Submitted by Nadir Basilio (nadirsb@uninove.br) on 2016-08-16T14:18:49Z No. of bitstreams: 1 Geraldo Prado Guimaraes Filho.pdf: 1145726 bytes, checksum: 835f682d5eac2c85a69606cc8ccc41b5 (MD5) / Made available in DSpace on 2016-08-16T14:18:49Z (GMT). No. of bitstreams: 1 Geraldo Prado Guimaraes Filho.pdf: 1145726 bytes, checksum: 835f682d5eac2c85a69606cc8ccc41b5 (MD5) Previous issue date: 2016-03-31 / This study aimed to evaluate what is the influence of the fanaticism in the purchase intention of hedonic products related to soccer. For that sought to understand the influence exercised by psychological connections identification and involvement and its relations with fanaticism. The method employed was exploratory and confirmatory quantitative analysis through exploratory and confirmatory factor analysis and structural equation modeling. The survey was conducted in the city of São Paulo through a structured questionnaire. The main findings were that fanaticism is a mediator between the identification and purchase intention of hedonic products which has the effect of enhancing the relationship between them in a very relevant way. It was also shown that engagement positively affects the identification and the identification positively affects fanaticism. Another proven mediator relation was that the identification mediates the relationship between engagement and fanaticism. / O presente trabalho tem como objetivo avaliar a influência exercida pelo fanatismo na intenção de compra de produtos hedônicos relacionados ao futebol. Para tanto buscou-se compreender a influência exercida pelas conexões psicológicas de identificação e envolvimento e suas relações com o fanatismo. O método empregado é quantitativo exploratório e confirmatório, desenvolvido a partir de análise fatorial exploratória e confirmatória e modelagem de equações estruturais. A pesquisa foi realizada na cidade de São Paulo e os dados foram colhidos por meio de questionário estruturado. Os principais resultados apontam que o fanatismo é mediador entre a identificação e a intenção de compra dos produtos hedônicos e o efeito é o de potencializar a relação entre eles de forma bastante relevante. Mostram, também, que o envolvimento afeta a identificação positivamente e que a identificação afeta positivamente o fanatismo. Outra relação mediadora comprovada é que a identificação media a relação entre envolvimento e fanatismo.

Submitted by Franciele Moreira (francielemoreyra@gmail.com) on 2017-11-30T12:16:28Z No. of bitstreams: 2 Dissertação - Fernanda Paulla de Godoi - 2017.pdf: 1376709 bytes, checksum: fee705fc65089a270e97d79119d66b24 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Approved for entry into archive by Luciana Ferreira (lucgeral@gmail.com) on 2017-11-30T12:59:45Z (GMT) No. of bitstreams: 2 Dissertação - Fernanda Paulla de Godoi - 2017.pdf: 1376709 bytes, checksum: fee705fc65089a270e97d79119d66b24 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Made available in DSpace on 2017-11-30T12:59:45Z (GMT). No. of bitstreams: 2 Dissertação - Fernanda Paulla de Godoi - 2017.pdf: 1376709 bytes, checksum: fee705fc65089a270e97d79119d66b24 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Previous issue date: 2017-05-22 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / The peki fruit(Caryocar brasiliense Camb.) stands out among the fruits from various Cerrado native frui species.). However, it is still not very popular throughout Brazil, because it has a very characteristic taste and aroma, and is still restricted to preserves, creams and chestnut oil. The objective of this work was to develop breaded chicken patties with peki fruit pulp and to evaluate the effect of different concentrations of peki fruit pulp and of different cooking methods on acceptance and purchase intention. For the preparation of the breaded ckichen patties, chicken breast, ice water, salt, erythorbate, sodium phosphate, garlic, parsley, pepper, onion, curing salt and peki fruit pulp were used in the following concentrations (2.5, 5.0, 7.5 and 10.0%). At coverage stage, corn starch, water, and onion and garliflavored breadcrumbs were used. The breaded chicken patties were prepared to consume using four different cooking methods (air-fryer, microwave, conventional oven and fried by oil immersion) andevaluated for acceptance tests and purchase intent. The texture, flavor, color and aroma attributes were evaluated. There was no rejection in any of the samples, in spite of the peki fruit pulp concentration, but the degree of acceptance varied from one cooking method to another. The cooking