Uma visão sobre a qualidade de websites e seus efeitos na intenção de uso e na recomendação de serviços turísticos nos diferentes níveis de experiência do consumidor

Autores

DOI:

https://doi.org/10.5585/remark.v19i2.16118

Palavras-chave:

Turismo, Comércio eletrônico, Qualidade, Intenção de continuar usando, Intenção de recomendar

Resumo

Objetivo: A expansão do comércio eletrônico contribui com uma parcela considerável das receitas de grandes empresas do setor de turismo. As empresas modernas devem empregar ferramentas baseadas na Web, oferecendo a melhor experiência aos usuários, a fim de satisfazerem seus consumidores e impulsionarem seus negócios. Portanto, com este estudo, buscamos analisar os fatores que contribuem para a classificação da qualidade dos sites de serviços de turismo online, por meio da intenção de uso e recomendação para diferentes níveis de experiência do consumidor.

Método: A pesquisa ocorreu em uma amostra de 437 questionários válidos, utilizando um instrumento de coleta estruturado em escala Likert, com 22 afirmações baseadas na escala WEBQUAL 4.0, e duas afirmações com base na escala proposta para o Net Promoter Score (NPS). Os modelos utilizados foram de Reichheld e Markey (2012) e Ahmad e Khan (2017).

Resultados: Como resultado, verificamos que a predominância de usuários emprega serviços de turismo online com pouca frequência, o que nos permitiu estabelecer uma diferenciação entre dois grupos: Baixa Experiência e Alta Experiência.

Contribuições teóricas: O estudo indica que, para quem utiliza os sites com maior frequência, as variáveis consideradas (facilidade, informação, segurança) não têm efeito na lealdade e recomendação. Entre os usuários menos frequentes, as informações são importantes e a segurança tem pouco efeito sobre a recomendação. Portanto, descobrimos que os entrevistados desta pesquisa não consideram a facilidade de uso como premissa para a continuidade do uso ou recomendação de serviços de turismo online, independentemente de seu nível anterior de experiência.

Contribuições gerenciais: a identificação dos antecedentes da intenção de usar serviços online no processo de consumo turístico possibilita que os gerentes aprimorem ações em plataformas digitais. Essa é uma maneira de incentivar os usuários a executar transações comerciais.

Contribuições sociais: A baixa relevância para a segurança do site é uma questão que surge dos resultados obtidos neste estudo. Embora esse fenômeno possa ser parcialmente explicado pela (baixa) idade dos entrevistados, existe uma oportunidade para as agências reguladoras e de proteção ao consumidor tomarem medidas para garantir que os requisitos mínimos de segurança estejam presentes nos operadores turísticos online.

Biografia do Autor

Luis Hernan Contreras Pinochet, Universidade Federal de São Paulo (UNIFESP)

Adjunct Professor in the Business Administration Department in the Paulista School of Politics, Economics and Business of the Federal University of São Paulo (UNIFESP). He primarily works researching emerging technologies and society and information management and business analytics. He obtained his Post-Doctorate in Administration from Nove de Julho University in 2019. He received his PhD in Business Administration in 2007 from the Getulio Vargas Foundation (FGV), Master’s in Business Administration in 2002 from the Pontifical Catholic University of Paraná and Bachelor’s in Computer Science in 1998 from the Positivo University.

Eliane Herrero, Business Administration Department in the Paulista School of Politics, Economics and Business of the Federal University of São Paulo (UNIFESP)

Adjunct Professor in the Business Administration Department in the Paulista School of Politics, Economics and Business of the Federal University of São Paulo (UNIFESP). He primarily works researching emerging technologies and society and information management and business analytics. He obtained his Post-Doctorate in Administration from Nove de Julho University in 2019. He received his PhD in Business Administration in 2007 from the Getulio Vargas Foundation (FGV), Master’s in Business Administration in 2002 from the Pontifical Catholic University of Paraná and Bachelor’s in Computer Science in 1998 from the Positivo University.

