Comportamento de Cocriação de Valor do Consumidor: Adequação da Inserção de uma Variável a um Modelo Proposto

Ricardo Saraiva Frio, Vinícius Sittoni Brasil

Resumo


Frente a importância da cocriação de valor para o marketing, o presente artigo objetivou avaliar a adequação da inserção de uma variável a um modelo proposto. O modelo avaliado é considerado o primeiro esforço para medir o comportamento de cocriação de valor do consumidor. Considerou-se a ausência de uma variável que abordasse a interação dos consumidores na internet. Para atingir os objetivos propostos, uma pesquisa survey respondida por 249 estudantes foi realizada. Os dados foram analisados com base em técnicas de modelagens de equações estruturais. Os resultados apontam a existência de confiabilidade, validade convergente e discriminante. A variável testada apresentou adequação ao modelo original. Futuros pesquisadores devem considerar a utilização do novo modelo, ou eventuais ajustes.


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DOI: https://doi.org/10.18256/2237-7956/raimed.v6n2p149-161

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