Intenção de se fazer um Online Review: um estudo bibliométrico de 56 anos de pesquisa

Rafael Alceu dos Santos, Caio Otávio de Souza Messias, Frederico Leocádio Ferreira, Juliana Maria Magalhães Christino

Resumo


Resumo

Objetivo:  Realizar uma revisão bibliométrica sobre “online review*” e “intention*” visando um mapeamento da área, que têm ganhado destaque nos últimos anos.

Teorias: Foram utilizadas teorias que remetem ao comércio online, sua influência e importância, bem como a prática do online review, seus consequentes e importância, para então, realizar a revisão acerca das intenções que levam à prática.

Método: Foi realizado uma revisão bibliométrica de 1945 a 2021 na base Web of Science.

Resultados: Percebe-se um aumento exponencial do volume de publicações nos últimos 05 anos. Foram classificados 11 clusters que se agrupam em três grandes temáticas: gestão, comportamento do consumo e sistemas de informação. A indexação ocorre principalmente na área da administração, marketing, ciências da informação e turismo.

Contribuições teóricas/ metodológicas: Em um cenário de expansão, abrangência e desenvolvimento do e-commerce, têm-se a importância de online reviews enquanto fonte confiável que mitiga o risco desse tipo de compra. Os estudos sobre o tema enfocam em seus consequentes para a organização e tomada de decisão de compra, existindo uma lacuna de se entender os motivos que levam internautas consumidores a essas práticas.

Contribuições gerenciais/ sociais: O impacto das online reviews é inegável para negócios imersos em um ambiente tecnológico e com grande amplitude da internet. Entender o que leva consumidores à prática é importante para que marcas não cometam erros que inviabilizam seu modelo de negócio.

Palavras-chave: Online review. Motivações. E-Wom. Comércio online.

 

Abstract

Purpose: Conduct a bibliometric review on “online review*” and “intention*” aiming at mapping the area, which have gained great prominence in recent years.

Theories: Theories that refer to online commerce, its influence and importance, as well as the practice of online review, its consequences and importance, were used, to then carry out the review about the intentions that lead to the practice.

Method: A bibliometric review was carried out from 1945 to 2021 on the Web of Science database.

Results: There has been an exponential increase in the volume of publications in recent years. Eleven clusters were classified, grouped into three major themes: management, consumption behavior and information systems. Indexing occurs mainly in the areas of administration, marketing, information sciences and tourism.

Theoretical/ Methodological contributions: In a scenario of expansion, scope and development of e-commerce, online reviews are important as a reliable source that mitigates the risk of this type of purchase. Studies on the subject focus on its consequences for the organization and decision-making of purchase, there is a gap to understand the reasons that lead Internet users to these practices.

Social/ Management contributions: The impact of online reviews is undeniable for businesses immersed in a technological environment and with a wide range of internet. Understanding what drives consumers to practice, as well as minimizing the effects of negative ratings in different branches of industry and commerce, is very important so that brands do not make mistakes that make their business model unfeasible.

Keywords: Online review. Motivations. E-Wom. Online commerce.


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