Referências

Agag, G. M., & El-Masry, A. A. (2016). Why Do Consumers Trust Online Travel Websites? Drivers and Outcomes of Consumer Trust toward Online Travel Websites. Journal of Travel Research, 56(3), 347–369.

Agarwal, Ritu, and Viswanath Venkatesh. (2002). “Assessing a Firm’s Web Presence: A Heuristic Evaluation Procedure for the Measurement of Usability.” Information Systems Research, 13 (2), 168-86.

Ahmad, A., & Khan, M. N., (2015a). Mapping online buyer behavior: A critical review of empirical studies. Pacific Business Review International, 8 (2), 37–48.

Ahmad, A., Rahman, O. & Khan, M. N., (2016). Consumer’s perception of website service quality: An empirical study. Journal of Internet Commerce, 15 (2), 125–41.

Ahmad, A., & Khan M. N. (2017). Developing a Website Service Quality Scale: A Confirmatory Factor Analytic Approach. Journal of Internet Commerce, 16:1, 104-126.

Ahn, T., Ryu, S., & Han, I. (2007). The impact of Web quality and playfulness on user acceptance of online retailing. Information and Management, 44, 263-275.

Amaro, S., & Duarte, P. (2015). An integrative model of consumers' intentions to purchase travel online. Tourism Management, 46, 64-79.

Aye, J.K. & Law, R. (2013b). “Predicting the Intention to Use Consumer Generated Media for Travel Planning.” Tourism Management, 35:132–43.

Barnes, S. J. & Vidgen, R. T. (2002). An integrative approach to the assessment of e-ommerce quality. Journal of Electronic Commerce Research, 3 (3),114–27.

Brasil, Ministério do Turismo (2018). Intenção de Viagem. Sondagem do Consumidor. Fundação Getulio Vargas. São Paulo.

Buhalis, D. (1998). Strategic use of information technologies in the tourism industry. Tourism Management, 19 (5), 409–421.

Buhalis, D. & Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the Internet. Tourism Management, 29(4), 609–623.

Cárdenas-García, P. J., Sánchez-Rivero, M. & Pulido-Fernández, J. I. (2015). Does Tourism Growth Influence Economic Development? Journal of Travel Research, 54 (2), 206–21.

Chin W.W. (1998). The Partial Least Squares Approach for Structural Equation Modeling. "In GA Marcoulides (ed.), Modern Methods for Business Research, 295-336. Lawrence Erlbaum Associates, London.

Chu, R. (2001). What online Hong Kong travelers look for on airline/travel websites? International Journal of Hospitality Management, 20, 95-100.

Conger, S., Hefley, B., Galup,S. & Dattero, R. (2012). Service Quality Measurement: Past and Future. Working Papers on Information System.

Cronin Jr., J. J. (2003). Looking back to see forward in services marketing: Some ideas to consider. Managing Service Quality: An International Journal, 13 (5), 332–37.

DeLone, H. W., & McLean, R. E. (2003). The DeLone and McLean model of information systems success: A ten-year update. Journal of Management Information Systems, 19, 9-30.

Deng, L., & Poole, M. S. (2012). Aesthetic design of e-commerce web pages—Webpage complexity, order and preference. Electronic Commerce Research and Applications, 11 (4), 420–40.

Do Valle, P. O., & Assaker, G. (2015). Using Partial Least Squares Structural Equation Modeling in Tourism Research. Journal of Travel Research, 55(6), 695–708.

Dziuban, C. D., & Shirlkey, E. C. (1974). When is a correlation matrix appropriate for factor analysis? Some decision rules. Psychological Bulletin, 81 (6), 358-361.

Escobar-Rodíguez, T. & Carvajal-Trujillo, E. (2014). Online purchasing tickets for low cost carriers: an application of the unified theory of acceptance and use of technology (UTAUT) model. Tourism Management, 43 (August), 70-88.

Ferguson, G., Megehee, C. M., & Woodside, A. G. (2017). How Recipes of National Cultural Values, Wealth, Economic Inequality, and Religiosity Explain Consumer Tipping Behavior: An Abstract. In Creating Marketing Magic and Innovative Future Marketing Trends (pp. 1337-1337). Springer, Cham.

