Influência das avaliações no Google sobre o comportamento dos consumidores brasileiros e norte-americanos

Abstract

During the past few years, when developing a product or service, more and more the focus is on creating value through customer satisfaction. And, with the digital technologies advancement, the consumers have more opportunities to express themselves and, one way is through the online reviews. Therefore, the study aimed to analyze the influence of the reviews available on Google over brazilians and north-americans consumer behavior, thus analyzing their content creation perception, trust, anticipation of satisfaction and purchase intention, in the Google reviews. To do so, it was applied a quantitative, descriptive research, using a structured survey type online questionnaire. The results show that both brazilians and north-americans have the habit to read the reviews available on Google. Regarding to Google's online reviews, in Brazil, the averages present that people have a more positive perception of content creation and are more influenced by reading the reviews. In the United States, averages present that people have more anticipation of satisfaction and confidence in the reviews. It is worth mentioning that, only for the confidence in the reviews, the difference found in the constructs averages was significant. [resumo fornecido pelo autor]