Cocriação de Valor no Comércio Social
Efeito da Tripla Mediação em Comunidades Online de Viagens
DOI:
https://doi.org/10.29149/mtr.v8i3.7895Keywords:
social commerce, tourist destination, social support,, quality relationship, value co-creationAbstract
From the social commerce theory, this study aims to understand how consumers participate in the value co-creation process of tourist destinations by sharing information in online travel communities. This phenomenon is observed from a parallel mediation model by three mechanisms that act together: social support, quality relationship and value co-creation intention in social online commerce. Data was a self-administered collected and targeted online questionnaire to users of travel-related online communities. Based on Smart PLS-SEM 3.0, JAMOVI and SPSS/PROCESS softwares, it is possible to infer the results obtained in this research demonstrated that the theoretical model tested has good levels of fit and high explanatory power, confirming the proposed mediation. This implies saying that social interactions, such as likes, advice and recommendations, generated by the consumer and driven by technology, through social commerce, can generate value to tourist destinations, and this occurs in a stronger way through three explanatory variables. This research contributes theoretically to the tourism literature by presenting a theoretical model of the antecedents of value creation of tourist destinations in an emerging market. Considering management aspects, It also seeks to provide insights for destination managers to track, monitor, and analyze the antecedents of value co-creation in order to seek to maximize this process, particularly in the post-pandemic scenario the world has been facing caused by Covid-19 pandemic (SARS-CoV-2). Concluding, value co-creation can serve as a destination management strategy by guiding managers in tourism industry on how to position themselves to support users and provide quality information, also seeking collaboration with consumers on social media and adding value to experience in order to increase the perceived value of the destination in general.
References
Bazi, S., Hajli, A., Hajli, N., Shanmugam, M., & Lin, X. (2019). Winning engaged consumers: The rules of brand engagement and intention of co-creation in social commerce. Information Technology & People, 33(2), 456–476.
Bernardes, R., Borini, F., & Figueiredo, P. N. (2020). Inovação em Organizações de Economias Emergentes. Cadernos EBAPE. BR, 17, 886-894.
Carneiro, J., & Allis, T. (2021). Como se move o turismo durante a pandemia da COVID-19?. Revista Brasileira de Pesquisa em Turismo, 15.
Chen, C. C. V., & Chen, C. J. (2017). The role of customer participation for enhancing repurchase intention. Management decision.
Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern methods for business research, 295(2), 295-336.
Choi, E., Ko, E., & Kim, A. J. (2016). Explaining and predicting purchase intentions following luxury-fashion brand value co-creation encounters. Journal of Business Research, 69(12), 5827–5832.
Chuang, S. H. (2018). Facilitating the chain of market orientation to value co-creation: The mediating role of e-marketing adoption. Journal of destination marketing & management, 7, 39-49.
Claveria, O. (2016). Positioning emerging tourism markets using tourism and economic indicators. Journal of Hospitality and Tourism Management, 29, 143-153.
Cohen, S., & Wills, T. A. (1985). Stress, social support, and the buffering hypothesis. Psychological bulletin, 98(2), 310.
De Lima, M. M., Mainardes, E. W., & Rodrigues, R. G. (2020). Tourist expectations and perception of service providers: a Brazilian perspective. Service Business, 14(1), 131-166.
Dunn, T. J., Baguley, T., & Brunsden, V. (2014). From alpha to omega: A practical solution to the pervasive problem of internal consistency estimation. British journal of psychology, 105(3), 399-412.
Fan, D. X., Hsu, C. H., & Lin, B. (2020). Tourists’ experiential value co-creation through online social contacts: Customer-dominant logic perspective. Journal of Business Research, 108, 163-173.
Fecomércio SP. (2022). Turismo: em dois anos de pandemia, setor de viagens corporativas perde cerca de R$ 100 bilhões, equivalente a um ano inteiro de faturamento. Disponível em: https://www.fecomercio.com.br/noticia/turismo-em-dois-anos-de-pandemia-setor-de-viagens-corporativas-perde-cerca-de-r-100-bilhoes-equivalente-a-um-ano-inteiro-de-faturamento. Acesso em 03 de maio de 2022.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2009). Análise multivariada de dados. Bookman editora.
Hair, J., Hult, G., Ringle, C., & Sarstedt, M. (2017). A primer on partial least squares structural equations modeling (PLS-SEM) (2nd ed.). Los Angeles: Sage.
Hajli, M. N. (2014). A study of the impact of social media on consumers. International journal of market research, 56(3), 387-404.
Hayes, A. F. (2018). Introduction to mediation, moderation, and conditional process analysis, Second Edition, A regression-based approach, New-York.
Hayes, A.F. (2020). Process macro version 3.4.1. Retrieved from http://www.processmacro.org/
Hulland, J., Baumgartner, H., & Smith, K. M. (2018). Marketing survey research best practices: evidence and recommendations from a review of JAMS articles. Journal of the Academy of Marketing Science, 46(1), 92–108.
