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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.
| Identifer | oai:union.ndltd.org:IBICT/oai:repositorio.ufrn.br:123456789/22197 |
| Date | 28 November 2014 |
| Creators | Andrade, Adrianne Paula Vieira de |
| Contributors | 24140392304, Ara?jo, Afr?nio Galdino de, 03934985491, Mendes Filho, Luiz Augusto Machado, 50367811472, Gosling, Marlusa, 85076031653, Ramos, Anatalia Saraiva Martins |
| Publisher | PROGRAMA DE P?S-GRADUA??O EM ADMINISTRA??O, UFRN, Brasil |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Source | reponame:Repositório Institucional da UFRN, instname:Universidade Federal do Rio Grande do Norte, instacron:UFRN |
| Rights | info:eu-repo/semantics/openAccess |
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