Busca de informaÃÃes e grupos de referÃncia : um estudo em uma comunidade virtual

AUTOR(ES)

Itaquà Ferreira Cunha

DATA DE PUBLICAÇÃO

2007

RESUMO

The understanding of aspects related to the reasons that take the consumers to buy can offer subsidies to the marketing professionals whom they make possible to determine as to satisfy the necessities and desires of its customers. The behaviors of these consumers are affected by groups of people which these are associates and this association can occur face the face or by means of communication mediated for computers. The central focus of this dissertation is exactly this point, the influences of the virtual groups of reference in the process of search of information of the consumers of tourist services. Thus, if it made necessary to know the elements that characterize this type of group of reference and the process of search of information of the members associates. For such a research of qualitative character was developed, focusing the case of the community âEu amo Viajarâ, with the use of the method ânetnografiaâ (KOZINETS, 2002) by means of participant comment, interviews with the members and focal group with specialists in the area of tourist marketing to answer as a virtual community can influence in the process of search of information for tourist services next to its members. With the use of the content analysis, one met that the virtual groups can be used as source of confirmation of the information acquired in other places (internal and external). The main characteristic of the investigated virtual group is to possess two types of members, one with social concerns and another one of consumption, that they search information initially it are of the community, in internal and external sources, that they consider the Internet a rich source in data, but of little trustworthiness. Thus, one concluded that these members search to outside confirm the collected information of the group inside of the community, suffering from this, influences for identification or informational

ASSUNTO(S)

search of information netnografia grupos de referÃncia virtuais virtual groups of reference netnografia administracao comunidades virtuais busca de informaÃÃo virtual community

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