UM ESTUDO SOBRE O ARREPENDIMENTO DE ADOLESCENTES PROPRIETÁRIOS DE APARELHO CELULAR NA CIDADE DE CURITIBA [doi: 10.5329/RECADM.20050402009]

• Main Authors: Pedro José Steiner Neto, Cris Betina Schlemer, Fábio Pimenta de Pádua Junior
• Format: Article
• Language: English
• Published: Instituto Brasileiro de Estudos e Pesquisas Sociais 2005-11-01
• Series: Revista Eletrônica de Ciência Administrativa
• Online Access: http://www.periodicosibepes.org.br/index.php/recadm/article/view/392

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mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi;} --> <!--[endif] --> <p class="MsoBodyText"><span>Resumo</span></p> <p class="MsoBodyText"><span style="font-weight: normal;">As rea&ccedil;&otilde;es afetivas que os consumidores experimentam em um processo de compra t&ecirc;m a maioria dos seus estudos voltada para a satisfa&ccedil;&atilde;o do consumidor. Contudo, emo&ccedil;&otilde;es negativas, como o arrependimento, s&atilde;o de extrema import&acirc;ncia, embora pouco estudadas. Dessa maneira, o presente trabalho tem dois objetivos, al&eacute;m de colaborar para o desenvolvimento da literatura, tamb&eacute;m o de verificar se o esfor&ccedil;o empreendido pelo consumidor no processo de busca de informa&ccedil;&otilde;es influencia o seu grau de arrependimento, ao mesmo tempo que<span>&nbsp; </span>analisa a rela&ccedil;&atilde;o da intensidade do arrependimento com futuras inten&ccedil;&otilde;es de reclama&ccedil;&atilde;o, divulga&ccedil;&atilde;o a terceiros (boca-a-boca negativo) e recompra. Os resultados com a amostra composta de adolescentes sugerem que: a busca de informa&ccedil;&atilde;o n&atilde;o influencia a intensidade do arrependimento; a probabilidade de boca-a-boca negativo e reclama&ccedil;&atilde;o aumentam juntamente com a intensidade do arrependimento; e, as pessoas com alto grau de arrependimento tendem a n&atilde;o efetuar a recompra. Quando a amostra &eacute; estratificada pelo g&ecirc;nero, evidencia-se que a hip&oacute;tese de quanto maior a intensidade do arrependimento, maior<span>&nbsp; </span>a probabilidade de reclama&ccedil;&atilde;o, &eacute; confirmada para o sexo masculino e rejeitadas para o sexo feminino.</span></p> <p class="MsoBodyText"><span style="font-weight: normal;">&nbsp;</span></p> <p class="MsoBodyText"><span style="font-weight: normal;">Palavras-chave: Satisfa&ccedil;&atilde;o do consumidor; rea&ccedil;&otilde;es afetivas; arrependimento.</span></p> <p class="MsoBodyText"><span style="font-weight: normal;">&nbsp;</span></p> <p class="MsoBodyText"><span lang="EN-US">Abstract</span></p> <p class="MsoBodyText"><span style="font-weight: normal;" lang="EN-US">The affective reactions experienced by consumers in a purchase process have most of their studies focused on consumer's satisfaction. However, negative emotions, such as regret, have extreme importance, although there is little research addressing this issue. Other than collaborating for the literature development, the present thesis has two objectives: verify if the effort undertaken by the consumer in the searching information process influences his or her regret degree and analyze the relation between regret intensity and future claim intentions, negative &lsquo;word-of-mouth&rsquo; and repurchases. The results of the sample composed by teenagers suggest that: the search of information doesn't influence the regret intensity; the probability of negative &lsquo;word-of-mouth&rsquo; and claim increase according to regret intensity; people with high regret degree tend to avoid repurchases. When the sample is stratified by gender, the hypothesis of &lsquo;the larger the intensity of regret, the larger the complaint probability&rsquo; is confirmed for men and rejected for women.</span></p> <p class="MsoBodyText"><span style="font-weight: normal;" lang="EN-US">&nbsp;</span></p> <p class="MsoBodyText"><span style="font-weight: normal;" lang="EN-US">Keywords: Customer satisfaction; affective reactions; repentance.</span></p>