method most accepted by consumers were in electric airfryer and conventional oven. / Dentre os frutos de várias espécies frutíferas nativas do cerrado, vem se destacando o pequi (Caryocar brasiliense Camb.), porém, ainda não muito popular em todo território brasileiro, por apresentar gosto e aroma bem característico, e por ainda estar restrito a conservas, cremes e óleo da castanha. Objetivou-se, com este trabalho, desenvolver e avaliar empanados de peito de frango com diferentes concentrações de polpa de pequi, e com diferentes métodos de cocção, por meio de testes de aceitação e intenção de compra. Para a elaboração dos empanados, utilizou-se peito de frango, água gelada, sal, eritorbato de potassio, fosfato de sódio, alho, salsa, pimenta, cebola, sal de cura e polpa de pequi nas seguintes concentrações 2,5, 5, 7,5 e 10%. Já na etapa de cobertura, foram utilizados amido de milho, água e farinha de empanar sabor cebola e alho. Os empanados foram preparados para consumo utilizando-se quatro métodos de cocção diferentes (airfryer, micro-ondas, forno convencional e fritos por imersão em óleo) e avaliados em testes de aceitação e intenção de compra. Os atributos como textura, sabor, cor e aroma foram avaliados nos empanados. Não houve rejeição em nenhuma das amostras, a despeito da concentração de pequi utilizada, contudo, o grau de aceitação diferenciou de um método de cocção para outro. Os métodos de cocção mais aceitos pelos consumidores foram em fritadeira elétrica airfryer e forno convencional.

The basic necessities of consumers situated in pre â purchase stage are universal. Nevertheless, exist important cultural diferences in manners through which the consumers behaviour is brought about in the practice. Thus, the study of the consumerÂs behaviour is of total relevance in strategies determinations of marketing in an organization. On that standard, a study was developed which aimed to analyse the variables which interfere on choiceÂs decision from technological superior courses in studentÂs perception of superior private education institution in Fortaleza city. In terms of methodology which fundamented the research can be pointed out that the type of relationship among the variables in this study characterized it as descriptive, while the variables nature, on this research, had qualitative character, in its first fase and quantitative in the second one. It was Adopted the ex-post-facto outlining constituting the IES Ateneu in Fortaleza city the studyÂs aim. The dataÂs collection was acomplished in primary sources (survey) and in secondary resources (bibliographic research). The researchÂs sample was composed by 154 students in superior technological courses. The studyÂs result evidence the fact that, among the factors which most influence the option for technological graduation courses is in the first place the feeÂs price and in the second place its duration. it was also verified that the family and friends are the greatest studentÂs contributors in the moment of students choice for a teaching institution. / As necessidades bÃsicas do consumidor situadas no estÃgio de prÃ-compra sÃo universais. Existem, contudo, diferenÃas culturais importantes nas maneiras pelas quais o comportamento do consumidor se realiza. Sendo assim, o estudo do comportamento do consumidor à de total relevÃncia à determinaÃÃo de estratÃgias de marketing de uma organizaÃÃo. Nesse diapasÃo, desenvolveu-se este estudo que objetivou analisar as variÃveis que interferem na decisÃo de escolha dos cursos superiores tecnolÃgicos, na percepÃÃo dos alunos de uma instituiÃÃo de Ensino Superior privada, da cidade de Fortaleza/CE. A metodologia que alicerÃou esta pesquisa, quanto à natureza do relacionamento entre as variÃveis caracterizou-se como descritivo; quanto à natureza das variÃveis, esta pesquisa teve carÃter qualitativo, em sua primeira fase, e quantitativo em sua segunda. Adotou-se o delineamento ex-post-facto, constituindo-se a IES Ateneu, da cidade de Fortaleza/CE, o objeto de estudo. A coleta de dados foi realizada em fontes primÃrias (levantamento) e em vertentes secundÃrias (pesquisa bibliogrÃfica). A amostra de pesquisa foi formada por 154 alunos de cursos superiores tecnolÃgicos. Os resultados do estudo evidenciam o fato de que, dentre os fatores que mais influenciam a opÃÃo pelos cursos de graduaÃÃo tecnolÃgica, estÃo, em primeiro lugar, o preÃo da mensalidade e, em segundo, o tempo do curso. TambÃm, restou constatado que a famÃlia e os amigos sÃo os maiores influenciadores dos alunos no momento de decisÃo pela escolha da instituiÃÃo de Ensino Superior.

