Fatores de personalidade e processamento de informação na intenção de compra de produtos/serviços turísticos

Abstract

Personalization is a process of creating and tailoring services and customer experiences to the individual needs, preferences, tastes, or constraints of the customer within the context of dynamic changes in the customer’s environment. Changes in technology also affect tourists' expectations regarding information services and the purchase intention process. Thus, this research constitutes an exploratory study proposing a model to investigate how tourists' personality factors (Big Five Personality Traits) moderate information processing and behavioral intentions to purchase tourism products/services in Online Social Networks (OSNs). To investigate this reality, the study analyzes the interplay of the Theory of Reasoned Action (TRA), the Heuristic-Systematic Model (HSM), and the Big Five Personality Traits in tourists’ information processing within OSNs through two routes: heuristic and systematic. The heuristic dimension focuses on the reliability of user-generated content (UGC), while the systematic dimension emphasizes the quality of arguments within UGC, both influencing credibility. Consequently, the study examines the direct relationship between information credibility and the Big Five, affecting tourists’ attitudes and behavioral intentions in purchasing tourism products/services. The research adopts a descriptive-exploratory approach based on the hypotheticaldeductive method with a quantitative orientation. It embraces positivist and pragmatic paradigms, as they allow for applying quantitative methods to achieve the study's explanatory and confirmatory objectives, supporting the idea of individuality and the context-dependence of tourist needs, particularly in purchasing products/services via OSNs. Data analysis techniques include exploratory factor analysis and structural equation modeling (SEM) to test relationships among constructs based on their assigned indicators, with data processing and analysis conducted using the Statistical Package for the Social Sciences (SPSS) and AMOS software. The main findings reveal that utilitarian (extraversion, agreeableness) and experiential (neuroticism) components act as personality predictors. The heuristic and systematic routes influence information credibility processing, which, through attitude, positively affects the intention to purchase tourism products/services in OSNs, with a variance explained at 53%. The thesis contributes to understanding the consumer's role in the contemporary market environment of intelligent, data-driven personalized services. Tourists’ perceptions of personalized information performance are dynamically shaped during their interaction with the process and active participation in the service. Real-time non-intrusive management of these interactions and the idea that cooccurrence-based information processing across heuristic and systematic routes, along with managing the Big Five dimensions in utilitarian (neuroticism) and experiential (extraversion, agreeableness) components, collectively form tourists' overall perception of personalized content performance. This serves as an effective instrument for managing intention and information personalization in tourism.