Measuring Value Perception In S-commerces: the development of a scale

Informações

Código: EMA194
Divisão: EMA - Encontro de Marketing da ANPAD
Tema de Interesse: Tema 08 - Gestão do Varejo e de Canais de Marketing

Autores

Helen Tomaz Hexsel (Prog de Pós-Grad em Admin/Área Escola de Gestão e Negócios – PPGAdm/UNISINOS - Universidade do Vale do Rio dos Sinos) hthexsel@yahoo.com.br
Cynthia Mikaela Chemello Faviero Lopes (Prog de Pós-Grad em Admin/Esc de Admin – PPGA/EA/UFRGS - Universidade Federal do Rio Grande do Sul) cynthia.faviero@gmail.com

Resumo

This article aims to develop and validate a scale that measures the perception of value of the actors when their are co-creating in social comerces in the context of sharing economy. Therefore, it was identified in the literature the constructs that could identify the perception of value in the context of this study. After that, validation was performed with area experts, pre-tests and effective tests with more than 500 respondents were done in the exploratory stage. After purification of the proposed scale, a new data was collected with 203 respondents and the confirmatory analysis was performed. The results show that the perception of value comes from the confidence of the platform, the available information, the convenience, the trust in the recommendations/ reviews, the utility value and the hedonic value.

Abrir PDF