Filieri, R. (2015). “Why Do Travelers Trust TripAdvisor? Antecedents of Trust towards Consumer-Generated Media and Its Influence on Recommendation Adoption and Word of Mouth.” Tourism Management, 51:174–85.

Fornell, C. & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, Vol. 18, No. 1 (Feb., 1981), pp. 39-50.

Gretzel, U., Y. H. Hwang, and D. R. Fesenmaier. (2012). “Informing Destination Recommender Systems Design and Evaluation through Quantitative Research.” International Journal of Culture, Tourism and Hospitality Research, 6 (4): 2-2.

Hair, J. F., Black, W. C., Babin, B. J. & Anderson, R. E. (2010). Multivariate Data Analysis: A Global Perspective, New Jersey, Pearson Prentice Hall.

Hair, J.F.; Hult, T.M.; Ringle, C.M. & Sarstedt, M. (2014). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). SAGE. Los Angeles.

Hernandez, B., Jimenez, J., & Martin, M. J. (2009). The impact of self-efficacy, ease of use and usefulness on e-purchasing: An analysis of experienced shoppers. Interacting with Computers, 21, 146–156.

Hew, J. J., Lee, V. H., Leong, L. Y., Hew, T.S. & Ooi, K. B. (2016). The dawning of mobile tourism: what contributes to its system success? International J. Mobile Communications, 14 (2), 170-201.

Ho, C. I., & Lee, L. Y. (2007). The development of an e-travel service quality scale. Tourism Management, 28, 1434-1449.

Hsu, Meng-Hsiang, Chuang Li-Wen, and Hsu Cheng-Se. 2014. “Understanding Online Shopping Intention: The Roles of Four Types of Trust and Their Antecedents.” Internet Research, 24 (3): 332–52.

Jain, S. K. & Gupta, G. (2004). Measuring service quality: SERVQUAL versus SERVPERF scales. Vikalpa, 23-35.

Kvålseth, T. O. (1985). Cautionary note about R2. The American Statistician, 39(4), 279-285.

Kim, H., & John, D. R. (2008). Consumer response to brand extensions: construal level as a moderator of the importance of perceived fit. Journal of Consumer Psychology, 18 (2), 116-126.

Kim, M. J., Chung, N., & Lee, C. K. (2011). The effect of perceived trust on electronic commerce: shopping online for tourism products and services in South Korea. Tourism Management, 32 (2), 256-265.

Kourtit, K., Nijkamp, P., van Leeuwen, E.S. & Bruinsma, F. (2011). Evaluation of cyber-tools in cultural tourism, International Journal of Sustainable Development.

Kuan, H. H., Bock, G.W., & Vathanophas, V. (2008). Comparing the effects of website quality on customer initial purchase and continued purchase at ecommerce websites. Behaviour & Information Technology, 27(1), 3-16.

Lee, T. H. (2013). Influence analysis of community resident support for sustainable tourism development. Tourism Management, 34, 1-10.

Lee, Y., & Kozar, A. K. (2006). Investigating the effect of website quality on ebusiness success: An analytic hierarchy process (AHP) approach. Decision Support Systems, 42, 1383-1401.

Levin, J., Fox, J. A., & Forde, D. R. (2013). Elementary Statistic in Social Research. Pearson, 12 edition (June 23).

Lin, S. P., Chan, Y. H., & Tsai, M. C. (2009). A transformation function corresponding to IPA and gap analysis. Total Quality Management & Business Excellence, 20, 829-846.

Madu, C. N., & Madu, A. A. (2002). Dimensions of e-quality. International Journal of Quality and Reliability Management, 19 (3), 246-258.

Malhotra, N. K. (2014). Essencials of Marketing Research: A Hands-on Orientation. Prentice Hall, 1 Edition, January 20.

Mohd-Any, A. A., Winklhofer, H., & Ennew, C. (2014). Measuring Users’ Value Experience on a Travel Website (e-Value). Journal of Travel Research, 54(4), 496–510.

