Banca de DEFESA: AYSLANE COSTA DA SILVA

Uma banca de DEFESA de DOUTORADO foi cadastrada pelo programa.
STUDENT : AYSLANE COSTA DA SILVA
DATE: 07/11/2024
TIME: 14:00
LOCAL: Híbrido: NEPSA II e pelo link meet.google.com/ubi-hzqy-xja
TITLE:

PERSONALITY FACTORS AND INFORMATION PROCESSING ON INTENTION TO PURCHASE TOURIST PRODUCTS/SERVICES

KEY WORDS:

BIG FIVE PERSONALITY TRAITS; HEURISTIC-SYSTEMATIC MODEL; THEORY OF REASONED ACTION; ONLINE SOCIAL NETWORKS.

 

PAGES: 155
BIG AREA: Ciências Sociais Aplicadas
AREA: Turismo
SUMMARY:

Personalization refers to the process of creating and adapting customer services and experiences to the individual needs, preferences, tastes, or constraints of the customer, particularly in the context of dynamic changes in the customer environment. Technological advancements also shape tourists' expectations regarding information services and the purchase intention process. This research, therefore, presents an exploratory study that proposes a model aimed at investigating how tourists' personality factors (Big Five Personality Traits) moderate their information processing in relation to behavioral intention to purchase tourism products/services on Online Social Networks (OSN). To explore this phenomenon, the study combines the Theory of Reasoned Action (TRA), the Heuristic-Systematic Model (HSM), and the Big Five Personality Traits, considering the information processing by tourists in online social networks through two routes: the heuristic route, which considers the reliability of user- generated content (UGC), and the systematic route, which focuses on the quality of the argument in the UGC. These two routes are hypothesized to influence credibility, subsequently examining the direct relationship between the credibility of information and the Big Five personality traits in shaping tourists' attitudes and behavioral intentions toward purchasing tourism products/services. This research adopts a descriptive-exploratory approach based on the hypothetical-deductive method and employs a quantitative methodology. It operates within the positivist and pragmatic paradigms, as these allow for the application of quantitative methods to meet the explanatory and confirmatory goals of the study while supporting the notion of individuality and contextual dependence of tourist needs in the purchasing process of products/services in OSN. The data analysis techniques employed include exploratory factor analysis and structural equation modeling (SEM) to test the relationships between constructs based on their assigned indicators, utilizing the Statistical Package for the Social Sciences (SPSS) AMOS software to process and analyze the collected data. The main findings reveal that utilitarian components (extroversion, agreeableness) and experiential components (neuroticism) act as personality predictors, with heuristic and systematic routes influencing the credibility of information processing and, through attitude, positively impacting the intention to purchase tourism products/services in OSN, with a variance explained by 53%. The contribution of this research lies in interpreting the role of the consumer within the contemporary market environment of intelligent, data-driven personalized services, where tourists’ perceptions of personalized information performance are dynamically shaped throughout the interaction process and their active participation in the service. Furthermore, the non-intrusive, real-time management of these interactions, combined with the idea that information processing based on the co- occurrence of routes and the management of Big Five dimensions (utilitarian: neuroticism; experiential: extroversion, agreeableness), together lead to a general perception of personalized content performance, thereby serving as an effective tool for managing purchase intention and personalizing information in tourism.

COMMITTEE MEMBERS:
Externo à Instituição - ANDRÉ RIANI COSTA PERINOTTO
Externo à Instituição - JACKSON DE SOUZA
Presidente - 2001718 - LUIZ AUGUSTO MACHADO MENDES FILHO
Externo à Instituição - MARCIO MARREIRO DAS CHAGAS
Interno - 1160199 - SERGIO MARQUES JUNIOR