Thèse numérisée par la Division de la gestion de documents et des archives de l'Université de Montréal.

This thesis investigates human product interaction with a focus on the physical experience provided by products. The differences of users&#039 / perceptions are discussed according to the differences of bodily experiences served by products. The interaction with products is taken as a holistic experience phenomenon, and in order to assess users&#039 / understandings and evaluations about the experience with products / perceived pragmatic qualities, perceived hedonic qualities and elicited emotional reactions are analyzed. The research is conducted by means of surveys in order to compare users&#039 / perceptual differences in relation to two different product groups: automobiles and the iPhone, which differ in content of interaction, namely one serves a more physical (bodily) experience while the other a more virtual one. In order to find out the perceptual differences, verbal descriptions of perceived qualities and emotional states are used as measurement tools. A list consisting of bipolar word pairs in relation with pragmatic qualities, hedonic qualities and emotional reactions has been composed, and perceptual differences are investigated through the bipolar word pairs&#039 / relevancy levels according to the product. In addition, in order to show that meaning associations related to the same verbal description are context dependent, the meanings that are associated with the same word pairs for both products are investigated. Apparent differences between the relevant word pairs of the two different product groups have been observed, in addition with pragmatic qualities&#039 / higher relevancy scores compared to hedonic qualities and emotional reactions in defining users&#039 / interactions with products.

Thèse numérisée par la Division de la gestion de documents et des archives de l'Université de Montréal

The internet has changed the way that consumers interact with each other and with companies. Social media appear as a new communication channel for business and enabling closer interaction between enterprises and consumers. The literature explains that the social media has a vital role in the promotion mix and companies can interact with consumers through online platforms (Facebook, Twitter, MySpace and others). Therefore, companies can no ignore the phenomena of social media, because it have become a tool for consumers expose their perception of products and services. This study aimed to evaluate the relationship between the emotional response to advertising on social media (Facebook) and the evaluation of the Coca-Cola brand, under the influence of technology readiness and consumers trust. The methodological procedures used to obtain answers to the objectives that guided this study followed the steps of the survey method, by surveying a cross-sectional, exploratory and descriptive study. To assess the relationship between different variables, we used the technique of structural equation modeling. The population was composed of all Brazilians, social media users, subscribers on Facebook. We obtained a total of 1,196 respondents, and of these, 1,037 are valid questionnaires. The choice of brand Coca-Cola gave up because is considered the most valuable in the world for 13 consecutive years and the most followed brand on Facebook worldwide and the second most followed in Brazil. The confirmation of the properties of unidimensionality, reliability, convergent and discriminant validity of the constructs permitted to propose and validate an integrated model, considered as hybrid. The hybrid model tested 48 variables and 118 estimated parameters. The results show that: (1) the emotional reaction to advertising on social media has a positive and direct influence on the Coca-Cola brand evaluation; (2) consumer trust exercised direct and positive influence on brand evaluation and emotional reaction to advertising on social media; and (3) the technology readiness has not a significant influence on the emotional reaction to advertising on social media. We concluded that it is possible to determine consumer trust as the most important variable to a positive emotional reaction to advertising on social media and a positive brand evaluation. / A internet tem alterado a maneira como os consumidores interagem entre si e com as empresas. As mídias sociais aparecem como um novo canal de comunicação para os negócios permitindo maior proximidade e interação das empresas com os consumidores. A literatura explica que as mídias sociais tem um papel vital dentro do mix de promoção, sendo que as empresas podem interagir com os consumidores por meio de plataformas online (Facebook, Twitter, MySpace e outros). Assim as empresas não podem mais ignorar o fenômeno das mídias sociais, porque elas se tornaram a ferramenta para os consumidores exporem sua percepção sobre produtos e serviços. Este estudo objetivou avaliar a relação entre a reação emocional à propaganda em mídias sociais (Facebook) e a avaliação da marca Coca-Cola, sob a influência da prontidão à tecnologia e da confiança do consumidores. Os procedimentos metodológicos utilizados para obter respostas aos objetivos que orientaram este estudo, seguiram as etapas do método survey, por meio de levantamento de corte transversal, por um estudo de natureza exploratória e descritiva. Para avaliação da relação entre variáveis distintas, utilizou-se a técnica de modelagem de equações estruturais. O universo do estudo foi composto por todos brasileiros, usuários de mídias sociais, inscritos no Facebook. Obteve-se um total de 1.196 respondentes, sendo destes, 1.037 questionários válidos. A escolha da marca Coca-Cola deu-se por esta ter sido a mais valiosa do mundo por 13 anos consecutivos e a marca mais seguida no Facebook em nível mundial e a segunda mais seguida no Brasil. A confirmação das propriedades de unidimensionalidade, confiabilidade, validade convergente e discriminante dos construtos permitiu propor e validar um modelo integrado, considerado híbrido. O modelo híbrido testado, apresentou 48 variáveis e 118 parâmetros estimados. Os resultados evidenciam que: (1) a reação emocional à propaganda em mídias sociais exerceu influência positiva e direta sobre avaliação da marca Coca-Cola; (2) a confiança do consumidor exerceu influência positiva e direta sobre a avaliação da marca e a reação emocional à propaganda em mídias sociais; (3) a prontidão à tecnologia exerceu influência positiva sobre a reação emocional à propaganda em mídias sociais em nível não significante. Conclui-se que é possível determinar a confiança do consumidor como a variável chave para uma reação emocional à propaganda em mídias sociais e avaliação da marca positiva.

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