Valores humanos como preditores de atitudes colaborativas e intenção de uso da plataforma de hospedagem do Airbnb
DOI:
https://doi.org/10.18046/j.estger.2021.160.3991Palavras-chave:
consumo colaborativo, valores humanos, AirbnbResumo
O presente estudo objetiva identificar o poder de predição dos valores humanos nas atitudes e na intenção comportamental em relação ao uso do consumo colaborativo. Para tanto, adotou-se uma abordagem quantitativa com a aplicação de um survey com 208 consumidores da plataforma de acomodações Airbnb, os quais responderam questões sobre valores básicos fundamentados na teoria Funcionalista de valores humanos e atitudes e intenção comportamental. Os resultados apontam uma correlação significativa entre a subfunção de Experimentação e Atitudes relativas ao uso dos serviços, indicando que os valores que compõem essa subfunção teriam influência quanto às atitudes dos consumidores em relação ao serviço da plataforma. Dessa forma, tais resultados dão suporte à utilização dos valores humanos como facilitadores na promoção de comportamentos colaborativos.
Downloads
Referências
Ajzen, H., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. New Jersey: Prentice-Hall.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
Ajzen, I., & Fishbein, M. (1977). Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological Bulletin, 84(5), 888-918. https://doi.org/10.1037/0033-2909.84.5.888
Ajzen, I. (2001). Nature and operation of attitudes. Annual Review of Psychology, 52(1), 27-58. https://doi.org/10.1146/annurev.psych.52.1.27
Allen, C. T., Machleit, K. A. & Kleine, S. S. (1992). A comparison of attitudes and emotions as predictors of behavior at diverse levels of behavioral experience. Journal of consumer research, 18(4), 493- 504. https://doi.org/10.1086/209276
Allen, M. W., Ng, S. H. & Wilson, M. (2002). A functional approach to instrumental and terminal values and the value-attitude-beha-viour system of consumer choice. European Journal of Marketing, 36, 111-135. https://doi.org/10.1108/03090560210412728
Arruda, H. R., Bandeira, E. L., Da Silva, Á. L. L. & Rebouças, S. M. D. P. (2016). Consumo Colaborativo e Valores Pessoais: O Caso da Bicicleta Compartilhada. Revista Brasileira de Marketing, 15(5), 683-698. https://doi.org/10.5585/remark.v15i5.3370
Athayde, R. A. A. (2012). Medidas implícitas de valores humanos: elaboração e evidências de validade. Dissertação de Mestrado em Psicologia Social. Universidade Federal da Paraíba. Brasil.
Bagozzi, R., Gurhan-Canli, Z. & Priester, J. (2002). The social psychology of consumer behaviour. London: McGraw-Hill Education.
Bardhi, F. & Eckhardt, G. M. (2012). Access-based consumption: the case of car sharing. Journal of Consumer Research, 39(4), 881-898. https://doi.org/10.1086/666376
Barnes, S. J. & Mattsson, J. (2016). Understanding current and future issues in collaborative consumption: A four-stage Delphi study. Technological Forecasting and Social Change, 104, 200-211. https://doi.org/10.1016/j.techfore.2016.01.006
Belk, R. (2007). Why not share rather than own? The Annals of the American Academy of Political and Social Science, 611(1), 126-140. https://doi.org/10.1177/0002716206298483
Belk, R. (2014). You are what you can access: Sharing and collaborative consumption online. Journal of Business Research, 67(8), 1595- 1600. https://doi.org/10.1016/j.jbusres.2013.10.001
Blackwell, R., Miniard, P. & Engel, J. (2001). Consumer behavior. Worth, Texas: Dryden Press, Harcourt College Publishers.
Böcker, L., & Meelen, T. (2017). Sharing for people, planet or profit? Analysing motivations for intended sharing economy participation. Environmental Innovation and Societal Transitions, 23, 28-39. https://doi.org/10.1016/j.eist.2016.09.004
Botsman, R. & Rogers, R. (2010). What’s mine is yours: The rise of collaborative consumption. New York: HarperCollins.
