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Abstract(s)
A cocriação de valor tem-se tornado num ponto essencial que representa uma nova estrutura e dinâmica entre atores. Ou seja, o valor é cocriado em conjunto e reciprocamente nas interações entre atores, através da sua integração de recursos. Neste contexto surge o principal objetivo desta investigação: compreender se existe e quais as atividades de integração de recursos por parte dos consumidores de eventos culturais. Pretende-se analisar qual a efetiva contribuição da integração de recursos na experiência de cocriação dos consumidores, e quais as influências nos resultados da sua experiência tendo em consideração o papel preeminente do ecossistema. Inicialmente, foram realizados três estudos qualitativos assentes no evento Óbidos Vila Natal: 1) multilevel service design: que através de uma entrevista em profundidade à organização do evento permitiu identificar/compreender os principais atores/instituições que constituem o ecossistema, e quais os pápeis na experiência de cocriação dos consumidores; 2) netnografia que através de 153 comentários do Tripadvisor permitiu a identificação/compreensão dos elementos valorizados pelos consumidores; e 3) customer journey maps que através de 12 entrevistas em profundidade possibilitou a compreensão e descrição minuciosa da experiência, bem como, quando e quais os recursos dos consumidores que foram integrados. Estes estudos contribuíram para a maior compreensão dos recursos e dos fatores que exercem uma grande importância na integração de recursos, mas também foram essenciais para a avaliação preliminar dos pressupostos do modelo estrutural proposto, que foi analisado num quarto estudo. Nesse último estudo, utilizou-se como técnica de recolha de dados um questionário online e foi obtida uma amostra válida de 541 indivíduos. As respostas obtidas serviram de base para a abordagem quantitativa e avaliação do modelo através de um sistema de equações estruturais, utilizando-se o SmartPLS3.0. A análise do modelo comprovou a maioria das relações previstas nas hipóteses e obteve níveis de correlação interessantes. Os resultados indicaram uma influência positiva dos constructos do contexto de serviço dinâmico sobre os recursos do consumidor, à exceção dos contextos sociais com outros atores e o ambiente e elementos extrínsecos sobre os recursos físicos dos consumidores; tal como não foi verificada a relação entre serviço/atividades prestadas e os recursos sociais. Os resultados também indicaram uma influência positiva dos recursos dos consumidores sobre os resultados da experiência vivida; à exceção dos recursos culturais e sociais sobre a satisfação dos consumidores. No geral, comprovou-se a importância e o papel do ecossistema para que os clientes de eventos integrem diferentes recursos e obtenham resultados positivos, sendo fatores a considerar pelas organizações de eventos para que se diferenciarem e sustentem as suas vantagens nos dias atuais.
The co-creation of value has become an essential topic that represents a new structure and new dynamics between actors. That is, value is co-created together and reciprocally in the interactions among actors, through their integration of resources. In this context, the main objective of this study is to understand if there are and which are the activities of resources integration by the consumers of cultural events. The intention is to analyze what is the effective contribution of the integration of resources in the co-creation experience of consumers, and what are the influences on the results of their experience considering the role of the ecosystem. Initially, three qualitative studies were realized based on the Óbidos Vila Natal event: 1) multilevel service design: that through an in-depth interview to the event organization identified/understood the main actors/institutions that make up the ecosystem, and their roles in the co-creation experience for consumers; 2) netnography that through 153 Tripadvisor comments allowed the identification and comprehension of the elements most valued by consumers; and 3) customer journey maps which, through 12 in-depth interviews, enabled the understanding and detailed description of the experience, as well as, when and what resources of the consumers were integrated. These studies have contributed to a better understanding of the resources and factors that have relevance in the integration of resources but were also crucial for the preliminary assessment of the proposed structural model, that was analysed in a fourth study. In this last study, an online questionnaire was used as the data collection technique and a valid sample of 541 individuals was obtained. The answers obtained were the basis for the quantitative approach and model evaluation through a system of structural equations, using the SmartPLS3.0. The analysis of the model proved the majority of the relationships predicted in the hypotheses and interesting levels of correlation. The results indicated a positive influence of the constructs of the dynamic service context on consumer resources, with the exception of social contexts with other actors and the environment and extrinsic elements on consumers' physical resources; just as the relationship between service/ activities provided and social resources that was not verified. The results also indicated a positive influence of consumer resources on the results of the experience, with the exception of cultural and social resources on consumer satisfaction. Overall, the importance and role of the ecosystem has been proven for consumers to integrate different resources and obtain positive results. In this sense, it turns out to be the factors to be considered by event organizations in order to differentiate themselves and sustain their advantages today.
The co-creation of value has become an essential topic that represents a new structure and new dynamics between actors. That is, value is co-created together and reciprocally in the interactions among actors, through their integration of resources. In this context, the main objective of this study is to understand if there are and which are the activities of resources integration by the consumers of cultural events. The intention is to analyze what is the effective contribution of the integration of resources in the co-creation experience of consumers, and what are the influences on the results of their experience considering the role of the ecosystem. Initially, three qualitative studies were realized based on the Óbidos Vila Natal event: 1) multilevel service design: that through an in-depth interview to the event organization identified/understood the main actors/institutions that make up the ecosystem, and their roles in the co-creation experience for consumers; 2) netnography that through 153 Tripadvisor comments allowed the identification and comprehension of the elements most valued by consumers; and 3) customer journey maps which, through 12 in-depth interviews, enabled the understanding and detailed description of the experience, as well as, when and what resources of the consumers were integrated. These studies have contributed to a better understanding of the resources and factors that have relevance in the integration of resources but were also crucial for the preliminary assessment of the proposed structural model, that was analysed in a fourth study. In this last study, an online questionnaire was used as the data collection technique and a valid sample of 541 individuals was obtained. The answers obtained were the basis for the quantitative approach and model evaluation through a system of structural equations, using the SmartPLS3.0. The analysis of the model proved the majority of the relationships predicted in the hypotheses and interesting levels of correlation. The results indicated a positive influence of the constructs of the dynamic service context on consumer resources, with the exception of social contexts with other actors and the environment and extrinsic elements on consumers' physical resources; just as the relationship between service/ activities provided and social resources that was not verified. The results also indicated a positive influence of consumer resources on the results of the experience, with the exception of cultural and social resources on consumer satisfaction. Overall, the importance and role of the ecosystem has been proven for consumers to integrate different resources and obtain positive results. In this sense, it turns out to be the factors to be considered by event organizations in order to differentiate themselves and sustain their advantages today.
Description
Keywords
Integração Recursos Recursos Operantes Cocriação Valor Ecossistema Serviço Consumidores Experiência Lógica do Serviço-dominante Eventos