Crowdfunding: Análise dos Comportamentos de Satisfação e Lealdade dos Consumidores Brasileiros em Contexto de Produtos Culturais

Bartos Bernardes; Rafael Lucian; Nelsio Abreu

doi:10.5585/gep.v9i2.592

Authors

Bartos Bernardes
Rafael Lucian
Nelsio Abreu

DOI:

https://doi.org/10.5585/gep.v9i2.592

Keywords:

Crowdfunding. Cultural Projects. Consumer Satisfaction. Loyalty. Social Media.

Abstract

This study aims to measure the relationship between the use of crowdfunding platforms in the achievement of the loyalty and satisfaction of Brazilian consumers, in the context of cultural products available in the specific platforms of collaborative consumption on the web, the crowdfunding experience. The term crowdfunding is used to designate collective financing platforms for the realization of projects. The theoretical framework presents clarifications about cultural products, loyalty, satisfaction and collaborative consumption on the web. The methodological approach adopted was the descriptive research supported by the collection of data collected from Brazilian supporters on the main crowdfunding platform of that country, Catarse. The method of analysis was descriptive, with descriptive statistics to obtain the frequencies, and non-parametric tests of the hypotheses. It was concluded from the analyzes carried out that there is a clear relationship between the use of crowdfunding platforms and the achievement of loyalty and satisfaction of Brazilian consumers, motivated by the characteristics and particularities that permeate the collaborative consumption of cultural products in social networks.

References

Abubakar, B., & Mavondo, F. (2014). Tourism Destinations: Antecedents to Customer Satisfaction and Positive Word-of-Mouth. Journal of Hospitality Marketing & Management, 23(8), 833-864. doi: 10.1080/19368623.2013.796865

Amara, M., Ben Cheikh, A., & Abdellatif, T. (2014). Crowdfunding: Determinants and Motivations of the Contributors to the Crowdfunding Platforms. SSRN Electronic Journal, doi: 10.2139/ssrn.2552168

Anderson, E., Fornell, C., & Lehmann, D. (1994). Customer Satisfaction, Market Share, and Profitability: Findings from Sweden. Journal of Marketing, 58(3), 53. doi: 10.2307/1252310

Aragão, J. (2013). Introdução aos estudos quantitativos utilizados em pesquisas científicas. Revista Práxis, 3(6). doi: 10.25119/praxis-3-6-566

Bernardes, B., & Lucian, R. (2015). Comportamento de consumidores brasileiros e portugueses em plataformas de crowdfunding. Revista Portuguesa e Brasileira de Gestão, 14(1), 26-36. Retrieved from http://www.scielo.mec.pt/pdf/rpbg/v14n1/v14n1a04.pdf

Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V. (1993). A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions. Journal of Marketing Research, 30(1), 7. doi: 10.2307/3172510

Chen, S., Thomas, S., & Kohli, C. (2016). What Really Makes a Promotional Campaign Succeed on a Crowdfunding Platform? Journal of Advertising Research, 56(1), 81-94. doi: 10.2501/jar-2016-002

Chou, P., Lu, C., & Chang, Y. (2014). Effects of service quality and customer satisfaction on customer loyalty in high-speed rail services in Taiwan. Transportmetrica A: transport Science, 10(10), 917-945. doi: 10.1080/23249935.2014.915247

De Canio, F., Pellegrini, D., & Martinelli, E. (2018). Is the collaborative consumption the new buying? Social and economic aspects influencing collaborative consumption. MERCATI & COMPETITIVITÀ, (1), 19-38. doi: 10.3280/mc2018-001003

Fleming, L., & Sorenson, O. (2016). Financing by and for the Masses: an introduction to the special issue on crowdfunding. California Management Review, 58(2), 5-19. doi: 10.1525/cmr.2016.58.2.5

Froemming, L. M. A satisfação do Consumidor. Revista de estudos de Administração. Editora Unijuí, ano 1, nº 1, Julho/Dezembro 2000.

Garrido, I., Cunha, F., Bergamin, F., & Matos, C. (2013). A Influência da Confiança, Dependência e Comprometimento na Orientação de Longo Prazo de Varejistas para com os Fabricantes Líderes do Mercado de Bebidas. Revista Brasileira de Marketing, 12(03), 206-230. doi: 10.5585/remark.v12i3.2328

Gil, Antonio Carlos. Como elaborar projetos de pesquisa. São Paulo: Atlas, 1999.

Gouveia, M.; Limeira, T. Marketing da cultura e das artes: a dinâmica do consumo de produtos culturais. FGV pesquisa, Relatório, 04, São Paulo, 2005. Disponível em: <http://bibliotecadigital.fgv.br/dspace/bitstream/handle/10438/2960/Rel042008.pdf?sequence=1>. Acesso em: 12 mar. 2014.

Hair, J., Lukas, B., & Miller, K. (2011). Marketing research. North Ryde, N.S.W.: McGraw-Hill Education.

Hsu, J., Lin, T., & Tsai, J. (2014). Does confirmation always matter? Extending confirmation-based theories. Behaviour & Information Technology, 33(11), 1219-1230. doi: 10.1080/0144929x.2013.857431

Jang, S., & Ha, J. (2014). Do Loyal Customers Perceive the Quality of Restaurant Attributes Differently? A Study of Korean Restaurant Customers. Journal of Foodservice Business Research, 17(3), 257-266. doi: 10.1080/15378020.2014.926743

Jenkins, Henry. Cultura da convergência. Tradução: Susana Alexandria. São Paulo: Aleph, 2009.