Cacioppo, J. T., Gardner, W. L. & Berntson, G. G. (1999). The affect system has parallel and integrative processing components: Form follows function. Journal of personality and Social Psychology, 76(5), 839-855. https://doi.org/10.1037/0022-3514.76.5.839
Chen, K. K., Lune, H. & Queen, E. L. (2013). How values shape and are shaped by nonprofit and voluntary organizations: The current state of the field. Nonprofit and voluntary sector quarterly, 42(5), 856-885. https://doi.org/10.1177/0899764013480273
Cohen, B. & Kietzmann, J. (2014). Ride on! Mobility business models for the sharing economy. Organization e Environment, 27(3), 279- 296. https://doi.org/10.1177/1086026614546199
Dose, J. J. (1997). Work values: an integrative framework and illustrative application to organizational socialization. Journal of Occupational and Organizational Psychology, 70, 219-240. https://doi.org/10.1111/j.2044-8325.1997.tb00645.x
Farias, M. L., Silva, A. L & Barbosa, M. L. A. (2019). Motivos del no uso de los servicios de hospedaje compartido ofrecidos por las plataformas peer to peer. Estudios y Perspectivas en Turismo. 28, 1104 - 1121.
Fishbein, M., & Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research. Philosophy and Rhetoric, 10(2), 130-132.
Gouveia, V. V. (1998). La naturaleza de los valores descriptres del individualismo y del colectivismo: una comparación intra e intercultural. Tese de Doutorado. Departamento de Psicologia Social, Universidade Complutense de Madrid, España.
Gouveia, V. V. (2003). A natureza motivacional dos valores humanos: evidências acerca de uma nova tipologia. Estudos de Psicologia, 8(3), 431-443. https://doi.org/10.1590/S1413-294X2003000300010
Gouveia, V. V. (2013). Teoria funcionalista dos valores humanos: fundamentos, aplicações e perspectivas. São Paulo: Casa do Psicólogo.
Gouveia, V. V., Andrade, J. M. D., Milfont, T. L., Queiroga, F. & Santos, W. S. D. (2003). Dimensões normativas do individualismo e coletivismo: é suficiente a dicotomia pessoal vs. social? Psicologia: reflexão e crítica, 16(2), 223-234. https://doi.org/10.1590/S0102-79722003000200002
Gouveia, V. V., Milfont, T. L., Fischer, R. D. & Santos, W. S. (2008). Teoria funcionalista dos valores humanos. In Teixeira, M. L. M. (Coord.), Valores humanos e gestão: Novas perspectivas (pp. 47-80). São Paulo: Editora Senac.
Gouveia, V. V., Fonsêca, P. N., Milfont, T. L. & Fishcer, R. (2011). Valores humanos: contrinuições e perspectivas teóricas. In: Torres, C. V. e Neiva, E. R. (Eds.), A psicologia social: principais temas e vertentes (pp. 296-313). Porto Alegre, RS: ArtMed.
Gouveia, V. V., Milfont, T. L. & Guerra, V. M. (2014). Functional theory of human values: testing its content and structure hypotheses. Personality and Individual Differences, 60 (1), 41-47. https://doi.org/10.1590/S1678-69712009000300004
Gouveia, V. V., Milfont, T. L., Vione, K. C. & Santos, W. S. (2015). Guiding actions and expressing needs: on the psychological functions of values. Psykhe, 24(2), 1-14. https://doi.org/10.7764/psykhe.24.2.884
Gunter, B. & Furnham, A. (2015). Consumer Profiles (RLE Consumer Behaviour): An Introduction to Psychographics. London: Routledge.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E. & Tatham, R. L. (2009). Análise multivariada de dados. Porto Alegre: Bookman.
Hamari, J., Sjöklint, M. & Ukkonen, A. (2016). The sharing economy: Why people participate in collaborative consumption. Journal of the association for information science and technology, 67(9), 2047- 2059. https://doi.org/10.1002/asi.23552
Hofstede, G. (1984). Culture’s consequences: international differences in word-related values. Newbury Park, CA: Sage Publications.
