Modelo das intenções de reserva de hospedagem via aplicativos de redes sociais
The increasing use of mobile devices and the improvement in the development of social media platforms have brought significant changes to the travel planning process and to e-commerce in tourism. Mobile social commerce resulted from the evolution of traditional electronic commerce, which started...
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Intenção de reserva Reserva online Hospedagem Aplicativos de redes sociais Comércio social móvel CNPQ::CIENCIAS SOCIAIS APLICADAS::TURISMO |
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Intenção de reserva Reserva online Hospedagem Aplicativos de redes sociais Comércio social móvel CNPQ::CIENCIAS SOCIAIS APLICADAS::TURISMO Gondim, Cibelle Batista Modelo das intenções de reserva de hospedagem via aplicativos de redes sociais |
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The increasing use of mobile devices and the improvement in the development of social media
platforms have brought significant changes to the travel planning process and to e-commerce in
tourism. Mobile social commerce resulted from the evolution of traditional electronic commerce,
which started to incorporate functions of socialization and exchange of information between users,
concomitantly to the adaptation of commercial transactions to mobile devices. The main objective of
this thesis was to develop a theoretical model that brings together the factors that influence the
intention to book accommodation through social network applications. The model developed had as
its initial theoretical basis the Theory of Planned Behavior. Variables from four other theories were
added to the constructs of that theory, namely: perceived general risk (Perceived Risk Theory),
reputation of the social network platform (Signaling Theory), perceived relative advantage (Diffusion
of Innovations Theory) and perceived social support (Social Support Theory). The variables included
in the model refer to characteristics of social network applications. The research sampling was nonprobabilistic. In total, 486 valid questionnaires were analyzed, applied online to Brazilian consumers
who use social networking applications. The research with a quantitative approach, and characterized
as descriptive, correlational, and explanatory, adopted the technique of modeling structural equations
by partial least squares for the analysis and treatment of data. The software used to analyze the model
was SmartPLS 3 (version 3.3.9). Among ten hypotheses established, nine were supported. The model
achieved substantial explanatory power, being able to explain 75.8% (R² = 0.758) of booking
intentions in the analyzed context. Regarding the intention to book construct, among the four
independent variables proposed in the model as related to it, it was found that attitude was the most
influential and significant, mediating (totally or partially) other established relationships. The
favorable attitude of consumers obtained in the model an explanatory value of 70.1% (R² = 0.701).
Among the relationships of influence on attitude, the perceived relative advantage proved to be the
most representative, despite its moderate effect. This perception of the relative advantage of social
media apps as accommodation booking channels, compared to other available options, resulted in the
investigation of aspects such as perceived pleasure, perceived financial advantage, convenience, and
personalized ads, respectively. It was noted that the opinion of third parties (or subjective norms) on
the use of social networking applications in the context studied demonstrated a reasonable influence
on both attitude and intention to book. On the other hand, perceived behavioral control showed a
positive and insignificant influence on consumers' attitude. The relationship established between the
general perceived risk and the attitude proved to be negative and insignificant. Among the types of
risks observed in the context of consumption in social network applications, privacy and security,
psychological and financial risks stood out. It was found that the perception of a good reputation of
the social network platform attested to having an indirect and negligible effect on the intention to
book accommodation through the mediation of attitude. Although the hypothesis of a direct
relationship between perceived social support and intention to book has not been confirmed, this
construct has been shown to have an influence through the mediation of subjective norms and attitude.
