A Influência do Boca a Boca Eletrônico: Uma Análise dos Canais e Formatos na Tomada de Decisão em Plataformas de Aluguel por Temporada

Alvaro José de Souto, José Baltazar Salgueirinho Osório de Andrade Guerra, Clarissa Carneiro Mussi, Ivone Junges, Sandro Vieira Soares

Resumo


Esta pesquisa tem como objetivo central compreender como os consumidores avaliam e consideram os diferentes canais e formatos, relacionados ao boca a boca eletrônico no processo de tomada de decisão do consumidor, em plataformas de aluguel por temporada.  Vinte e oito entrevistas semiestruturadas foram conduzidas com usuários de plataformas de aluguel por temporada, sendo posteriormente categorizadas e analisadas por meio da técnica de análise de conteúdo. Entre os achados, contatou-se que os consumidores ao terem incerteza relacionada a confiança nos formatos e canais de boca a boca eletrônico, no processo de tomada de decisão do consumidor em plataformas de aluguel por temporada, buscam validar as informações utilizando outras estratégias.


Palavras-chave


Comportamento do consumidor online; Boca a boca eletrônico; Plataformas de aluguel por temporada

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