Submitted by Geandra Rodrigues (geandrar@gmail.com) on 2018-05-15T13:08:22Z No. of bitstreams: 1 priscillarezendepinheiro.pdf: 2108544 bytes, checksum: 4dbc4819719fd3cde2137594cad5fe64 (MD5) / Approved for entry into archive by Adriana Oliveira (adriana.oliveira@ufjf.edu.br) on 2018-05-22T15:16:35Z (GMT) No. of bitstreams: 1 priscillarezendepinheiro.pdf: 2108544 bytes, checksum: 4dbc4819719fd3cde2137594cad5fe64 (MD5) / Made available in DSpace on 2018-05-22T15:16:35Z (GMT). No. of bitstreams: 1 priscillarezendepinheiro.pdf: 2108544 bytes, checksum: 4dbc4819719fd3cde2137594cad5fe64 (MD5) Previous issue date: 2017-12-26 / A presente dissertação é desenvolvida no âmbito do Mestrado Profissional em Gestão e Avaliação da Educação (PPGP) do Centro de Políticas Públicas e Avaliação da Educação da Universidade Federal de Juiz de Fora (CAEd/ UFJF). O caso de gestão analisou e discutiu as rotinas desenvolvidas pela gerência de Pós-compra da UFJF, desde às notificações por atraso na entrega enviadas às empresas, até a aplicação das sanções administrativas previstas em lei. Os objetivos definidos para esta pesquisa foram descrever as atividades realizadas atualmente por esse setor da UFJF, analisá-las de forma a aferir como tornar as notificações aos fornecedores com entregas de bens em atraso mais eficientes, minorando o tempo de espera dos requisitantes internos pelos materiais e comparar a dinâmica de trabalho adotado na instituição com o de outras quatro Instituições Federais de Ensino Superior. Após essas reflexões, foi proposto um Plano de Ação Educacional (PAE) para aprimorar os processos de pós-compra dos materiais de consumo e materiais permanentes adquiridos pela UFJF, dinamizando as rotinas da Gerência de Pós-Compra. O Plano de Ação Educacional sugeriu a implementação de um módulo do Pós-compra no SIGA para atender as demandas específicas do setor. A metodologia desta pesquisa se caracteriza como qualitativa, uma vez que foi utilizada a análise comparativa com outras instituições federais de ensino, a partir do emprego da pesquisa documental e bibliográfica. / The present dissertation is developed under the Professional Master in Management and Evaluation of Education (PPGP) of the Center for Public Policies and Education Evaluation of the Federal University of Juiz de Fora (CAEd/ UFJF). The management case analyzed and discussed the routines developed by the Post-Purchase Management of the UFJF since the notifications for late delivery sent to the companies, until the application of administrative sanctions provided by law. The objectives defined for this research were to describe the activities currently carried out by this sector of the UFJF, to analyze them in order to assess how to make the notifications to suppliers with more efficient delayed goods delivery, reducing the waiting time of the internal requesters for the materials and compare the dynamics of work adopted in the institution with that of four other Federal Institutions of Higher Education. After these reflections, an Educational Action Plan (PAE) was proposed to improve the post-purchase processes of consumer materials and permanent materials acquired by the UFJF, streamlining the routines of the Post-Purchase Management. The Educational Action Plan suggested the implementation of a Post-purchase module in SIGA to meet the specific demands of the sector. The methodology of this research is characterized as qualitative, since it was used the comparative analysis with other federal institutions of education, based on the use of documental and bibliographic research.

