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Ceia, Patrícia Andreia de Sousa (2016)
Publisher: Instituto Superior de Economia e Gestão
Languages: Portuguese
Types: Master thesis
Subjects: web 2.0, Youtube, conteúdo gerado e partilhado pelos utilizadores, valor, utilidade, credibilidade, atitudes, comportamentos, user generated content, value, utility, credibility, attitudes, behaviors
Mestrado em Marketing As mudanças que têm ocorrido no meio digital conduziram a alterações no comportamento dos consumidores. Uma delas trata-se do facto de se basearem em fontes de informação não controláveis pelos marketers, como o conteúdo criado e partilhado pelos utilizadores (UGC - User Generated Content), como exemplifica o Youtube. Esta investigação pretende compreender a relação existente entre o valor deste conteúdo e a utilidade percebida pelos consumidores relativamente ao mesmo, assim como a influência que a utilidade e a credibilidade do UGC podem ter nas atitudes dos consumidores. Procura-se averiguar também qual a relação entre as atitudes e as intenções comportamentais dos portugueses. A investigação teve por base um estudo quantitativo e uma amostragem por conveniência, tendo sido obtidas 748 respostas ao questionário. Os resultados obtidos através de uma análise de dados multivariada indicam que o valor do UGC no Youtube tem um impacto positivo na utilidade percebida pelos consumidores. Adicionalmente, verifica-se que as atitudes dos consumidores se relacionam positivamente com a sua perceção de utilidade e credibilidade. Observa-se ainda que as atitudes dos consumidores afetam positivamente as suas intenções comportamentais perante o UGC. As conclusões deste estudo trazem um maior conhecimento sobre relações que não tinham sido estudadas e permitiram verificar a adequabilidade dessas. Compreender o comportamento dos consumidores é também essencial, por conseguinte, este estudo contribui com um maior conhecimento do fenómeno em Portugal. Os resultados permitem também verificar que o UGC é uma boa ferramenta para os marketers estabelecerem uma ligação emocional entre as marcas e os consumidores. The transformation that have been occurred in digital environment led to changes in consumer behavior. There are information sources that are not controlled by marketers, as user generated content (UGC) of which Youtube refers to. This research aims to understand the relation between the value of these new type contents and the utility perceived by consumers, as well as the influence that the utility and credibility of UGC have in the consumer's attitudes. The aim is to investigate the relation between the attitudes and behaviors in Portugal. The research was based on a quantitative study and a convenience sampling, and have been obtained 748 responses to the questionnaire. The results obtained from multivariate data analysis indicate that the UGC's value on YouTube has a positive impact on the perceived utility by consumers. In addition, consumer attitudes towards that content is positively related to their perception of utility and credibility of that content. It can be still seen that the attitudes of consumers affect positively their behavioral intentions towards the UGC. The findings of this study contribute in this area, to the extent that it brings a better understanding of the relationships that had not been studied yet and allowed to verify the appropriateness of the relationship. Understanding consumer behavior is essential, therefore, this study contributes to a better understanding of the phenomenon in Portugal. The results allow us to find that the UGC is a suitabletool for managers and marketers to establish an emotional connection between brands and consumers. info:eu-repo/semantics/publishedVersion

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