Análise do efeito do Comportamento de Cidadania do Consumidor em intenção de recompra Outros Idiomas

ID:
34138
Resumo:
No presente artigo, o Comportamento de Cidadania do Consumidor (CCB) é avaliado como uma manifestação de cocriação de valor na relação consumidororganização. Considerando a proposição existente na literatura de marketing, de que a cocriação de valor, a médio e longo prazo, se traduz em benefícios tangíveis à organização na forma de compra e recompra do consumidor, explicada por meio da relação entre valor-em-uso e valor-em-troca, o artigo busca analisar o efeito do CCB na intenção de recompra. Para tanto, foi adaptada a escala de CCB de Yi e Gong (2013) para o contexto brasileiro. A avaliação da escala adaptada e da relação proposta entre CCB e intenção de recompra se deu com modelagem de equações estruturais. Os resultados indicam falta de consistência de uma das dimensões de CCB propostas por Yi e Gong (2013) e demonstram que o CCB representa um determinante de expressivo efeito sobre a intenção de recompra.
Citação ABNT:
GRILLO, T. L. H.; ARAÚJO, C. F.; DAMACENA, C. Análise do efeito do Comportamento de Cidadania do Consumidor em intenção de recompra . Revista de Ciências da Administração, v. 16, n. 40, p. 156-172, 2014.
Citação APA:
Grillo, T. L. H., Araújo, C. F., & Damacena, C. (2014). Análise do efeito do Comportamento de Cidadania do Consumidor em intenção de recompra . Revista de Ciências da Administração, 16(40), 156-172.
DOI:
10.5007/2175-8077.2014v16n40p156
Link Permanente:
http://www.spell.org.br/documentos/ver/34138/analise-do-efeito-do-comportamento-de-cidadania-do-consumidor-em-intencao-de-recompra-/i/pt-br
Tipo de documento:
Artigo
Idioma:
Português
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