Submitted by Geandra Rodrigues (geandrar@gmail.com) on 2018-08-01T15:25:02Z No. of bitstreams: 1 danilodeoliveirasampaio.pdf: 64353826 bytes, checksum: 18205065f906a37199938c37551047a6 (MD5) / Approved for entry into archive by Adriana Oliveira (adriana.oliveira@ufjf.edu.br) on 2018-08-01T17:08:48Z (GMT) No. of bitstreams: 1 danilodeoliveirasampaio.pdf: 64353826 bytes, checksum: 18205065f906a37199938c37551047a6 (MD5) / Made available in DSpace on 2018-08-01T17:08:48Z (GMT). No. of bitstreams: 1 danilodeoliveirasampaio.pdf: 64353826 bytes, checksum: 18205065f906a37199938c37551047a6 (MD5) Previous issue date: 2012-10-01 / PROQUALI (UFJF) / Os consumidores estão cada vez mais conscientes e exigentes em relação aos tipos de alimentos ofertados, em especial, aos fatores como: qualidade, prego, saúde e preservação do meio ambiente natural. Nesse contexto, o alimento orgânico certificado tem sido uma opção entre os tipos de alimentos, pois é concebido sob um sistema de cultivo baseado na agricultura agroecológica e sustentável, a qual veta o uso de agrotóxicos, preserva a natureza sem contaminar a terra, os rios, a flora e fauna e, ainda, provoca uma relação diferenciada com o trabalhador do campo, com políticas que respeitam a legislação trabalhista. Esta pesquisa teve como foco o comportamento de compra/consumo do consumidor de alimentos orgânicos, buscando responder o problema de pesquisa - Quais são os fatores que determinam significativamente a intenção de compra/consumo de alimentos orgânicos e quais as relações desses fatores entre si? Essa pergunta permitiu a elaboração do objetivo geral da pesquisa, que foi propor e testar um modelo que avaliasse o impacto das variáveis que afetam a intenção de compra/consumo de alimentos orgânicos a partir da perspectiva do consumidor desse tipo de alimento. Nesse sentido, o referencial teórico desta pesquisa aborda dois campos do conhecimento: a escola de marketing denominada comportamento do consumidor e os estudos sobre o comportamento dos consumidores de alimentos orgânicos. Tendo em vista sua concepção, esta pesquisa é classificada como descritiva contendo uma fase exploratória, prevalecendo a filosofia positivista. Para responder aos objetivos e hipóteses desta pesquisa, foram desenvolvidas duas fases metodológicas: uma qualitativa e outra quantitativa. Assim, desenvolveram-se dois grupos focais em Juiz de Fora (MG) e um survey transversal com 560 consumidores de alimentos orgânicos em Belo Horizonte (MG). Após a construção da escala ajustada aos propósitos desta pesquisa, um modelo de comportamento de compra/consumo de alimentos orgânicos foi elaborado com base na técnica de modelagem de equações estruturais Podese concluir que o único construto endógeno deste modelo proposto, Intenção de Compra/Consumo, apresentou um coeficiente dc correlação (RZ) de 41%, indicando que 41% de suas variações são explicadas pelos construtos exógenos e os outros 59% refletem outras coisas que influenciam a intenção de compra/consumo, mas que 115.0 foram abordadas no modelo. O R2 de 41% indica um poder de previsão de moderado a substancial, de acordo com Chin (1998), que ressalta que se o construto é explicado por apenas uma ou duas variáveis, sendo o valor moderado aceitável. Dos três construtos exógenos do modelo proposto, apenas dois apresentaram impacto estatisticamente significativo, que foram os construtos crença e atributo. Ambas as cargas foram positivas, sendo que o impacto do construto atributo (carga padronizada de 0,50, p valor <1%) 1 foi maior do que o impacto do construto crença (carga padronizada de 0,20, p valor <l%), por ser mais próxima de um. O construto grupos de referência apresentou um impacto de 0,05 (carga próxima de zero, apesar de positiva), não exercendo influencias que impactam na intenção de compra/consumo se comparado aos outros construtos. Com relação as contribuições acadêmicas e gerenciais, destacamse: o resgate de um referencial teórico atualizado sobre o comportamento do consumidor de alimentos orgânicos; e que os varejos podem criar ações de publicidade e promoção de vendas incluindo uma mensagem de valorização ao meio ambiente, a qualidade e a disponibilidade do alimento orgânico. Dentre as limitações do estudo, destaca-se que o período