A Teoria do Uso e Gratificação e o Uso da Mídia Social por Produtores Rurais
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Data
2021-12-07
Autores
Bighetti, Henrique
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Editor
Universidade Estadual Paulista (Unesp)
Resumo
O objetivo da presente dissertação é avaliar o impacto das variáveis busca por informação, interação social e entretenimento nas atitudes e intenções de uso de mídia social por produtores rurais. Para isso, a estratégia metodológica adotada é composta por quatro etapas, sendo que três delas (pesquisa exploratória, estudo bibliométrico e pesquisa qualitativa) foram executadas visando a construção do modelo conceitual proposto neste trabalho. Para a avaliação das possíveis relações entre os construtos propostos, foi realizada uma pesquisa quantitativa, que utilizou um instrumento de coleta de dados estruturado, composto por escalas validadas por outros autores, adaptadas para mensurar o impacto da busca por informação, interação social e entretenimento nas atitudes e intenções de uso de mídia social por produtores rurais. Foram analisados 283 questionários válidos, por meio de modelagem de equação estrutural (mínimo quadrado parcial com o uso do software Smart-PLS 2.0). Os resultados obtidos durante a pesquisa quantitativa demonstraram a relevância das variáveis “busca por informação”, “interação social” e “entretenimento” como antecedentes na formação da atitude positiva dos produtores rurais frente à mídia social. Constatou-se também que a “atitude favorável” frente à mídia social afeta positivamente a intenção de uso da mídia. Os resultados também evidenciaram que as variáveis “busca por informação” e “interação social” são antecedentes da intenção de uso. Por outro lado, verificou-se que o “entretenimento” só influencia a intenção de uso da mídia social, quando mediado pela atitude. O estudo comprovou o impacto da “busca por informação”, “interação social” e do “entretenimento” na formação da atitude positiva frente ao uso de mídia social, bem como na intenção de uso. Por outro lado, a pesquisa também demonstra que o “entretenimento” não influencia diretamente na intenção de uso. Em relação às limitações, a pesquisa foi realizada com uma amostra não probabilística e os resultados não devem ser generalizados para representar uma população.
The aim of this study is to analyze the effect of search information, social interaction and entertainment in shaping the attitude and farmers’ behavior intentions to use social media. The methodological strategy adopted was composed of four stages, three of them (exploratory research, bibliometric study and qualitative research) were performed aiming at the construction of the conceptual model of this study. To attain the goal of this study a quantitative research was performed with sample of 312 respondents. The survey was composed of scales validated by other authors and scales adapted by this study. Data analysis was performed using Structural Equation Modeling with partial least squares and path models (PLS-PM) through SmartPLS 2.0 software. The results obtained during the quantitative research suggest that there are significant relationships between search information, social interaction, entertainment in shaping the attitude towards social media. The study also concluded that the positive attitudes effect the social media intention to use. Finally, results suggest that search information and social interaction are strong predictor for intention to use social media. It is noteworthy that the entertainment just effects the intention to use when mediating by the positive attitudes. The study concluded that search information, social interaction and entertainment are strong predictors in shaping the positive attitude and intentions to use social media. Results obtained also concluded that entertainment doesn’t’ effect directly intentions to use social media. Regarding the limitations, it is noteworthy that the non-probabilistic sample used in this study does not allow the generalization of the result, but its robustness was able to guarantee the statistical quality of the conclusions in the analysis of the relationship between the variables studied.
The aim of this study is to analyze the effect of search information, social interaction and entertainment in shaping the attitude and farmers’ behavior intentions to use social media. The methodological strategy adopted was composed of four stages, three of them (exploratory research, bibliometric study and qualitative research) were performed aiming at the construction of the conceptual model of this study. To attain the goal of this study a quantitative research was performed with sample of 312 respondents. The survey was composed of scales validated by other authors and scales adapted by this study. Data analysis was performed using Structural Equation Modeling with partial least squares and path models (PLS-PM) through SmartPLS 2.0 software. The results obtained during the quantitative research suggest that there are significant relationships between search information, social interaction, entertainment in shaping the attitude towards social media. The study also concluded that the positive attitudes effect the social media intention to use. Finally, results suggest that search information and social interaction are strong predictor for intention to use social media. It is noteworthy that the entertainment just effects the intention to use when mediating by the positive attitudes. The study concluded that search information, social interaction and entertainment are strong predictors in shaping the positive attitude and intentions to use social media. Results obtained also concluded that entertainment doesn’t’ effect directly intentions to use social media. Regarding the limitations, it is noteworthy that the non-probabilistic sample used in this study does not allow the generalization of the result, but its robustness was able to guarantee the statistical quality of the conclusions in the analysis of the relationship between the variables studied.
Descrição
Palavras-chave
Mídia social, Comportamento, Atitude, Intenção, Farmers, Behavior, Attitude