Antecedentes do comportamento de engajamento dos consumidores com o boca-a-boca eletrônico (eWOM) negativo em um ecossistema móvel
The usage of mobile devices, such as smartphones and tablets, by consumers has been growing exponentially around the world. As a result, a new business model emerged in mobile application stores’ environment, driven by the progress in the use of internet and social networks. In the context of mob...
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| Formato: | Dissertação |
| Idioma: | por |
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| Endereço do item: | https://repositorio.ufrn.br/jspui/handle/123456789/22197 |
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| Resumo: | The usage of mobile devices, such as smartphones and tablets, by consumers has been
growing exponentially around the world. As a result, a new business model emerged in
mobile application stores’ environment, driven by the progress in the use of internet and
social networks. In the context of mobility, the practice of electronic word-of-mouth (eWOM)
happens through the evaluation ("reviews") of applications and the exchange and
dissemination of information. Some studies have approached the electronic marketing
eWOM, but there are few studies focusing on the consumers’ engagement in providing
negative comments. The objective of this research is to understand the reasons that lead
consumers to provide negative reviews in an environment of the mobile market. The literature
shows that negative eWOM has a greater influence on potential customers when compared to
the positive. The Theory of Planned Behavior (TPB) along with motivators identified in the
literature, such as altruism, emotions, venting negative feelings, revenge, search for actions,
reputation and reciprocity have been adopted as theoretical framework for understanding the
consumers’engagement in the atmosphere of mobile application stores. The study is a
descriptive and exploratory research using a qualitative approach and the symbolic
interactionism as theoretical technique in order to understand the meanings assigned by their
experiences. Verbal data were collected through episodic semi-structured interviews
conducted and recorded in the online environment. The research sample was composed by
consumers who practice negative eWOM. For data analysis, the categorical content analysis
was used with the support of QSR NVivo® software. To interpret, comparative analyzes were
made using tree maps, structural matrix and coding matrix. It was found that the most evident
reasons for using applications were satisfaction of needs, ease in activities, friends
recommendation, mobility and use coupled to services. Four drivers were evidenced by
consumers to spread negative reviews in mobile application stores, they are: Altruism,
emphasizing the desire to warn other consumers; Searching for Providences, with the
emphasis on the search for improvements of applications; Negative emotions, especially
anger, frustration, and; Reciprocity, enhancing the aspect of fellowship in the atmosphere of
the mobile application store environment and the desire to feel helped. Consumers have
shown that they engage in this mobile ecosystem indepent of social influences and pressures
from friends. Environmental factors, such as channel evaluation and the internet, are seen as
facilitators, while the lack of interaction and some incentives used by developers, such as
issuing alerts, can disrupt behaviors of engagement with eWOM. The research findings
contribute to explore the field of studies on the negative eWOM in the national context, and
also advances knowledge about the reasons for the spread of negative reviews and consumer
habits in mobile application stores. Based on survey information, developers and businesses
can develop strategies to improve interaction with consumers of mobile applications. |
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