“Difícil de ler, Difícil de Acreditar”: Efeitos da (Dis)fluência na credibilidade de eWOMs e intenções de compra
DOI:
https://doi.org/10.5585/remark.v22i1.21421Palavras-chave:
eWOM, Valência, Fluência, Credibilidade, Intenção de compraResumo
Objetivo: investigar o impacto da Fluência (Facilidade) e Disfluência (Dificuldade) Perceptiva (características físico-visuais) e Conceitual (conteúdo/significados) na credibilidade dos eWOMs (Electronic Word-of-Mouth) e nas intenções de compra.
Metodologia: em dois experimentos on-line manipulamos a valência dos eWOMs (negativo versus positivo) e a (Dis)Fluência, testando os efeitos diretos dos eWOMs positivos nas intenções de compra (H3) e os efeitos mediadores da credibilidade (H1) de eWOMs negativos disfluentes (H2).
Relevância/originalidade: até onde sabemos, este é o primeiro estudo a verificar os efeitos da (Dis)Fluência dos eWOMs nas intenções de compra e os efeitos mediadores de sua credibilidade.
Principais resultados: embora estudos anteriores indiquem efeitos gerais simétricos da (Dis)Fluência em avaliações positivas e negativas, aqui demonstramos que apenas a credibilidade dos eWOMs negativos foi impactada pela Disfluência, resultando em um efeito indireto nas intenções de compra. A Disfluência não reduziu a credibilidade dos eWOMs positivos, mantendo um efeito direto enviesado. Ainda, esses resultados são válidos mesmo com consenso e múltiplas evidências de eWOMs.
Contribuição teórica: Demonstramos que os efeitos da (Dis)Fluência na credibilidade dos eWOMs (e intenções de compra) dependem da valência dos eWOMs. Especificamente, enquanto a Disfluência (legibilidade, ou dificuldade de recordação) afetou a percepção dos eWOMs negativos, esta não afetou os eWOMs positivos, mantendo sua credibilidade e induzindo deliberações mais rápidas.
Contribuições Sociais/Gerenciais: Ainda, essas manipulações de (Dis)Fluência são semelhantes às que ocorrem diariamente (como “tema/modo escuro” de smartphones e, variações de cores/tipos de fontes) com ou sem intenção do gestor, aumentando as intenções de compra.
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