TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | THE IMPACT OF ELECTRONIC WORD-OF-MOUTH: A STUDY ON THE ADOPTION OF OPINION IN ONLINE CONSUMER COMMUNITIES | ||||||||||||
| Autor(es): |
EDUARDO ROCHA GUARANÁ |
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| Colaborador(es): |
JORGE BRANTES FERREIRA - Orientador |
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| Catalogação: | 15/JUL/2016 | Língua(s): | PORTUGUESE - BRAZIL |
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| Tipo: | TEXT | Subtipo: | SENIOR PROJECT | ||||||||||
| 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/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=26881@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=26881@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.26881 | ||||||||||||
| Resumo: | |||||||||||||
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The internet has brought a revolution to word-of-mouth. This kind of communication, which once demanded personal contact and was limited by geographical barriers, is now based on web platforms and shared throughout the world. This study uses an information adoption model developed by Cheung, Lee and Rabjohn (2008) to examine the factors affecting information adoption of online opinion seekers in online customer communities. Data for the modeling was collected via a cross-sectional survey based on the online community TripAdvisor and conducted with 288 participants. Structural equations modeling (SEM) was employed and confirmed most of the research hypotheses. The perceived usefulness of the information proved to play a major role into information adoption process. In turn, the factors that most influenced the usefulness of the information were relevance and source trustworthiness.
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