It should be noted, however, that this effect was negligible. It was possible to verify that informational
support, emotional support, and platform support were significant for the respondents' perception of
general social support, in that order. In turn, this perceived general support had a moderate influence
on the social pressure felt by them (subjective norms) regarding the possibility of using social network
applications to book accommodation. From the analysis of the results, the study brought theoretical
and practical contributions to researchers in the field of tourism and hospitality, to managers of
accommodation companies, and to the platforms that manage social network applications. |
| author2 |
Mendes Filho, Luiz Augusto Machado |
| author_facet |
Mendes Filho, Luiz Augusto Machado Gondim, Cibelle Batista |
| format |
doctoralThesis |
| author |
Gondim, Cibelle Batista |
| author_sort |
Gondim, Cibelle Batista |
| title |
Modelo das intenções de reserva de hospedagem via aplicativos de redes sociais |
| title_short |
Modelo das intenções de reserva de hospedagem via aplicativos de redes sociais |
| title_full |
Modelo das intenções de reserva de hospedagem via aplicativos de redes sociais |
| title_fullStr |
Modelo das intenções de reserva de hospedagem via aplicativos de redes sociais |
| title_full_unstemmed |
Modelo das intenções de reserva de hospedagem via aplicativos de redes sociais |
| title_sort |
modelo das intenções de reserva de hospedagem via aplicativos de redes sociais |
| publisher |
Universidade Federal do Rio Grande do Norte |
| publishDate |
2022 |
| url |
https://repositorio.ufrn.br/handle/123456789/49614 |
| work_keys_str_mv |
AT gondimcibellebatista modelodasintencoesdereservadehospedagemviaaplicativosderedessociais |
| _version_ |
1773966323208945664 |
| spelling |
ri-123456789-496142022-10-21T20:13:24Z Modelo das intenções de reserva de hospedagem via aplicativos de redes sociais Gondim, Cibelle Batista Mendes Filho, Luiz Augusto Machado https://orcid.org/0000-0002-3255-5620 http://lattes.cnpq.br/5370077447949682 https://orcid.org/0000-0002-9175-8903 http://lattes.cnpq.br/7785924812425468 Marques Júnior, Sérgio http://lattes.cnpq.br/3095760811566254 Ramos, Anatalia Saraiva Martins http://orcid.org/0000-0002-8578-2018 http://lattes.cnpq.br/1151025937054810 Chagas, Márcio Marreiro das Abreu, Nelsio Rodrigues de Limberger, Pablo Flôres Intenção de reserva Reserva online Hospedagem Aplicativos de redes sociais Comércio social móvel CNPQ::CIENCIAS SOCIAIS APLICADAS::TURISMO The increasing use of mobile devices and the improvement in the development of social media platforms have brought significant changes to the travel planning process and to e-commerce in tourism. Mobile social commerce resulted from the evolution of traditional electronic commerce, which started to incorporate functions of socialization and exchange of information between users, concomitantly to the adaptation of commercial transactions to mobile devices. The main objective of this thesis was to develop a theoretical model that brings together the factors that influence the intention to book accommodation through social network applications. The model developed had as its initial theoretical basis the Theory of Planned Behavior. Variables from four other theories were added to the constructs of that theory, namely: perceived general risk (Perceived Risk Theory), reputation of the social network platform (Signaling Theory), perceived relative advantage (Diffusion of Innovations Theory) and perceived social support (Social Support Theory). The variables included in the model refer to characteristics of social network applications. The research sampling was nonprobabilistic. In total, 486 valid questionnaires were analyzed, applied online to Brazilian consumers who use social networking applications. The research with a quantitative approach, and characterized as descriptive, correlational, and explanatory, adopted the technique of modeling structural equations by partial least squares for the analysis and treatment of data. The software used to analyze the model was SmartPLS 3 (version 3.3.9). Among ten hypotheses established, nine were supported. The model achieved substantial explanatory power, being able to explain 75.8% (R² = 0.758) of booking intentions in the analyzed context. Regarding the intention to book construct, among the four independent variables proposed in the model as related to it, it was found that attitude was the most influential and significant, mediating (totally or partially) other established relationships. The favorable attitude of consumers obtained in the model an explanatory value of 70.1% (R² = 0.701). Among the relationships of influence on attitude, the perceived relative advantage proved to be the most representative, despite its moderate effect. This perception of the relative advantage of social media apps as accommodation booking channels, compared to other available options, resulted in the investigation of aspects such as perceived pleasure, perceived financial advantage, convenience, and personalized ads, respectively. It was noted that the opinion of third parties (or subjective norms) on the use of social networking applications in the context studied demonstrated a reasonable influence on both attitude and intention to book. On the other hand, perceived behavioral control showed a positive and insignificant influence on consumers' attitude. The relationship established between the general perceived risk and the attitude proved to be negative and insignificant. Among the types of risks observed in the context of consumption in social network applications, privacy and security, psychological and financial risks stood out. It was found that the perception of a good reputation of the social network platform attested to having an indirect and negligible effect on the intention to book accommodation