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A influência de user generated content na plataforma tiktok na intenção de compra no setor turístico
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Abstract(s)
Numa sociedade cada vez mais tecnológica, as redes sociais funcionam como uma importante ferramenta de apoio na decisão de compra do consumidor, especialmente através do chamado User Generated Content (UGC). Na presente investigação abordamos a influência do UGC na intenção de compra, aplicado ao produto turístico na popular rede social TikTok.
Após ser feita uma revisão de literatura, foi utilizada uma técnica de recolha de dados da metodologia quantitativa: um inquérito por questionário, aplicado a utilizadores do TikTok, com idades compreendidas entre os 18 e os 42 anos de idade. Em sequência, foi feita uma análise dos dados obtidos, com recurso aos modelos de equações estruturais (SEM).
Os resultados obtidos são indicativos de uma relação de influência entre a credibilidade e a utilidade da informação e entre a utilidade e a influência social na intenção de compra de produtos e serviços turísticos. Adicionalmente, foi feita uma comparação entre os resultados da amostra de indivíduos pertencentes à Geração Millennial e a amostra de indivíduos pertencentes à Geração Centennial, apresentando como principal discrepância de resultados a relação entre a necessidade de informação e a utilidade da informação, cujo resultados da amostra de Millennials não comprovaram, em oposição aos Centennials.
In an increasingly technological society, social networks act as an important tool to support consumer purchasing decisions, especially through User Generated Content (UGC). In this research we look at the influence of UGC on purchase intent, applied to the tourism product on the TikTok social network. After a literature review, a quantitative data collection technique was used: a questionnaire survey applied to TikTok users aged between 18 and 42. The data obtained was then analyzed using the structural equation modeling (SEM). The results obtained indicate a relationship of influence between credibility and the usefulness of information and between usefulness and social influence on the intention to buy tourism products and services. In addition, a comparison was made between the results of the sample of individuals belonging to the Millennial Generation and the sample of individuals belonging to the Centennial Generation, with the main discrepancy in the results being the relationship between the need for information and the usefulness of information, which the results of the Millennial sample did not prove, as opposed to the Centennials.
In an increasingly technological society, social networks act as an important tool to support consumer purchasing decisions, especially through User Generated Content (UGC). In this research we look at the influence of UGC on purchase intent, applied to the tourism product on the TikTok social network. After a literature review, a quantitative data collection technique was used: a questionnaire survey applied to TikTok users aged between 18 and 42. The data obtained was then analyzed using the structural equation modeling (SEM). The results obtained indicate a relationship of influence between credibility and the usefulness of information and between usefulness and social influence on the intention to buy tourism products and services. In addition, a comparison was made between the results of the sample of individuals belonging to the Millennial Generation and the sample of individuals belonging to the Centennial Generation, with the main discrepancy in the results being the relationship between the need for information and the usefulness of information, which the results of the Millennial sample did not prove, as opposed to the Centennials.
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Marketing Turismo Redes sociais User generated content Intenção de compra Tiktok Modelos de equações estruturais Millennials Centennials