de realização da pesquisa foi limitado e que mais cidades poderiam ter sido pesquisadas vislumbrando uma comparação entre as mesmas. Como sugestão de pesquisa futura, a diferenciação enquanto estratégia mercadológica pode ser utilizada tendo em vista os diversos tipos de alimentos orgânicos, apontando comportamentos de compra/consumo específicos por produto (tanto in natura como processado) possibilitando o aperfeiçoamento do modelo proposto. / Consumers are increasingly aware and choosy about the types of food offered, in particular, factors such as quality, price, health and preservation of the natural environment. ln this context, the certified organic food has been a choice between types of food because it is designed under a cropping system based on agroecology and sustainable agriculture, which prohibits the use of pesticides, nature preserves without contaminating the land, the rivers, flora and fauna, and also causes a different relationship with the field worker, with policies that respect the labor laws. This research focused on the buying behavior/consumer consumption of organic food, seeking to answer the research question - What are the factors that determine significantly the intention to purchase/consumption of organic food and what the relationship of these factors with each other? That question led to the development of general purpose of the research, which was to propose and test a model to assess the impact of 1 variables affecting the intention to purchase/consumption of organic food from the ` perspective of the consumer of this type of food. ln this sense, the theoretical framework of , this research addresses two areas of knowledge: the school named marketing and consumer behavior studies on the behavior of consumers of organic food. Given its design, this research is classified as containing a descriptive exploratory phase, prevailing positivist philosophy. To meet the goals and hypotheses of this research was developed twostage methodology: a qualitative and quantitative one. Developed two focus groups in Juiz de Fora (MG) and a transverse survey with 560 consumers of organic food in Belo Horizonte (MG). After the construction of the adjusted scale to the purposes of this research, a model of buying behavior/consumption of organic food has been prepared based on the technique of structural equation modeling. It can be concluded that the only construct endogenous this proposed model, lntent to Purchase/Consumption, showed a correlation coefficient (R2) of 41%, indicating that 41% of their variations are explained by the constructs exogenous and the other 59% reflect other things that influence the intention to purchase/consumption, but were not addressed in the model. The R2 indicates a 41% predictive power of moderate to substantial, according to Chin (1998), which emphasizes that the construct is explained by only one or two variables, and the moderate value acceptable. Of the three exogenous constructs of the proposed model, only two showed statistically significant impact, that the constructs were belief and attribute. Both fillers were positive, and the impact of the construct attribute (standardized cargo 0.50, p value <1%) was higher than the impact of the construct belief (standardized cargo 0.20, p value <l%), being the closest one. The construct reference groups showed an impact of 0.05 (load close to zero, although positive), not exerting influences that impact on intention to purchase/consumption compared to other constructs. With respect to academic and managerial contributions stand out: the rescue of a theoretical date on consumer behavior of organic foods, and that retails actions can create advertising and sales promotion including a message of appreciation to the environment, the quality and availability of organic food. Among the studys limitations, it is noteworthy that the timing of the survey was limited and that more cities could have been surveyed glimpsing a comparison between them. As a suggestion for future research, while differentiating marketing strategy can be used in view of the various types of organic foods, pointing behaviors purchase/consumption by specific product (fresh and processed) enabling the improvement of the proposed model.

