Efeitos dos laços sociais, confiança e influência interpessoal na compra online

• Diana Pianezzer ^[1] ; Fabricia Durieux Zucco ^[1] ; Christian Falaster ^[2]
  1. [1] Universidade Regional de Blumenau

     Universidade Regional de Blumenau

     Brasil

     
  2. [2] Universidade Nove de Julho

     Universidade Nove de Julho

     Brasil

     
• Localización: Razón y palabra, ISSN-e 1605-4806, Nº. 96, 2017
• Idioma: español
• Títulos paralelos:
  • Efectos de los lazos sociales, de la confianza y de la influencia interpersonal en la compra en línea
  • Effects of social ties, trust and interpersonal influence on online buying propensity
• Enlaces
  • Texto completo
• Resumen
  • español

    El presente trabajo se propuso como meta el estudiar el compromiso del consumidor en las redes sociales, con la finalidad de comprender las variables de confianza, lazos sociales e influencias interpersonales que componen el comportamiento del consumidor. Se le dio seguimiento al trabajo y se utilizó como sujetos de estudio a usuarios de las redes sociales, a los que se les realizó un survey sobre el factor de decisión de la compra por Internet. Entre los principales resultados encontrados están los factores de influencia interpersonal de índole informativo y normativo, siendo éstas últimas las variables que ejercen mayor influencia en el acto de la compra en línea. Se considera que este estudio contribuyó a la comprensión del mercado en línea y a las actitudes de los usuarios en las redes sociales y sus preferencias en ese sentido.

  • português

    O presente trabalho propõe estudar o engajamento do consumidor nas redes sociais, a fim de compreender as variáveis de confiança, laços sociais e influências interpessoais que compõe o comportamento do consumidor. Para isso, utilizou-se como sujeitos de estudo usuários de redes sociais, onde realizou-se um survey sobre o fator de decisão de compra pela internet. Entre as principais descobertas, estão os fatores de influência interpessoal informativa e normativa, que são as variáveis mais influenciadoras no ato da compra online. Este estudo contribuiu para a compreensão do mercado online e as atitudes dos usuários na rede social e suas preferências.

  • English

    This paper proposes the study of consumer engagement on social networks in order to understand the how trust, social ties and interpersonal influences affect the online consumption behavior. For this, we used users of social networks as sample of study, where we carried out a survey on online purchasing decision. Among the key findings are the informational interpersonal influence and normative factors, which are the most influential variables in the act of buying online. This study contributed to the understanding of the online market and its implications for brand management.

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