |
Marquetto, Matheus Fröhlich |
contributor_str_mv |
Oliveira, Marta Olivia Rovedder de Corso, Kathiane Benedetti Brandão, Amélia Maria Pinto da Cunha Bobsin, Debora Lehnhart, Eliete dos Reis |
dc.subject.por.fl_str_mv |
Compras online Boca a boca negativo Desejo de vingança Insatisfação |
topic |
Compras online Boca a boca negativo Desejo de vingança Insatisfação Online shopping Negative word of moth Desire of revenge Dissatisfaction CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
dc.subject.eng.fl_str_mv |
Online shopping Negative word of moth Desire of revenge Dissatisfaction |
dc.subject.cnpq.fl_str_mv |
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
description |
Online stores are increasingly attracting consumers and have seen substantial sales growth over the past decade. Only in the last year the Brazilian e-commerce grew 12% (SBVC, 2019). As sales grow, there is a tendency to increase the number of complaints and problems that consumers face in their online shopping. Academic marketing research has over time emphasized the positive side of consumer-business relationships (FETSCHERIN, 2019). Therefore, the negative side of these relationships has been set aside. In addition to understanding why a consumer is willing to use a product, it is important to know why they would not do so. negative consumer emotions tend to appear after an episode of service failure. These failures can cause various behavioral and attitudinal reactions in the consumer. Among the negative emotions, dissatisfaction, anger, hate and helplessness play a prominent role as they lead the customer to act against companies. Among these attitudes are behaviors of avoiding the company and / or seeking revenge through the spread of negative electronic word-of-mouth on social networks, as well as comments that make a negative publicity of the company. This thesis sought to understand the behavioral antecedents and consequences of consumers' negative emotions on social media. To create and test the theoretical model, qualitative and quantitative methods were used with consumers from all over Brazil. This theoretical model examined, in three major stages, the path that consumers take after an episode of failure, namely: experience with the company, negative emotions and behavioral responses. Research has shown that there are major challenges to be faced by online retailers in Brazil, such as the improvement of the delivery process of sold products. The severity of failure has been found to influence negative feelings of helplessness, anger, and dissatisfaction, and among these, the only one that influenced the feeling of hate was the helplessness. It was concluded that feelings of consumer dissatisfaction and hate lead to avoidance behavior. That is, the consumer does not have to reach the stage of hating the company to avoid it. In addition, the feeling of hatred influences the desire for revenge that can be given by negative eWOM and online complaint for negative publicity. As a limitation this research failed to perform hypothesis testing for the negative past experience construct. Future research could replicate the theoretical model presented here with more consumers who have had previous negative experiences with online stores. Future research may further study the impact of the cultural aspect on the feeling of hate of Brazilian consumers. After this study, the question remains whether Brazilian consumers hardly feel hate or, for cultural reasons, do not like to use this term to define their emotions. Despite the limitations mentioned, it is considered that the present work contributed to the expansion of studies on the topics addressed, and it is hoped that it can promote future research on these topics. |
publishDate |
2020 |
dc.date.issued.fl_str_mv |
2020-03-27 |
dc.date.accessioned.fl_str_mv |
2022-05-25T13:29:05Z |
dc.date.available.fl_str_mv |
2022-05-25T13:29:05Z |
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doctoralThesis |
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Programa de Pós-Graduação em Administração |
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UFSM |
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Brasil |
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Administração |
publisher.none.fl_str_mv |
Universidade Federal de Santa Maria Centro de Ciências Sociais e Humanas |
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