As relações do electronic word of mouth (eWOM) nas emoções de consumo e no processo decisório da escolha de uma universidade

Abstract

This dissertation investigated the relationship between electronic word of mouth (eWOM) and consumer emotions and the stages of the purchasing decision process when choosing a university. The model of the purchasing decision process proposed by Blackwell, Miniard and Engel (2005) was used, and the Consumption Emotions Set (CES) scale by Richins (1997) was used to analyze emotions. To achieve the proposed objectives, a data collection instrument was developed using semi-structured individual interview techniques and the projective technique. The projective technique was used to explore the relationships between eWOM and the emotions described in the CES scale by Richins (1997) and also the relationships between the stages of the purchasing decision process and emotions. The individual interview was used to investigate the relationship between eWOM and the stages of the purchase decision process (information search, evaluation of pre-purchase alternatives, purchase and consumption) regarding the individual's choice to purchase university services. Therefore, the results obtained in this research showed that eWOM is associated with the participants' perceptions regarding the consumer emotions identified in the CES scale by Richins (1997), with relationships being observed in six factors considered positive: love, other items, excitement, optimism, joy and surprise and seven factors considered negative: anger, discontent, worry, sadness, shame, envy and loneliness, in which when the perceptions were positive they generated more security, trust and satisfaction and when the perceptions were negative they generated insecurities and fears. Regarding the association of the emotional variables in the purchase decision process, the relationship was observed in six factors considered positive: tranquility, contentment, excitement, optimism, surprise and joy; and five considered negative: worry, fear, shame, discontent and loneliness. In the individual interviews, the relationship between eWOM and the decision-making process of choosing a university was observed, being linked to other factors such as financial and teaching, which will make up the participants' decision, emphasizing the reliability of the source and popular social media being preferable. Thus, it can be said that eWOM is related to the consumer emotions identified in the CES scale by Richins (1997) and also consumer emotions, associated with the stages of the purchasing process: information search, evaluation of pre-purchase alternatives, purchase and consumption, with regard to choosing a university, in addition to also being related to the four stages of the decision-making process regarding choosing a university, with positive relationships generating trust and security in the research participants and negative relationships generating distrust and insecurity. Among the theoretical contributions, the study provides new evidence for the cognitive theory of emotions on how eWOM relates to individuals' emotions and affects their evaluations regarding the choice of a HEI. The study also provides practical contributions to HEI marketing managers through the contributions of participants. Among the limitations of the study, the research was carried out in the context of the COVID-19 pandemic, which is significant, however, since it allowed the analysis in an environment that is adverse to face-to-face teaching, enabling differentiated results for HEIs while reinforcing and corroborating studies already carried out on the same research object.