IBM Corp, N. (2013). IBM SPSS statistics for windows. (Version 22.0).
The jamovi project (2022). jamovi (Version 2.2.5) [Computer Software]. Retrieved from https://www.jamovi.org.
Liang, T. P., Ho, Y. T., Li, Y. W., & Turban, E. (2011). What drives social commerce: The role of social support and relationship quality. International journal of electronic commerce, 16(2), 69-90.
Liu, Y., Su, X., Du, X., & Cui, F. (2020). Como o suporte social motiva a confiança e as intenções de compra no comércio social móvel. Revista Brasileira de Gestão de Negócios, 21, 839-860.
Maia, C. R., Lunardi, G. L., Budiño, G., & de Lima Pereira, M. (2022). A confiança dos consumidores do turismo online no comércio social: um estudo realizado no Brasil e no Uruguai. Revista Brasileira de Pesquisa em Turismo, 16, 2350-2350.
Nadeem, W., Tan, T. M., Tajvidi, M., & Hajli, N. (2021). How do experiences enhance brand relationship performance and value co-creation in social commerce? The role of consumer engagement and self brand-connection. Technological Forecasting and Social Change, 171, 120952.
Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric Theory. Tata McGraw-Hill education.
Paes, T. A. A., Ladeira, R., & Larocca, M. T. G. (2020). Destinos turísticos e a sua relação com o processo de cocriação de valor e o marketing de experiência: uma revisão bibliográfica. Caderno Virtual de Turismo, 20(1).
Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of interactive marketing, 18(3), 5-14.
Ribeiro, T. D. L. S. A., Costa, B. K., & Freire, O. B. D. L. (2021). Cocriação de Valor no Turismo–Validação e Replicação de Escala em Relação à Intenção de Recomendação Boca-aBoca. Revista Brasileira de Pesquisa em Turismo, 15.
Ringle, C. M., Da Silva, D., & Bido, D. D. S. (2014). Structural Equation Modeling with the Smartpls. Revista Brasileira de Marketing, 13(02), 56–73.
Ringle, C. M., Wende, S., & Becker, J.-M. (2015). SmartPLS 3 (3.3.3). SmartPLS GmbH. http://www.smartpls.com
Roy, S. K., Balaji, M. S., Soutar, G., & Jiang, Y. (2020). The antecedents and consequences of value co-creation behaviors in a hotel setting: A two-country study. Cornell Hospitality Quarterly, 61(3), 353-368.
Schmitz, C. (2020). LimeSurvey: an open source survey tool. LimeSurvey Project Hamburg, Germany (2015). URL Http://Www. Limesurvey. Org.
Shah, S. H. H., Noor, S., Ahmad, A. B., Butt, A. S., & Lei, S. (2021). Retrospective view and thematic analysis of value co-creation through bibliometric analysis. Total Quality Management & Business Excellence, 1-25.
Shen, H., Wu, L., Yi, S., & Xue, L. (2020). The effect of online interaction and trust on consumers’ value co-creation behavior in the online travel community. Journal of Travel & Tourism Marketing, 37(4), 418-428.
Sparks, B. A., So, K. K. F., & Bradley, G. L. (2016). Responding to negative online reviews: The effects of hotel responses on customer inferences of trust and concern. Tourism Management, 53, 74-85.
Tajvidi, M., Richard, M. O., Wang, Y., & Hajli, N. (2020). Brand co-creation through social commerce information sharing: The role of social media. Journal of Business Research, 121, 476-486.
Tajvidi, M., Wang, Y., Hajli, N., & Love, P. E. (2021). Brand value Co-creation in social commerce: The role of interactivity, social support, and relationship quality. Computers in Human Behavior, v. 115, 105238.
Trizano-Hermosilla, I., & Alvarado, J. M. (2016). Best alternatives to Cronbach's alpha reliability in realistic conditions: congeneric and asymmetrical measurements. Frontiers in Psychology, 7, 769.
World Tourism Organization UNWTO (2019). UNWTO International Tourism Highlights 2019 Edition.
World Tourism Organization UNWTO. (2021). World Tourism Barometer and Statistical Annex, January 2021. World Tourism Barometer (English version) Vol 19, No 1.
Wu, H. C., & Cheng, C. C. (2020). Relationships between experiential risk, experiential benefits, experiential evaluation, experiential co-creation, experiential relationship quality, and future experiential intentions to travel with pets. Journal of Vacation Marketing, 26(1), 108-129.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Mariana Marques de Lima, Mariana Ramos de Melo, Ana Paula Gusmão Fantino, Marcelo Moll Brandão
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal, without cost for the journal, right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of authorship and its initial publication in this journal.
- Authors take full responsibility for their opinions expressed in the works published in this journal.