A propaganda em sites de pesquisa utilizando anúncios orgânicos e patrocinados corresponde a uma estratégia de Marketing que propicia a interação entre empresas e seu público alvo a partir da utilização de palavras-chave ao efetuar a pesquisa online, dessa forma, os sites de pesquisa agem como intermediários entre necessidades dos consumidores e o grande número de informações disponíveis nas páginas da web. Assim, este estudo tem como objetivo verificar como é a relação entre atenção aos anúncios orgânicos e patrocinados e tipos de comportamento visual acerca da intenção de compra online. Foi realizada uma revisão da literatura sobre os Canais de Comunicação Online, Anúncios Orgânicos e Patrocinados bem como a utilização e eficácia desses tipos de anúncios, também foi abordado sobre a Intenção de Compra Online, Tipos de Comportamento Visual e, por fim, foi traçada a relação entre esses fatores. Na sequência, a partir da coleta de dados primária realizada com 100 estudantes da Faculdade de Administração, Economia e Contabilidade de Ribeirão Preto (FEA-RP/USP) - foi realizado um estudo quantitativo e descritivo utilizando o equipamento eye-tracking seguido da aplicação de um questionário. Utilizou-se a técnica estatística de Regressão Logística com Efeito Aleatório, que permite verificar o comportamento de um indivíduo em cenários diferentes e atender aos objetivos do estudo. A partir da análise, foi possível verificar que os indivíduos têm maior tendência a optar por Anúncios Patrocinados dos sites de pesquisa e que esse fato está positivamente relacionado à atenção visual e independe do tipo do Comportamento Visual que possui. Esses resultados fornecem informações relevantes acerca de apresentação de anúncios em sites de pesquisa, além de proporcionar reflexões teóricas para pesquisas nessa área / Advertising on search sites using organic and sponsored ads corresponds to a Marketing strategy that allows the interaction between companies and their target audience from the use of keywords when doing online search, in this way, the search sites act as intermediary consumer needs and the large number of information available on web pages. Thus, this study aims to verify how the relationship between attention in organic and sponsored ads and types of visual behavior about the intention to buy online. A review of the literature on Online Communication Channels, Organic and Sponsored Ads as well as the use and effectiveness of these types of ads was also made on Online Intention, Types of Visual Behavior and, finally, relationship between these factors. A quantitative and descriptive study was carried out using the eye-tracking equipment, followed by the application of the results obtained from the primary data collection with 100 students from the - School of Economics, Administration and Accounting of Ribeirao Preto (FEA-RP/USP) - a quantitative and descriptive study was performed using eye-tracking equipment followed by the application of a questionnaire. The statistical technique of Logistic Regression with Random Effect was used, which allows to verify the behavior of people in different scenarios and to meet the objectives of the study. From the analysis, it was possible to verify that the individuals have a greater tendency to choose Sponsored Ads of the research sites and this fact is positively related to the visual attention and independent of the type of Visual Behavior. These results provide relevant information about the display of ads on search sites, as well as provide theoretical insights for searches in this area

Several studies have examined the use of emoji and emoticons in computer mediated communication among peers and colleges but there is yet academic research on the impact of businesses using these paralinguistic cues when responding to online consumer reviews. This research is examining the influence these paralinguistic cues have on the consumers perception of the companies quality of the response to an online consumer review, brand relationship, purchase intent. Using an online survey, participants are asked to answer general questions about the brand, the quality of the response, brand relationship, and purchase intent after seeing a random condition of both a low and high involvement product. Result support previous eWOM research as valence of the review had the largest impact on the consumers perception of the companies quality of the response to an online consumer review, brand relationship, purchase intent with an interesting finding where in most cases the addition of an emoji in positive valence message attributes to the strongest findings. With the increase in emoji usage in marketing and advertising, it is important that business are utilizing these tools in effective means otherwise the use of these paralinguistic cues could negatively impact the companies quality of the response to an online consumer review, brand relationship, purchase intent.

The use of e-mail communication between consumers has been growing and companies are seeking to increase their understanding of this type of private communication medium between consumers. The privacy and cost-effectiveness characteristics of e-mail make it an important communication medium for consumers. Consumers use e-mail to exchange a variety of information including electronic word of mouth (eWOM) about products, services and organisations. The travel industry, the context of this study, is increasingly being delivered online. Understanding what influences consumers and how consumers evaluate eWOM will increase the travel industry’s knowledge about its consumer base. This study aims to contribute to existing knowledge on the impact of eWOM on consumer purchase intention. Its focus is on an interpersonal context where eWOM is sent from the source to the receiver in an e-mail about holiday destination. The study, which was undertaken from a positivist perspective, used qualitative and quantitative research techniques to better understand the influence of eWOM on purchase intention. The literature on word of mouth (WOM) and eWOM was initially examined to identify the major factors that have an influence on the receiver of eWOM. Consistent with previous studies, both perceived expertise and similarity were