O papel de motivações utilitárias e hedônicas na cocriação de valor e sua relação com a experiência no AIRBNB

Palavras-chave: Consumo Colaborativo, Motivações, Cocriação de Valor

Resumo

O artigo investiga o papel de motivações utilitárias e hedônicas na cocriação de valor e sua relação com a experiência de consumo em serviços de hospedagem oferecido por plataforma de consumo colaborativo: o AirBnb. Baseado na literatura sobre economia compartilhada e consumo colaborativo, hipóteses foram formuladas e um modelo conceitual proposto. Um survey com 967 respondentes foi conduzido e os dados foram analisados por meio da técnica de modelagem de equações estruturais. Verificou-se que as motivações de cunho utilitário não apresentam relação com cocriação de valor e experiência de consumo, diferentemente das motivações hedônicas que apresentaram associação positiva com ambas variáveis. Ademais, os achados evidenciaram que cocriação de valor, além de anteceder a experiência de consumo, assume papel mediador da relação entre motivações hedônicas e experiência de consumo. Esta pesquisa traz contribuições importantes para a área, uma vez traz evidência empírica do papel que motivações hedônicas exerce em práticas de consumo colaborativo, mais especificamente em serviços de hospedagem compartilhada. Além disso, consubstancia estudos anteriores que reconhecem a cocriação de valor enquanto aspecto importante na oferta de experiência positivas em serviços de hospitalidade e turismo.

Biografia do Autor

Gabrielle Maria de Oliveira Chagas, Universidade Federal de Campina Grande (UFCG), Campina Grande, PB.

Doutoranda em Administração com ênfase em Finanças pela Universidade Federal Pernambuco (UFPE). Mestre e Graduada em Administração pela Universidade Federal de Campina Grande (UFCG). Trabalhou como Analista de Finanças da Área Técnica na Fundação Parque Tecnológico da Paraíba.

Edvan Cruz Aguiar, Universidade Federal de Campina Grande (UFCG), Campina Grande, PB.

Professor Adjunto da Unidade Acadêmica de Administração e Contabilidade da Universidade Federal de Campina Grande (UAAC/UFCG). Bacharel em Administração de Empresas pela Universidade Estadual da Paraíba UEPB. Mestre e Doutor em Administração pela Universidade Federal de Pernambuco PROPAD/UFPE, tendo realizado estágio doutoral na Georgia State University (J. Mack Robinson College of Business). Membro Permanente do Programa de Pós-Graduação em Administração da Universidade Federal de Campina Grande - PPGA/UFC e Líder do Laboratório de Análises e Estudos do Comportamento do Consumidor (L@EC).

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Publicado
01-09-2020