Gamers Inovadores e Comprometidos: relações Entre Personalidade do Consumidor, seu Comprometimento com a Marca e sua Propensão a Colaborar em Processos de Inovação Outros Idiomas

ID:
39778
Resumo:
Pesquisadores e gestores têm se deparado com desafios para prever o envolvimento efetivo dos consumidores em processos de inovação, uma vez que participar desses processos implica certos custos de recurso e esforço da parte do consumidor. Nesta pesquisa, voltamos nossa atenção para antecedentes da propensão do consumidor a colaborar em processos de desenvolvimento com a organização. Primeiramente, testamos a relação direta da orientação para a inovação do consumidor e a propensão a colaborar nos processos de desenvolvimento de produto. Subsequentemente, avaliamos se esta relação pode ser mediada pelo comprometimento com a marca. Realizamos um survey com entusiastas de jogos da Blizzard Entertainment, Inc. e analisamos os dados por meio de equações estruturais. Evidenciamos que o comprometimento exerce mediação parcial no modelo.
Citação ABNT:
CORREA, C. P. M.; NASCIMENTO, T. M.; GRILLO, T. L. H.; DAMACENA, C. Gamers Inovadores e Comprometidos: relações Entre Personalidade do Consumidor, seu Comprometimento com a Marca e sua Propensão a Colaborar em Processos de Inovação. Innovation and Management Review, v. 12, n. 4, p. 26-48, 2015.
Citação APA:
Correa, C. P. M., Nascimento, T. M., Grillo, T. L. H., & Damacena, C. (2015). Gamers Inovadores e Comprometidos: relações Entre Personalidade do Consumidor, seu Comprometimento com a Marca e sua Propensão a Colaborar em Processos de Inovação. Innovation and Management Review, 12(4), 26-48.
Link Permanente:
http://www.spell.org.br/documentos/ver/39778/gamers-inovadores-e-comprometidos--relacoes-entre-personalidade-do-consumidor--seu-comprometimento-com-a-marca-e-sua-propensao-a-colaborar-em-processos-de-inovacao/i/pt-br
Tipo de documento:
Artigo
Idioma:
Português
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