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ETDs @PUC-Rio
Estatística
Título: VIRTUAL COMMUNITIES AS REFERENCE GROUPS: PARTICIPANT’S PERSPECTIVE
Autor: GABRIELA PASINATO ALVES LEAL
Colaborador(es): LUIS FERNANDO HOR MEYLL ALVARES - Orientador
Catalogação: 03/JAN/2011 Língua(s): PORTUGUESE - BRAZIL
Tipo: TEXT Subtipo: THESIS
Notas: [pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio.
[en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio.
Referência(s): [pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=16675&idi=1
[en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=16675&idi=2
DOI: https://doi.org/10.17771/PUCRio.acad.16675
Resumo:
The literature considers the virtual communities as a group of reference. This explanatory study looked to investigate the relationship among the members of these communities and the influence that the groups exercise on the purchase decisions of its members. The research was divided into two parts: initially the comments of the community members, chosen as an object of study, were analyzed to indentify categories related to the influences. Following that, 21 participants were interviewed from a detailed outline based on identified categories. The analysis of the messages posted in the group and of the interviews showed evidence of an existing code of behavior, suggesting that for some members, the community acts as a normative reference group, characterized by strong identification among the participants. The group leaders seem to participate the most in the debates, or the ones who already had experiences with a range of products and services related to the subject of the group, or the ones who are believed to have good taste. Besides everything that was said, changes in choices and behavior were also observed, as a result of the interactions among the participants.
Descrição: Arquivo:   
COVER, ACKNOWLEDGEMENTS, RESUMO, ABSTRACT, SUMMARY AND LISTS PDF    
CHAPTER 1 PDF    
CHAPTER 2 PDF    
CHAPTER 3 PDF    
CHAPTER 4 PDF    
CHAPTER 5 PDF    
REFERENCES PDF