Inglehart, R. (1977). The silent revolution: changing values and political styles among western publics. Princeton, NJ: Princeton University Press.
Kathan, W., Matzler, K. & Veider, V. (2016). The sharing economy: Your business model's friend or foe? Business Horizons, 59(6), 663-672. https://doi.org/10.1016/j.bushor.2016.06.006
Katz, D. (1963). Determinants of attitude arousal and attitude change. Public Opinion Quarterly, 24, 176-192.
Kluckhohn, C. (1951). Los valores y las orientaciones de valor en la teoría de la acción. In: Parsons, T. e Shils, E.A. (Orgs.). Hacia una teoría general de la acción (pp. 435-485). Buenos Aires: Editorial Kapelusz.
Kotler, P. (1998). Administração de marketing: análise, planejamento, implementação e controle (5. ed.). São Paulo: Atlas.
De Lima, T. J. S. D. (2012). Modelos de valores de Schwartz e Gouveia: comparando conteúdo, estrutura e poder preditivo. Dissertação de Mestrado. Universidade Federal da Paraíba. Departamento de Psicologia. Brasil.
Lima, V. M. L. M. & D'Amorim, M. A. (1986). A relação atitude-comportamento à luz da Teoria da Ação Racional. Arquivos Brasileiros de Psicologia, 38(1), 133-142.
Maio, G. R. & Olson, J. M. (2000). Why we evaluate: functions of attitudes. Mahwah, NJ: Lawrence Erlbaum.
Maoa, Z., Jonesa, M. F., Lib, M., Weic, W. & Lyud, J. (2019). Sleeping in a stranger's home: A trust formation model for Airbnb. Journal of Hospitality and Tourism Management, 42, 67-76. https://doi.org/10.1016/j.jhtm.2019.11.012
Martin, C. & Upham, P. (2015). Grassroots social innovation and the mobilisation of values in collaborative consumption: a conceptual model. Journal of Cleaner Production, 134, 204-213. https://doi.org/10.1016/j.jclepro.2015.04.062
Maslow, A. (1954). Motivation and personality. New York: Harper and Row.
Möhlmann, M. (2015). Collaborative consumption: determinants of satisfaction and the likelihood of using a sharing economy option again. Journal of Consumer Behaviour, 14(3), 193-207. https://doi.org/10.1002/cb.1512
Mueller, D. J. & Wornohoff, S. A. (1990). Distinguishing personal and social values. Educational and Psychological Measurement, 50, 691- 699. https://doi.org/10.1590/S1678-69712009000300005
Nadeema, W., Juntunena, M., Shirazib, F. & Hajlic, N. (2019). Consumers’ value co-creation in sharing economy: The role of social support, consumers’ ethical perceptions and relationship quality. Technological Forecasting e Social Change, 151, 119786. https://doi.org/10.1016/j.techfore.2019.119786
Nogueira-Pellizzoni, L. & Baldanza, R. F. (2019). Co-creation in conventional and collaborative businesses. Estudios Gerenciales, 35(151), 95-108. https://doi.org/10.18046/j.estger.2019.151.3055
Percy, L. & Rossiter, J. R. (1992). Advertising stimulus effects: A review. Journal of Current Issues e Research in Advertising, 14(1), 75-90. https://doi.org/10.1080/10641734.1992.10504982
Piscicelli, L., Cooper, T. & Fisher, T. (2015). The role of values in collaborative consumption: insights from a product-service system for lending and borrowing in the UK. Journal of Cleaner Production, 97, 21-29. https://doi.org/10.1016/j.jclepro.2014.07.032
Rokeach, M. (1973). The nature of human values. New York: The Free press.
Rokeach, M. (1968). Beliefs, attitudes and values; a theory of organization and change. San Francisco: Jossey-Bass.
Ros, M. (2006). Valores, atitudes e comportamento: uma nova visita a um tema clássico. In: Ros, M. and Gouveia, V.V. (Eds.), Psicologia social dos valores humanos: desenvolvimentos teóricos, metodológicos e aplicados (pp. 87-114). São Paulo: Senac.
