Caronas Colaborativas em Comunidades Virtuais: O Papel da Consciência de Coletivismo e do Descontentamento com os Serviços de Transporte Público

Álison Lima Macêdo; Eline Morais Pinheiro; Jeferson Mendonça Pereira Filho; Marconi Freitas Costa

doi:10.23925/2178-0080.2021v23i2.49919

Authors

Álison Lima Macêdo Universidade Federal de Pernambuco - UFPE https://orcid.org/0000-0003-0433-1096
Eline Morais Pinheiro Universidade Federal de Pernambuco - UFPE https://orcid.org/0000-0002-1030-3326
Jeferson Mendonça Pereira Filho Universidade Federal de Pernambuco - UFPE https://orcid.org/0000-0002-3734-8831
Marconi Freitas Costa Universidade Federal de Pernambuco - UFPE http://orcid.org/0000-0001-9888-8359

DOI:

https://doi.org/10.23925/2178-0080.2021v23i2.49919

Keywords:

Collaborative Ride, Collaborative Consumption, Virtual Communities, Collective Awareness, Discontent with Services

Abstract

This research sought to identify the influence that Collective Awareness (CC) and Discontent with Public Transport Services (DSTP) can generate on the intention to participate in collaborative rides in virtual communities. Thus, the quantitative descriptive and inferential approach was used, with the online survey as a strategy for applying structured questionnaires, reaching of 129 participants, validated according to the research criteria. Therefore, the data were verified through multiple regression analysis, identifying that of the two constructs pointed out in the theoretical model as possible influencers; even considering existing negative factors of the DSTP, only the CC presented a significant result in the intention to participate. This research investigated a phenomenon little studied in collaborative consumption in the social and market context. The information presented helps to understand the behavior of this public and meet their needs by the service sectors.

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Author Biography

Álison Lima Macêdo, Universidade Federal de Pernambuco - UFPE

Mestrando em Gestão, Inovação e Consumo pela Universidade Federal de Pernambuco, formado em Design pela mesma instituição. Possui experiência na área de Design com ênfase em Moda. Atua principalmente em atividades e pesquisas relacionadas à modelagem e à moulage, ao consumo de moda, além das práticas comportamentais do consumidor na contemporaneidade.

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