Munar, A. M., & J. Jacobsen, J. K. S. (2013). “Trust and Involvement in Tourism Social Media and Web-Based Travel Information Sources.” Scandinavian Journal of Hospitality and Tourism, 13 (1): 1-19.

Munar, A. M., & Jacobsen, J. K. S. (2014). Motivations for sharing tourism experiences through social media. Tourism Management, 43, 46-54.

Neuhofer, B., Buhalis, D. & Ladkin, A. (2014). A typology enhanced experiences, International Journal of Tourism Research, 16, 340-350.

Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. The Journal of Marketing, 49 (4), 41–50.

Park, Y. J., Campbell, S. W., & Kwak, N. (2012). Affect, cognition and reward: Predictors of privacy online. Computers in Human Behavior, 28(3), 1019–1027.

Pett, M., Lackey, N. & Sullivan, J. (2003). Making sense of factor analysis. Thousand Oaks: Sage Publications, Inc.

Ray, S., Ow, T., & Kim, S. S. (2011). Security assurance: how online service providers can influence security control perceptions and gain trust. Decision Sciences, 42 (2), 391-412.

Reichheld, F. F. & Markey, R. (2012). The Ultimate Question 2.0. Harvard Business Review Press.

Schmidt, S., Cantallops, A. S., & Santos, P. C. (2008). The characteristics of hotel websites and their implications for website effectiveness. International Journal of Hospitality Management, 27, 504-516.

Simon, H. A. (2001). Science seeks parsimony, not simplicity: Searching for pattern in phenomena. Simplicity, inference and modelling: Keeping it sophisticatedly simple, 32-72

Turner-McGrievy, G.M. & Tate, D.F. (2014). Are we sure that mobile health is really mobile? An examination of mobile device uses during two remotely-delivered weight loss interventions. International Journal of Medical Informatics, 83 (5), 313–319.

UNCTAD (2017). Information Economy Report 2017. Digitalization, Trade and Development.

World Tourism Organization (2018), UNWTO Tourism Highlights, 2018. Edition, UNWTO, Madrid.

Wang, D., Xiang, Z., & Fesenmaier, D. R. (2014). Smartphone Use in Everyday Life and Travel. Journal of Travel Research, 55(1), 52–63.

Werthner, H. & Ricci, F. (2004) E-commerce and tourism. Communications of the ACM, 47 (12), 101-105.

Wolfinbarger, M. & Gilly, M. C. (2003). eTailQ: Dimensionalizing, measuring and predicting etail quality. Journal of Retailing 79, 183–198.

WTTC (2018). Economic Impact 2017 Brazil. Travel and Tourism.

Yoo, B., & Donthu, N. (2001). Developing a Scale to Measure the Perceived Quality of an Internet Shopping Site (SITEQUAL). Quarterly Journal of Electronic Commerce.

Zeithaml, V. A., Parasuraman, A. & Malhotra, A. (2000). Conceptual framework for understanding e-service quality: Implications for future research and managerial practice. Working Paper no. 00-115. Marketing Science Institute, Cambridge, MA.

Zeithaml, V.A., Parasuraman, A. & Malhotra, A (2002). Service quality delivery through web sites: A critical review of extant knowledge. Journal of the Academy of Marketing Science, 30, (4), 362-375.

Zhang, H., Fu, X., Cai, L. A., & Lu, L. (2014). Destination image and tourist loyalty: A meta-analysis. Tourism Management, 40, 213-223.

Downloads

Publicado

29.07.2020

Como Citar

Morimura, L., Contreras Pinochet, L. H., Lopes, E. L., Herrero, E., & Nemoto, M. C. M. O. (2020). Uma visão sobre a qualidade de websites e seus efeitos na intenção de uso e na recomendação de serviços turísticos nos diferentes níveis de experiência do consumidor. ReMark - Revista Brasileira De Marketing, 19(2), 261–286. https://doi.org/10.5585/remark.v19i2.16118

Edição

Seção

Artigos