INTENÇÃO DE COMPRA EM SOCIAL COMMERCE

STUDY ON THE INFLUENCE OF CONSUMER LEARNING BEHAVIOR

Authors

Abstract

Based on the Theory of Social Learning, the present work developed a research model to examine the learning behavior of consumers from the main components of Social Commerce (CSC) and observational learning, and thus analyze the influence on trust in the platform, intention purchase and word-of-mouth intention. In order to fulfill the objectives of this work, a survey was carried out with 162 respondents, and using Structural Equation Modeling as a method of data analysis. The results suggest that the observational learning variable has an influence on the trust variable on the platform, as well as the trust on the Social Commerce platform has positive effects on the variables purchase intention and word of mouth intention. Furthermore, contrary to the expectations of the present study, the results suggest that the dimensions of learning from the main CSCs do not have a significant influence on the trust variable.

Author Biographies

Edilson Oliveira Mesquita , Universidade Estudal Do Ceará

Graduated in Business Administration from the State University of Ceará (2017) and Master in Business Administration from the same institution (2020). He's an entrepreneur.

Danielle Miranda de Oliveira Arruda Gomes , Universidade Estadual do Ceará (UECE)

Doctorate in Business Administration (Institut d´Administration d´Entreprises de l´Université de Nice, 1992), Master in Administration and Professional Master in Marketing (Institut d´Administration d´Entreprises de l´Université de Nice, 1987 and 1986). Teacher of the Postgraduate Program in Administration at the State University of Ceará (PPGA UECE). 

Ezequiel Alves Lobo, Universidade Estadual do Ceará/Professor da graduação em Administração (CESA)

Graduated in Business Administration from the University of Fortaleza (2017), Master in Business Administration from the State University of Ceará (2020). Teacher of the undergraduate course in Administration at the State University of Ceará (CESA).

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Published

23/08/21

Issue

Vol.20 N° 1 - Janeiro/Março 2021

Section

Artigos

License

Declaro que o presente artigo é original, não tendo sido submetido à publicação em qualquer outro periódico nacional ou internacional, quer seja em parte ou em sua totalidade. Declaro, ainda, que uma vez publicado na Revista FACES, editada pela Universidade FUMEC, o mesmo jamais será submetido por mim ou por qualquer um dos demais co-autores a qualquer outro periódico. Através deste instrumento, em meu nome e em nome dos demais co-autores, porventura existentes, cedo os direitos autorais do referido artigo à Universidade Fumec e declaro estar ciente de que a não observância deste compromisso submeterá o infrator a sanções e penas previstas na Lei de Proteção de Direitos Autorias (Nº9609, de 19/02/98).

 

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