identified as source characteristics that have an influence on the receiver’s purchase intention. The literature also indicated that trustworthiness belief would have a key effect on the influence of eWOM on the attitude of the receiver. Consequently, this study examined each trustworthiness dimension – ability, benevolence, and integrity – with respect to its role in the influence of eWOM on purchase intention. The literature review also revealed that certain receiver characteristics were important in the process of influence, especially consumer susceptibility to interpersonal influence. The relationships between the variables identified were further developed into the research model, which has its roots in the theory of reasoned-action (Fishbein and Ajzen, 1975) and the dual process theory of influence (Deutsch and Gerard, 1955). Methodologically, a scenario-building approach to developing authentic e-mail was used. The qualitative data gathered from eight focus group discussions were analysed using “framework analysis” (Ritchie and Spencer, 1994) to develop eight scenarios. This was then used to manipulate the moderating variables in the scenario. Three manipulations, each with two levels, were included: eWOM direction “positive and negative”; source characteristic of “expert/non-expert”; and source characteristic of “similar/non-similar”. These scenarios formed part of a questionnaire. The questionnaire was used to collect data from a sample of University of Bradford students. The final number of usable questionnaires was 477. Structural equation modelling was used to determine the validity of the conceptual model and test the hypotheses. In particular, multiple group analysis was used to assess both the measurement and structural models, and to identify the impact of the eWOM direction. The theoretical model that describes the relationships between the exogenous variables (source’s and receiver’s characteristics) and the endogenous variables (trustworthiness dimensions, interpersonal influence and purchase intention) was accepted. The research findings provided empirical evidence on the difference in the impact of positive and negative eWOM on purchase intention. The source’s and receiver’s characteristics and related trustworthiness beliefs, (i.e. ability, benevolence, and integrity) are influenced by the direction of eWOM. The findings show that positive and negative eWOM differ with respect to how they impact on consumers’ attitudes and intentions. For instance, consumers have more belief in the credibility of a source who provides negative eWOM. However, the overall influence of the source’s characteristics tends to be stronger with positive than with negative eWOM. The findings of this study provide insights for both academics and practitioners to understand the potential of eWOM. This might be tailored to help develop more private relationships with customers through e-mail marketing strategies that incorporate eWOM. Negative eWOM is more credible but less directly useful to marketers. Nevertheless, it is important for marketers to realise the significance of managing dissatisfaction and to harness the power of negative eWOM. Similarly, positive eWOM is effective especially when the source is both expert and similar. This might be translated into online marketing campaigns that use consumer-to-consumer discussions in addition to viral marketing. Future research might test the model in different contexts, (e.g. financial services), to provide a more comprehensive picture of the influence of eWOM on purchase intention.

With the development of multinational companies (MNCs), corporate social responsibility (CSR) has become a very important component of corporate activities. However, the commitment to CSR in China has been very low. Chinese consumers are becoming less willing to accept different treatment from MNCs, but there has been a little study of CSR problems in the Chinese market or the response of Chinese consumer. This study provides preliminary evidence that consumer response about the CSR behavior of multinational corporation is determined by three factors, perceived CSR, trust of CSR, and awareness of CSR, and addresses how these different factors influence Chinese consumer response in terms of Corporate Evaluation and Purchase Intention. Additionally, this work analyzes the relationship between consumer demographics and consumer response to CSR.  The results show that trust of CSR and awareness of CSR has a significant influence on Chinese consumer response. Perceived CSR has a significant influence on Chinese consumer response to corporate evaluation but not on Purchase Intention. In addition, the data did not reveal a relationship between consumer demographics and consumer response to CSR.

Background: The emergence of global markets has created new hurdles for managers of international companies, yet provided with opportunities to take advantage of country of origin and transmit product information via “Made in” label. For many years China has been perceived negatively for a number of reason, though Chinese cosmetics is a new venture for the emerging economy.  Purpose: The purpose of this study is to widen the current knowledge of country of origin in the cosmetics industry. The aim was to explore the underlying reasons in the attitude formation of female European millennials towards country of origin of China with regard to cosmetics industry.  Method: Focus group discussions have been chosen as the most appropriate research method to fulfil the purpose of the study. Three focus groups consisted of female European millennials were conducted during which the visual aids were shown in order to contribute to answering research questions. A deductive content analysis was used to analyse the data obtained.  Conclusion: The results of this study revealed that the attitudes held by female European millennials towards cosmetics made in China are more negatively due to a weak product-countryimage,withsomeexceptions. Thisisconsistentwithprevious studies that China’s country of origin is still perceived as unfavourable. However, new insights have been discovered that respondents do not perceive any country as having a superior expertise in cosmetics, except of France.