O eWOM e a sua influência na intenção de compra dos consumidores portugueses

: o caso dos amigos no Facebook

Abstract

The internet’s evolution has exponentiated, as demonstrated in various studies, the capacity of information shared via eWOM to influence consumers’ purchase intention. Among other platforms, social networking websites present themselves as possible ideal means for eWOM, namely due to their popularity and absence of anonymity among users. For the study and understanding of this reality, this investigation addresses in particular the most popular social networking website, Facebook. An analysis is done at the individual level so as to identify the determinants of eWOM transmitted by the contact list on Facebook that influence Portuguese consumers’ purchase intention. The Information Acceptance Model (IACM), which consists of characteristics of information and consumers’ behavior towards information, was applied and extended in order to include the sender’s characteristics. The information from 294 Facebook users through an online questionnaire was analyzed through the partial least squares structural equation modelling (PLS-SEM) technique. The results show that consumers’ behavior towards information (needs of information and attitude towards information) has a greater influence on purchase intention compared to the characteristics of the information and the source. Quality of information showed no effect on purchase intention. Additionally, the credibility of information totally mediates the effect of quality of information and source credibility on the perception of information usefulness.

Date of Award	24 Jul 2017
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	António Andrade (Supervisor)