Análise das variáveis da experiência do consumidor de produtos hedônicos através das interações e conteúdo gerado por consumidores e entusiastas de vinho: um comparativo entre duas vinícolas chilenas

Abstract

There are several theories of consumer behavior showing that people are impacted by experiential elements at the time consumption of a particular product, service or content. The main articles on the subject point out that these experiences can be classified according to dimensions that have affective, sensory, cognitive nature, activity and identification. If in one hand, the power of "word of mouth" through electronic social networking plays a significant role within the process of the shopping experience of consumers, on the other hand, the literature presents results that show that brands that develop emotional bonds are more likely to having loyal customers. Therefore, to understand how networks and virtual brand communities can provide inputs to the appearance of one or more dimensions of consumption experience was the great motivator for conducting the present study. Analyze how networks and virtual communities can be used in forming the consumer experience of hedonic products, specifically as regards the wine sector is presented as the research object. Thus, data from consumers involved in such experiences, have translated into a set of information for future use as well as applicability of ideas for improving the business marketing in the academic context. Still, these data are intended to assist consumer decisions fanciers groups and seek to provide subsidies to understand how these factors impact the purchase decisions of consumers or fans of hedonic consumption goods. Thus, this thesis presents data from a netnographic analysis conducted on two virtual communities of Chilean wine brands with a significant number of fans. The data collected in this study were analyzed by the researcher and the results of this indicated the occurrence of several experiential dimensions in publications, comments, shares, and interactions of each publication originated in virtual communities dedicated to brands, as well as the interactive potential arising therefrom.