Submitted by Automa??o e Estat?stica (sst@bczm.ufrn.br) on 2017-03-09T21:57:44Z No. of bitstreams: 1 AdriannePaulaVieiraDeAndrade_DISSERT.pdf: 9266203 bytes, checksum: b4df48cf836713b45782f1a247a1a30c (MD5) / Approved for entry into archive by Arlan Eloi Leite Silva (eloihistoriador@yahoo.com.br) on 2017-03-09T22:03:11Z (GMT) No. of bitstreams: 1 AdriannePaulaVieiraDeAndrade_DISSERT.pdf: 9266203 bytes, checksum: b4df48cf836713b45782f1a247a1a30c (MD5) / Made available in DSpace on 2017-03-09T22:03:12Z (GMT). No. of bitstreams: 1 AdriannePaulaVieiraDeAndrade_DISSERT.pdf: 9266203 bytes, checksum: b4df48cf836713b45782f1a247a1a30c (MD5) Previous issue date: 2014-11-28 / A utiliza??o de dispositivos m?veis, dentre os quais se destacam os smartphones e tablets, tem crescido no mundo todo de forma exponencial. Como consequ?ncia, um novo modelo de neg?cio se desenvolve no ambiente das lojas de aplicativos m?veis, impulsionado pelo avan?o da utiliza??o da internet e das redes sociais. No contexto da mobilidade, a pr?tica do boca-a-boca eletr?nico (eWOM) acontece atrav?s da avalia??o ("reviews") dos aplicativos, da troca e propaga??o de informa??es. Alguns estudos de marketing eletr?nico t?m abordado o eWOM, mas h? poucos trabalhos focando o engajamento dos consumidores no fornecimento de coment?rios negativos. O objetivo deste trabalho foi compreender os motivos que levam os consumidores a fazer coment?rios negativos em um ambiente de mercado de mobilidade. A literatura mostra uma maior influ?ncia do eWOM negativo sobre os potenciais consumidores quando comparado com o eWOM positivo. A Teoria do Comportamento Planejado juntamente com os motivadores identificados na literatura, tais quais altru?smo, emo??es, desabafos de sentimentos negativos, vingan?a, busca por provid?ncias, reputa??o e reciprocidade, foram adotados como arcabou?o te?rico para compreens?o do engajamento dos consumidores no ambiente das lojas de aplicativos m?veis. A pesquisa, do tipo explorat?ria e descritiva, utilizou uma abordagem qualitativa e adotou o interacionismo simb?lico como postura te?rica, de modo a entender os significados atribu?dos pelos indiv?duos as suas experi?ncias. Foram coletados dados verbais, atrav?s de entrevistas epis?dicas semiestruturadas realizadas e gravadas no ambiente online com consumidores que praticam o eWOM negativo. Para a an?lise dos dados, foi utilizada a an?lise de conte?do categorial com o aux?lio do software QSR NVivo?. Na interpreta??o, foram feitas an?lises comparativas com uso de mapas de ?rvore, matriz estrutural e matriz de codifica??o. Como resultado, as raz?es mais evidentes para o uso de aplicativos foram a satisfa??o de necessidades, facilidade nas atividades, recomenda??o de amigos, mobilidade e uso atrelado a servi?os. Quatro motivadores foram evidenciados pelos consumidores para a propaga??o de ?reviews? negativos nas lojas de aplicativos m?veis, s?o eles: o Altru?smo, ressaltando o desejo de alertar outros consumidores; a Busca por Provid?ncias, com ?nfase na busca por melhorias dos aplicativos; Emo??es negativas, destacando a frustra??o e raiva e a Reciprocidade, real?ando o aspecto do companheirismo e o desejo de se sentir ajudado. Os consumidores mostraram que se engajam neste ecossistema m?vel independentemente das press?es sociais e de influ?ncia de amigos. Os fatores ambientais, tais como o canal de avalia??o e a Internet, s?o vistos como facilitadores, enquanto que a falta de intera??o e alguns incentivos utilizados pelos desenvolvedores, como a emiss?o de alertas, podem prejudicar o comportamento de engajamento com eWOM. Os resultados da pesquisa contribuem para explorar o campo de estudos sobre o eWOM negativo no contexto nacional, e tamb?m avan?a o conhecimento sobre os motivos para a propaga??o de coment?rios negativos e h?bitos dos consumidores nas lojas de aplicativos m?veis. Com base nas informa??es da pesquisa, os desenvolvedores e empresas poder?o desenvolver estrat?gias de aperfei?oamento de intera??o com os consumidores de aplicativos m?veis. / The usage of mobile devices, such as smartphones and tablets, by consumers has been growing exponentially around the world. As a result, a new business model emerged in mobile application stores? environment, driven by the progress in the use of internet and social networks. In the context of mobility, the practice of electronic word-of-mouth (eWOM) happens through the evaluation ("reviews") of applications and the exchange and dissemination of information. Some studies have approached the electronic marketing eWOM, but there are few studies focusing on the consumers? engagement in providing negative comments. The objective of this research is to understand the reasons that lead consumers to provide negative reviews in an environment of the mobile market. The literature shows that negative eWOM has a greater influence on potential customers when compared to the positive. The Theory of Planned Behavior (TPB) along with motivators identified in the literature, such as altruism, emotions, venting negative feelings, revenge, search for actions, reputation and reciprocity have been adopted as theoretical framework for understanding the consumers?engagement in the atmosphere of mobile application stores. The study is a descriptive and exploratory research using a qualitative approach and the symbolic interactionism as theoretical technique in order to understand the meanings assigned by their experiences. Verbal data were collected through episodic semi-structured interviews conducted and recorded in the online environment. The research sample was composed by consumers who practice negative eWOM. For data analysis, the categorical content analysis was used with the support of QSR NVivo? software. To interpret, comparative analyzes were made using tree maps, structural matrix and coding matrix. It was found that the most evident reasons for using applications were satisfaction of needs, ease in activities, friends recommendation, mobility and use coupled to services. Four drivers were evidenced by consumers to spread negative reviews in mobile application stores, they are: Altruism, emphasizing the desire to warn other consumers; Searching for Providences, with the emphasis on the search for improvements of applications; Negative emotions, especially anger, frustration, and; Reciprocity, enhancing the aspect of fellowship in the atmosphere of the mobile application store environment and the desire to feel helped. Consumers have shown that they engage in this mobile ecosystem indepent of social influences and pressures from friends. Environmental factors, such as channel evaluation and the internet, are seen as facilitators, while the lack of interaction and some incentives used by developers, such as issuing alerts, can disrupt behaviors of engagement with eWOM. The research findings contribute to explore the field of studies on the negative eWOM in the national context, and also advances knowledge about the reasons for the spread of negative reviews and consumer habits in mobile application stores. Based on survey information, developers and businesses can develop strategies to improve interaction with consumers of mobile applications.