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Advisor(s)
Abstract(s)
A Web 2.0 veio abrir novos horizontes aos internautas para um novo mundo, o mundo da informação acessĂvel a todos os que possuem um computador e uma ligação Ă Internet, e a possibilidade de participarem e interagirem nas redes sociais, blogues e fĂłruns. Fora deste mundo online, e num meio nĂŁo digital, vive-se a atividade fĂsica, cujas motivaçÔes para a sua prĂĄtica vĂŁo desde os benefĂcios para a saĂșde, o puro lazer ou a integração social. A prĂĄtica das mais diversas modalidades desportivas tem vindo a aumentar em Portugal de ano para ano, aumento que Ă© acompanhado pelo melhoramento e criação de infraestruturas para a prĂĄtica de desporto.
A ligação dos dois mundos, o virtual e o real, Ă© inevitĂĄvel nos dias de hoje, e as empresas, vendo aqui uma oportunidade para aumentar o seu lucro, criaram negĂłcios de venda online. O nĂșmero de pessoas que navega na Web 2.0 Ă© significativo, e se por um lado as empresas conseguem promover e divulgar os seus produtos, por outro lado sujeitam-se a avaliaçÔes e partilha de informação online por parte dos seus utilizadores, sejam elas positivas ou negativas, acerca dos seus produtos ou serviços.
O praticante de ciclismo, nas vertentes de montanha e de estrada, partilha online as suas voltas em bicicleta (Strava, Garmin Connect), efetua comentårios em fóruns sobre os passeios em que participou ou gostaria de participar (Fórum BTT, Fórum Ciclismo), combina voltas com os amigos ou a participação em passeios organizados, nas redes sociais (Facebook, Twitter), tendo assim uma presença constante na Web 2.0. Desta forma, é inevitåvel que o praticante de ciclismo utilize os mesmos meios para procurar informação sobre um determinado produto que pretende adquirir, seja ele uma bicicleta, um componente ou acessório para a mesma, ou até mesmo equipamento de ciclismo para si próprio.
O presente estudo pretende investigar até que ponto a interação existente nas redes sociais e fóruns, relacionada com empresas ou serviços, bem como as avaliaçÔes efetuadas a produtos, relacionados com o ciclismo, influenciam a decisão de compra online por parte de um praticante de ciclismo.
O estudo foi realizado com base numa amostra de 88 ciclistas, atravĂ©s de questionĂĄrio distribuĂdo online, e direcionado a praticantes de ciclismo numa vertente de lazer e competição, nas modalidades de ciclismo de estrada e de montanha. Os resultados obtidos revelam que um nĂșmero significativo de praticantes de ciclismo Ă© utilizador frequente da Internet, verificando-se que os consumidores com um maior nĂvel de confiança no mercado eletrĂłnico possuem uma maior probabilidade de participar nele. Observa-se ainda que uma opiniĂŁo negativa sobre um produto, empresa ou marca, colocada nas redes sociais, tem uma influĂȘncia pouco significativa na decisĂŁo de compra. Um nĂșmero considerĂĄvel de inquiridos procura obter informaçÔes adicionais, e a existĂȘncia de uma linha de apoio por telefone ou e-mail aumenta a ligação do cliente ao produto/empresa. Verificou-se tambĂ©m que a compra online Ă© influenciada pelo aumento de valor gerado pela rede onde o consumidor se insere e pelas boas avaliaçÔes feitas dentro dessa mesma rede.
The Web 2.0 opened up new horizons to Internet users to a new world, a world of information accessible to all of those who have a computer and an Internet connection, and the possibility to participate and interact in social networks, blogs and forums. Outside of this online world, and in a non-digital environment, people enjoy physical activity. The motives for its practice range from the health benefits, the pure leisure or social integration. The practice of several sports has been increasing in Portugal from year to year, an increase that is surrounded by the improvement and creation of infrastructures for the practice of sports. The connection of the two worlds, the virtual and the real, is inevitable nowadays, and the companies perceived it as an opportunity to increase their profit, and to create a business for online sales. The number of people who use the Web 2.0 is significant, and if on the one hand companies can promote and disseminate its products, on the other hand they are subject to assessments and sharing of positive or negative information about their products or services online by their users. The practitioners of mountain and road cycling, share online their laps on the bicycle (Strava, Garmin Connect), perform reviews in forums about the bike tours in which they participated or would like to participate (FĂłrum BTT, FĂłrum Ciclismo), settle laps or participation in bike tours with friends on social networks (Facebook, Twitter), having a constant presence on the Web 2.0. In this way, it is inevitable that the practitioner of cycling uses the same sources to search information on a particular product that he wants to buy, whether it is a bicycle, a component or an accessory, or even cycling equipment for himself. The present study aims to investigate the extent of the existing interaction in social networks and forums, as well as the online evaluations of products, services and companies, and if this influence the decision to purchase online by cyclists. Data from a sample of 88 cyclists was gathered using an online questionnaire directed to leisure and competition cyclists, practicing road and mountain cycling. The results show that a significant number of cyclists is frequently an Internet user, and consumers with a higher level of confidence in electronic market have a higher probability of participating in the online market. It was also observed that a negative opinion on a product, company or brand, placed on social networks, has a small influence on the decision to purchase. A considerable number of respondents use to search for additional information, and the existence of a hotline, by phone or email, increases the relationship between the customer and the product/company. It was also observed that the online purchase is influenced by the increase of value generated by the type of online network used by the consumer, and by the quality of the assessments made within that network.
The Web 2.0 opened up new horizons to Internet users to a new world, a world of information accessible to all of those who have a computer and an Internet connection, and the possibility to participate and interact in social networks, blogs and forums. Outside of this online world, and in a non-digital environment, people enjoy physical activity. The motives for its practice range from the health benefits, the pure leisure or social integration. The practice of several sports has been increasing in Portugal from year to year, an increase that is surrounded by the improvement and creation of infrastructures for the practice of sports. The connection of the two worlds, the virtual and the real, is inevitable nowadays, and the companies perceived it as an opportunity to increase their profit, and to create a business for online sales. The number of people who use the Web 2.0 is significant, and if on the one hand companies can promote and disseminate its products, on the other hand they are subject to assessments and sharing of positive or negative information about their products or services online by their users. The practitioners of mountain and road cycling, share online their laps on the bicycle (Strava, Garmin Connect), perform reviews in forums about the bike tours in which they participated or would like to participate (FĂłrum BTT, FĂłrum Ciclismo), settle laps or participation in bike tours with friends on social networks (Facebook, Twitter), having a constant presence on the Web 2.0. In this way, it is inevitable that the practitioner of cycling uses the same sources to search information on a particular product that he wants to buy, whether it is a bicycle, a component or an accessory, or even cycling equipment for himself. The present study aims to investigate the extent of the existing interaction in social networks and forums, as well as the online evaluations of products, services and companies, and if this influence the decision to purchase online by cyclists. Data from a sample of 88 cyclists was gathered using an online questionnaire directed to leisure and competition cyclists, practicing road and mountain cycling. The results show that a significant number of cyclists is frequently an Internet user, and consumers with a higher level of confidence in electronic market have a higher probability of participating in the online market. It was also observed that a negative opinion on a product, company or brand, placed on social networks, has a small influence on the decision to purchase. A considerable number of respondents use to search for additional information, and the existence of a hotline, by phone or email, increases the relationship between the customer and the product/company. It was also observed that the online purchase is influenced by the increase of value generated by the type of online network used by the consumer, and by the quality of the assessments made within that network.
Description
Keywords
Ciclismo Comportamento de Compra Online Comunidades Online Redes Sociais