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O impacto das novas tecnologias no processo de decisão de compra: o caso das redes sociais e os produtos turísticos
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| 1.4 MB | Adobe PDF |
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Abstract(s)
O tema desta dissertação é o impacto das novas tecnologias na no processo de decisão
de compra e o caso das redes sociais e dos produtos turísticos.
O objetivo principal deste trabalho é aferir a influência das redes sociais no processo de
compra do consumidor. São ainda definidos os seguintes objetivos específicos:
• Aferir a influência da comunicação das redes sociais nas diversas fases do
processo de compra do consumidor.
• Aferir a influência das fontes pessoais usadas nas redes sociais no processo
de compra do consumidor.
• Aferir a importância relativa das diversas redes sociais no processo de
compra do consumidor.
• Aferir se existem diferenças da influência das diversas redes sociais em
termos de dados sociodemográfico.
Em termos metodológicos, este trabalho segue um design descrito, através da aplicação
de questionários a uma amostra não probabilística por conveniência de turistas.
As principais conclusões apontam que as redes sociais não só influenciam o processo de
decisão de compra do consumidor como são usadas frequentemente no processo de
compra. Verificou-se também que o Facebook é considerado o mais importante e de
seguida o Instagram. Conclui-se também que não há diferenças quanto ao género, que
há diferenças quanto à influência da rede social na idade: a faixa 51-69 que sofre mais
influência do Facebook e do Instagram (relativamente à faixa (31-50), a faixa 21-30
sofre maior influência do Instagram do que a faixa 41-50.
The theme of this dissertation is the impact of new technologies on business communication and the case of social networks and tourist destinations. The main objective of this work is to assess the influence of social networks in the consumer buying process. The following specific objectives are also defined: • Assess the influence of social media communication in the various phases of the consumer purchase process. • Assess the influence of personal sources used in social networks in the consumer purchase process. • Assess the relative importance of various social networks in the consumer buying process. • Assess whether there are differences in influence in terms of sociodemographic data. In methodological terms, this work follows a design described, through the application of questionnaires to a non-probabilistic sample for the convenience of tourists. The top priorities are social networks that do not influence the consumer buying process. It was also found that Facebook is considered the most important and then Instagram. It is also concluded that there are no differences regarding gender, that there are differences regarding the influence of the social network on the age: the band 51-69 that is more influenced by Facebook and Instagram (relative to the band (31-50), the band 21-30 is more strongly influenced by Instagram than the 41-50 range.
The theme of this dissertation is the impact of new technologies on business communication and the case of social networks and tourist destinations. The main objective of this work is to assess the influence of social networks in the consumer buying process. The following specific objectives are also defined: • Assess the influence of social media communication in the various phases of the consumer purchase process. • Assess the influence of personal sources used in social networks in the consumer purchase process. • Assess the relative importance of various social networks in the consumer buying process. • Assess whether there are differences in influence in terms of sociodemographic data. In methodological terms, this work follows a design described, through the application of questionnaires to a non-probabilistic sample for the convenience of tourists. The top priorities are social networks that do not influence the consumer buying process. It was also found that Facebook is considered the most important and then Instagram. It is also concluded that there are no differences regarding gender, that there are differences regarding the influence of the social network on the age: the band 51-69 that is more influenced by Facebook and Instagram (relative to the band (31-50), the band 21-30 is more strongly influenced by Instagram than the 41-50 range.
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Keywords
Redes sociais Internet Comunicação empresarial Social networks Internet Business communication