Título: | VIRTUAL COMMUNITIES AS REFERENCE GROUPS: PARTICIPANT’S PERSPECTIVE | ||||||||||||||||||||||||||||||||||||
Autor: |
GABRIELA PASINATO ALVES LEAL |
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Colaborador(es): |
LUIS FERNANDO HOR MEYLL ALVARES - Orientador |
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Catalogação: | 03/JAN/2011 | Língua(s): | PORTUGUESE - BRAZIL |
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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. |
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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 |
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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.
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