Antecedentes da recomendação boca a boca de consumidores de produtos eletrônicos

Abstract

This study analyzed the antecedents of word-of-mouth recommendation among consumers of electronic products, considering the influence of perceived quality, perceived value, and customer satisfaction. This is a quantitative, descriptive, and applied study conducted through an online survey with 111 consumers from the municipality of Ouro Branco, Minas Gerais, and the Alto Paraopeba region. Data were analyzed using Exploratory and Confirmatory Factor Analyses and Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that perceived quality and perceived value positively influence customer satisfaction, which, in turn, emerges as the main antecedent of word-of-mouth recommendation. The tested model showed high explanatory power, confirming three of the initially proposed hypotheses. It is concluded that strategies aimed at increasing consumers’ perceptions of quality and value are essential to enhance satisfaction and stimulate spontaneous recommendations in the electronics retail sector. Keywords: Consumer behavior; Word-of-mouth recommendation; Perceived quality; Perceived value; Customer satisfaction.