through the mediation of attitude. Although the hypothesis of a direct relationship between perceived social support and intention to book has not been confirmed, this construct has been shown to have an influence through the mediation of subjective norms and attitude. It should be noted, however, that this effect was negligible. It was possible to verify that informational support, emotional support, and platform support were significant for the respondents' perception of general social support, in that order. In turn, this perceived general support had a moderate influence on the social pressure felt by them (subjective norms) regarding the possibility of using social network applications to book accommodation. From the analysis of the results, the study brought theoretical and practical contributions to researchers in the field of tourism and hospitality, to managers of accommodation companies, and to the platforms that manage social network applications. O crescente uso de dispositivos móveis e a melhoria no desenvolvimento das plataformas de mídia social trouxeram mudanças significativas para o processo de planejamento de viagens e para o comércio eletrônico no turismo. O comércio social móvel resultou da evolução do comércio eletrônico tradicional, que passou a incorporar funções de socialização e de troca de informações entre usuários, concomitantemente à adaptação das transações comerciais para os dispositivos móveis. O objetivo central desta tese consistiu em desenvolver um modelo teórico que reúna os fatores que influenciam a intenção de reservar hospedagem através de aplicativos de redes sociais. O modelo desenvolvido teve como base teórica inicial a Teoria do Comportamento Planejado. Aos constructos da referida teoria foram acrescidas variáveis de outras quatro, a saber: risco geral percebido (Teoria do Risco Percebido), reputação da plataforma de rede social (Teoria da Sinalização), vantagem relativa percebida (Teoria de Difusão das Inovações) e suporte social percebido (Teoria do Suporte Social). As variáveis incluídas no modelo remetem a características dos aplicativos de redes sociais. A amostragem da pesquisa foi do tipo não probabilística. No total foram analisados 486 questionários válidos, aplicados de forma online junto a consumidores brasileiros que utilizam os aplicativos de redes sociais. A pesquisa de abordagem quantitativa, caracterizada como descritiva, correlacional e explicativa, adotou a técnica de modelagem de equações estruturais por mínimos quadrados parciais para a análise e tratamento dos dados. O software utilizado na análise do modelo foi o SmartPLS 3 (versão 3.3.9). Dentre dez hipóteses estabelecidas, nove foram suportadas. O modelo alcançou um poder explicativo substancial, sendo capaz de explicar 75,8% (R² = 0,758) das intenções de reserva no contexto analisado. Relativamente ao constructo intenção de reserva, dentre as quatro variáveis independentes propostas no modelo em relação a ele, verificou-se que a atitude foi a mais influente e significativa, mediando (total ou parcialmente) outras relações estabelecidas. A atitude favorável dos consumidores obteve no modelo um valor explicativo de 70,1% (R² = 0,701). Dentre as relações de influência sobre a atitude, a vantagem relativa percebida mostrou ser a mais representativa, apesar de seu efeito moderado. Esta percepção da vantagem relativa dos aplicativos de redes sociais como canais de reserva de acomodações, face a outras opções disponíveis, resultou na investigação de aspetos como prazer percebido, vantagem financeira percebida, conveniência e anúncios personalizados, respetivamente. Notou-se que a opinião de terceiros (ou normas subjetivas) sobre o uso de aplicativos de redes sociais no contexto estudado demonstrou uma influência razoável tanto na atitude, quanto na intenção de reserva. Por outro lado, o controle comportamental percebido evidenciou exercer uma influência positiva e pouco significativa sobre a atitude dos consumidores. A relação estabelecida entre o risco geral percebido e a atitude mostrou ser negativa e insignificante. Dentre os tipos de riscos observados no contexto de consumo nos aplicativos de redes sociais destacaram-se os riscos de privacidade e segurança, o psicológico, e o financeiro. Constatou-se que a percepção de uma boa reputação da plataforma de rede social atestou ter efeito indireto e ínfimo sobre a intenção de reserva de hospedagem por mediação da atitude. Embora a hipótese de relação direta entre o suporte social percebido e a intenção de reserva não tenha se confirmado, esse constructo demonstrou ter influência por mediação das normas subjetivas e da atitude. Salienta-se, contudo, que esse efeito foi irrisório. Foi possível verificar que o suporte informacional, o suporte emocional e o suporte da plataforma mostraram-se significativos para a percepção de suporte social geral pelos respondentes, nessa ordem. Por sua vez, esse suporte geral percebido teve influência moderada sobre a pressão social sentida pelos mesmos (normas subjetivas) relativamente a possibilidade de utilizar os aplicativos de redes sociais para a reserva de hospedagem. A partir da análise dos resultados, o estudo trouxe contribuições teóricas e práticas para pesquisadores da área de turismo e hospitalidade, para gestores de empresas de hospedagem, e para as plataformas que administram os aplicativos de redes sociais. 2022-10-21T20:07:43Z 2022-10-21T20:07:43Z 2022-09-02 doctoralThesis GONDIM, Cibelle Batista. Modelo das intenções de reserva de hospedagem via aplicativos de redes sociais. Orientador: Luiz Augusto Machado Mendes Filho. 2022. 318f. Tese (Doutorado em Turismo) - Centro de Ciências Sociais Aplicadas, Universidade Federal do Rio Grande do Norte, Natal, 2022. https://repositorio.ufrn.br/handle/123456789/49614 pt_BR Acesso Aberto application/pdf Universidade Federal do Rio Grande do Norte Brasil UFRN PROGRAMA DE PÓS-GRADUAÇÃO EM TURISMO |