Prevendo a motivação e a intenção de participar e recomendar grupos de Comida e Bebida no Facebook via eWOM
uma investigação profunda com base na análise da RNA
DOI:
https://doi.org/10.5585/remark.v22i5.23229Palavras-chave:
eWOM; Motivações; Intenção de recomendar; Grupos no Facebook; Redes Neurais ArtificiaisResumo
Objetivo: Esta pesquisa tem como objetivo predizer a motivação e a intenção de participar e recomendar grupos de Comida e Bebida no Facebook, utilizando uma análise baseada em RNA.
Método: Os dados foram coletados de 345 indivíduos, com participação em pelo menos um grupo relacionado ao de Comida e Bebida. Para a análise dos dados, o método não linear da RNA foi utilizado para predizer ocorrências dentro de uma mesma amostra. A relevância da pesquisa está na utilização desse método de predição para testar o modelo teórico proposto, utilizando escalas adaptadas para o estudo.
Originalidade/Relevância: Dada a importância do tema eWOM nas redes sociais, sendo um dos temas de destaque na área, este estudo colabora com o aprofundamento do tema e contribui para a ampliação do conhecimento em métodos não lineares.
Resultados: Como resultado, com base nas revisões do modelo 1, ‘prazer em ajudar’ (44,8%) é o preditor mais importante de ‘motivações para eWOM’. Enquanto, com base na análise do modelo 2, o ‘senso de pertencimento’ (42,7%) é o mais importante para a intenção de recomendar via eWOM. Além disso, o modelo 1 e o modelo 2 apresentaram valores justos e observações para sua validação.
Contribuições teórico-metodológicas: Ajustou-se um modelo teórico por meio de escalas adaptadas para o estudo. Com isso, foi realizado um levantamento e, com base nos resultados obtidos na amostra, utilizou-se uma abordagem do método da RNA.
Contribuições sociais/de gestão: Este estudo ajuda participantes, administradores, moderadores e outros interessados em grupos de Comida e Bebida do Facebook a entender como eles funcionam e a aproveitar as informações trocadas para projetar estratégias que atendam às necessidades da comunidade.
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