Kaur, P., Dhir, A., Rajala, R., & Dwivedi, Y. (2018). Why people use online social media brand communities. Online Information Review, 42(2), 205-221. doi: 10.1108/oir-12-2015-0383

Langley, P. (2016). Crowdfunding in the United Kingdom: a cultural economy. Economic geography, 92(3), 301-321. doi: 10.1080/00130095.2015.1133233

Li, N., & H. Murphy, W. (2013). Prior consumer satisfaction and alliance encounter satisfaction attributions. Journal of Consumer Marketing, 30(4), 371-381. doi: 10.1108/jcm-05-2013-0569

Likert, R. (1932). A technique for the measurement of attitudes. Archives of Psychology, 140, 44-53.

Lucian, R., & Dornelas, J. (2015). Mensuração de Atitude: Proposição de um Protocolo de Elaboração de Escalas. Revista de Administração Contemporânea, 19(2ª Edição Especial), 157-177. doi: 10.1590/1982 - 7849rac20151559

Makýšová, L., & Vaceková, G. (2017). Profitable Nonprofits? Reward-Based Crowdfunding in the Czech Republic. Nispacee Journal of Public Administration and Policy, 10(2). doi: 10.1515/nispa-2017-0019

Malhotra, N. (1987). Validity and Structural Reliability of Multidimensional Scaling. Journal of Marketing Research, 24(2), 164. doi: 10.2307/3151506

Mandal, P. (2017). Understanding Digital Marketing Strategy. International Journal of Scientific Research and Management, 5(6) 5428-5431. doi: 10.18535/ijsrm/v5i6.11

Mattila, A. (2001). The Impact of Relationship Type on Customer Loyalty in a Context of Service Failures. Journal of Service Research, 4(2), 91-101. doi: 10.1177/109467050142002

McMullan, R. (2004). Services Marketing and Management20041Audrey Gilmore. Services Marketing and Management. London: Sage 2003. Journal of Services Marketing, 18(1), 91-92. doi: 10.1108/08876040410520735

Meigounpoory, M., & Jozani, M. (2016). New product development in knowledge-based manufacturing SMEs active in the ICT industry: a conceptual framework. International Journal of Technoentrepreneurship, 3(2), 114. doi: 10.1504/ijte.2016.080256

Mollick, E., & Robb, A. (2016). Democratizing Innovation and Capital Access: The Role of Crowdfunding. California Management Review, 58(2), 72-87. doi: 10.1525/cmr.2016.58.2.72

Mowen, J., & Minor, M. (1998). Consumer behavior. Upper Saddle River, N.J.: Prentice Hall.

Oliver, R. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4), 460. doi: 10.2307/3150499

Oliver, R. (2014). Satisfaction. Florence: Taylor and Francis.

Paul, J., Sankaranarayanan, K., & Mekoth, N. (2016). Consumer satisfaction in retail stores: theory and implications. International Journal of Consumer Studies, 40(6), 635-642. doi: 10.1111/ijcs.12279

Ratten, V. (2017). Gender Entrepreneurship and Global Marketing. Journal of Global Marketing, 30(3), 114-121. doi: 10.1080/08911762.2017.1316532

Ruzeviciute, R., & Kamleitner, B. (2017). Attracting new customers to loyalty programs: The effectiveness of monetary versus nonmonetary loyalty programs. Journal of Consumer Behaviour, 16(6), e113-e124. doi: 10.1002/cb.1663

Ryu, S., & Kim, Y. (2014). Dynamics of the Crowdfunding Platform: Crowdfunding Participation Model Development and Empirical Analysis. SSRN Electronic Journal. doi: 10.2139/ssrn.2423315

Santos, C., & Rossi, C. (2002). O Impacto do gerenciamento de reclamações na confiança e na lealdade do consumidor. Revista de Administração Contemporânea, 6(2), 49-73. doi: 10.1590/s1415-65552002000200005

Silva, W., & Freitas, J. (2012). A abordagem sistêmica para o crowdfunding no Brasil: um estudo exploratório – visão sistêmica dos negócios. In 8º Congresso Brasileiro de Sistemas (pp. 316-334.). Poços de Caldas: PUC-Minas.

Thienhirun, S., & Chung, S. (2017). Consumer Attitudes and Preferences toward Cross-Cultural Ready-To-Eat (RTE) Food. Journal of Food Products Marketing, 1-24. doi: 10.1080/10454446.2016.1266544

Westbrook, P. (1981). Sources of Consumer Satisfaction with Retail Outlets. Journal of Retailing, 57(1), 68-85.

Wipulanusat, W., Panuwatwanich, K., & Stewart, R. (2017). Workplace Innovation: Exploratory and Confirmatory Factor Analysis for Construct Validation. Management and Production Engineering Review, 8(2). doi: 10.1515/mper-2017-0018

Younkin, P., & Kashkooli, K. (2016). What Problems Does Crowdfunding Solve? California Management Review, 58(2), 20-43. doi: 10.1525/cmr.2016.58.2.20