Ross, D. & Hahn, R. (2017). Does shared consumption affect consumers' values, attitudes, and norms? a panel study. Journal of Business Research, 77, 113-123. https://doi.org/10.1016/j.jbusres.2017.04.011
Schultz, P. W. & Zelezny, L. (1999). Values as predictors of environmental attitudes: evidence for consistency across 14 countries. Journal of Environmental Psychology, 19, 255-265. https://doi.org/10.1006/jevp.1999.0129
Schwartz, S. H. (1992). Universals in the content and structure of values: Theoretical advances and empirical tests in 20 countries. Advances in experimental social psychology, 25(1), 1-65. https://doi.org/10.1016/S0065-2601(08)60281-6
Schwartz, S. H. (1994). Are there universal aspects in the structure and contents of human values? Journal of social issues, 50(4), 19- 45. https://doi.org/10.1111/j.1540-4560.1994.tb01196.x
Schwartz, S. H. (2006). Há aspectos universais na estrutura e no conteúdo dos valores humanos? In Psicologia social dos valores humanos: Desenvolvimentos teóricos, metodológicos e aplicados (pp. 55-85). São Paulo: Senac .
Schwartz, S. H & Bilsky, W. (1987). Toward a universal psychological structure of human values. Journal of Personality and Social Psychology, 53, 550-562. https://doi.org/10.1037/0022-3514.53.3.550
Sharma, R., & Jha, M. (2017). Values influencing sustainable consumption behaviour: Exploring the contextual relationship. Journal of Business Research, 76, 77-88. https://doi.org/10.1016/j.jbusres.2017.03.010
Stern, P. C., Dietz, T., Abel, T., Guagnano, G. A. y Kalof, L. (1999). A value-belief-norm theory of support for social movements: The case of environmentalism. Human ecology review, 6(2), 81-97.
Stern, P. C. (2000). New environmental theories: toward a coherent theory of environmentally significant behavior. Journal of Social Issues, 56(3), 407-424. https://doi.org/10.1111/0022-4537.00175
Thøgersen, J. (2006). Understanding repetitive travel mode choices in a stable context: A panel study approach. Transportation Research Part A: Policy and Practice, 40(8), 621-638. https://doi.org/10.1016/j.tra.2005.11.004
Tussyadiah, I. P. (2015). An exploratory study on drivers and deterrents of collaborative consumption in travel. In Information and communication technologies in tourism (pp. 817-830). Cham: Springer.
Vione, K. C. (2012). As prioridades valorativas mudam com a idade? Testando as hipóteses de rigidez e plasticidade. Dissertação de Mestrado. Departamento de Psicologia, Universidade Federal da Paraíba, João Pessoa, Brasil.
Wang, Y., Asaad, Y. & Filieri, R. (2020). What makes hosts trust Airbnb? Antecedents of hosts’ trust toward Airbnb and its impact on continuance intention. Journal of Travel Research, 59(4), 686-703. https://doi.org/10.1177/0047287519855135
Wells, W. D. (1975). Psychographics: A critical review. Journal of marketing research, 12(2), 196-213. https://doi.org/10.2307/3150443
Xiao, G. & Kim, J. O. (2009). The investigation of Chinese conusmer values, consumption values, life satisfaction, and consumption behaviors. Psychology and Marketing, 26(7), 610-624. https://doi.org/10.1002/mar.20291
Publicado
Edição
Seção
Licença
Os autores dos artigos serão responsáveis dos mesmos e, assim, não comprometam os princípios ou políticas da Universidade Icesi nem do Conselho Editorial da revista Estudios Gerenciales. Os autores autorizam e aceitam a transferência de todos os direitos para a revista Estudios Gerenciales para a publicão impressa ou eletrônica. Após a publicação do artigo, pode ser reproduzido sem a permissão do autor ou da revista, se mencionar o(s) autor(es), o ano, o título, o volume e o número e o intervalo de páginas da publicação, e Estudios Gerenciales como fonte (se abster de utilizar Revista Estudios Gerenciales).
Como Citar
