Banca de DEFESA: CIBELLE BATISTA GONDIM

Uma banca de DEFESA de DOUTORADO foi cadastrada pelo programa.
STUDENT : CIBELLE BATISTA GONDIM
DATE: 02/09/2022
TIME: 13:30
LOCAL: Nepsa II
TITLE:

POST-PANDEMIC MODEL OF ACCOMMODATION BOOKING INTENTIONS VIA SOCIAL NETWORK APPLICATIONS

KEY WORDS:
PAGES: 337
BIG AREA: Ciências Sociais Aplicadas
AREA: Turismo
SUMMARY:

In addition to driving the adoption and use of information and communication technologies around the world, the pandemic caused by Covid-19 has brought new perspectives to the development of mobile social commerce, generating implications for consumer behavior in the field of tourism and hospitality. The main objective of this thesis was to develop a theoretical model that brings together the factors that influence the intention to book accommodation through social network applications, in the context of the resumption of tourism. The model developed had as its initial theoretical basis the Theory of Planned Behavior. Variables from four other theories were added to the constructs of that theory, namely: perceived general risk (Perceived Risk Theory), reputation of the social network platform (Signaling Theory), perceived relative advantage (Diffusion of Innovations Theory) and perceived social support (Social Support Theory). The variables included in the model refer to characteristics of social network applications. In total, 486 valid questionnaires were analyzed, applied online to Brazilian consumers who use social networking applications. The research with a quantitative approach, and characterized as descriptive, correlational and explanatory, adopted the technique of modeling structural equations by partial least squares for the analysis and treatment of data. The software used to analyze the model was SmartPLS 3 (version 3.3.9). Among ten hypotheses established, nine were supported. The model achieved substantial explanatory power, being able to explain 75.8% (R² = 0.758) of reservation intentions in the analyzed context. The favorable attitude of consumers proved to be a significant mediating variable for the explanation of the intention to book, obtaining in the model an explanatory value of 70.1% (R² = 0.701). Other constructs with a significant and positive influence on booking intention through attitude were: perceived relative advantage (formed by perceived pleasure, perceived financial advantage, convenience and personalized advertisements), subjective norms, perceived behavioral control and the reputation of the social networking platform. The overall perceived risk had a significant negative influence on attitude, and consequently, on the intention to book accommodation, with emphasis on privacy and security, psychological and financial risks. Furthermore, the social support perceived in social network applications demonstrated only an indirect influence on the intention to book accommodation, through the total mediation of subjective norms. The study brought theoretical and practical contributions to researchers in the field of tourism and hospitality, to managers of accommodation companies, and to the platforms that manage social network applications.

COMMITTEE MEMBERS:
Externa ao Programa - 1149369 - ANATALIA SARAIVA MARTINS RAMOS - nullPresidente - 2001718 - LUIZ AUGUSTO MACHADO MENDES FILHO
Externo à Instituição - MARCIO MARREIRO DAS CHAGAS - IFRN
Externo à Instituição - Nelsio Rodrigues de Abreu - UFPB
Externo à Instituição - PABLO FLÔRES LIMBERGER - UVI
Interno - 1160199 - SERGIO MARQUES JUNIOR