“Difícil de ler, Difícil de Acreditar”: Efeitos da (Dis)fluência na credibilidade de eWOMs e intenções de compra

Autores

DOI:

https://doi.org/10.5585/remark.v22i1.21421

Palavras-chave:

eWOM, Valência, Fluência, Credibilidade, Intenção de compra

Resumo

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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Biografia do Autor

Juan José Camou Viacava, Pontifícia Universidade Católica do Paraná – PUCPR

Doutor

Gabriela Kluber Mercurio de Andrade, Pontifícia Universidade Católica do Paraná – PUCPR

Mestranda

Ysmaim Adilson de Lima, Pontifícia Universidade Católica do Paraná – PUCPR

Mestrando

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27.02.2023

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Viacava, J. J. C., Andrade, G. K. M. de, & Lima, Y. A. de. (2023). “Difícil de ler, Difícil de Acreditar”: Efeitos da (Dis)fluência na credibilidade de eWOMs e intenções de compra. ReMark - Revista Brasileira De Marketing, 22(1), 169–222. https://doi.org/10.5585/remark.v22i1.21421

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