O Hedonismo de Alunos Universitários e suas Consequências
DOI:
https://doi.org/10.21664/2238-8869.2020v9i2.p420-448Palabras clave:
HEDONISMO, CONFIANÇA, APEGO EMOCIONAL, LEALDADE, ALUNOS UNIVERSITÃRIOSResumen
Embora o hedonismo seja um assunto corriqueiramente debatido em estudos de comportamento do consumidor, pouco ainda se sabe se ele pode ser evidenciado no contexto universitário. Mais do que isto, ainda há lacunas para entender as consequências do mesmo para alunos em ambiente acadêmico. Para tanto, pretende-se verificar a decorrência do hedonismo de alunos universitários, analisando a relação entre hedonismo, confiança, apego emocional, lealdade e propaganda boca a boca. Por meio de uma survey descritiva e quantitativa com a participação de 513 alunos de duas universidades locais do sul do país, percebeu-se haver hedonismo no contexto universitário e como decorrência, alunos que sentem hedonismo, tendem a sentir confiança, apego emocional e tendem e ser leais a sua universidade. Por outro lado, o hedonismo é inversamente proporcional à propaganda boca a boca; ou seja, quem sente mais hedonismo menos divulgam sua universidade. Os resultados sugerem que gestores universitários também devem se preocupar com a percepção hedônica de seus alunos.
Citas
Abdu, G. Analysis of consumer behavior affecting consumer willingness to buy in 7-eleven convenience store. Universal Journal of Management, 1(2):69-75.
Alves H, Raposo M 2010. The influence of university image on student behaviour. International Journal of Educational Management, 24(1):73-85.
Arnett DB, German SD, Hunt SD 2003. The identity salience model of relationship marketing success: The case of nonprofit marketing. Journal of marketing, 67(2):89-105.
Asadi N, Abrifam A, Mohamadzadeh M 2014. Consumer Behavior in the New Methods of E-business,". Journal of Novel Applied Sciences, 3(8):879-882.
Babin BJ, Lee Y, Kim E, Griffin M 2005. Modeling consumer satisfaction and word-of-mouth: restaurant patronage in Korea. Journal of Services Marketing, 19(3):133-139.
Berger J 2014. Word of mouth and interpersonal communication: A review and directions for future research. Journal of Consumer Psychology, 24(4):586-607.
Bernardo M, Marimon F, Almeida MMA 2012. Functional quality and hedonic quality: A study of the dimensions of e-service quality in online travel agencies. Information & Management, 49(7-8):342-347.
Borges GR, Mello SPT 2015. The Influence of Students Attachment in the Recommendation of a Federal Public University In Brazil. Responsibility and Sustainability, Socioeconomic, Political and Legal Issues, 3(3):47-58.
Bowlby J 1980. Attachment and Loss. V. III, Basic Books, New York 326 pp.
Bravin FHDA, Ikeda AA 2010. Uma Discussão sobre o composto de Marketing no Contexto Educacional. Pensamento & Realidade. Revista do Programa de Estudos Pós-Graduados em Administração-FEA, 25(1).
Buttle F, Burton J 2002. Does service failure influence customer loyalty?. Journal of Consumer Behaviour, 1(3):217-227.
Buttle FA 1998. Word of mouth: understanding and managing referral marketing. Journal of Strategic Marketing, 6(3):241-254.
Calver SJ, Page SJ 2013. Enlightened hedonism: Exploring the relationship of service value, visitor knowledge and interest, to visitor enjoyment at heritage attractions. Tourism Management, 39:23-36.
Chanavat, N., Martinent, G., & Ferrand, A. (2010). Brand images causal relationships in a multiple sport event sponsorship context: Developing brand value through association with sponsees. European Sport Management Quarterly, 10(1), 49-74.
Chaudhuri A, Holbrook MB 2001. The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65(2):81-93.
Choi B, Choi B 2014. The effects of perceived service recovery justice on customer affection, loyalty, and word-of-mouth. European Journal of Marketing, 48(1-2):108-131.
Cook J, Wall T 1980. New work attitude measures of trust, organizational commitment and personal need non‐fulfilment. Journal of Occupational Psychology, 53(1):39-52.
de Macedo Bergamo, F. V., Giuliani, A. C., & Galli, L. C. D. L. A. (2011). Modelo de lealdade e retenção de alunos para instituições do ensino superior: um estudo teórico com base no marketing de relacionamento. BBR-Brazilian Business Review, 8(2), 43-66.
De Matos CA, Rossi CAV 2008. Word-of-mouth communications in marketing: a meta-analytic review of the antecedents and moderators. Journal of the Academy of Marketing Science, 36(4):578-596.
De Mello SPT, Da Rosa Borges G 2014. Mensuração do Apego à Marca de Alunos de um Curso Superior de uma Universidade Pública Federal no Brasil. International Journal of Marketing, Communication and New Media, 2(2).
Derbaix C, Abeele PV 1985. Consumer inferences and consumer preferences. The status of cognition and consciousness in consumer behavior theory. International Journal of Research in Marketing, 2(3):157-174.
Dick AS, Basu K 1994. Customer loyalty: toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2):99-113.
Durkin M, Mckenna S, Cummins D 2012. Emotional connections in higher education marketing. International Journal of Educational Management, 26(2):153-161.
East, R., Gendall, P., Hammond, K., & Lomax, W. (2005). Consumer loyalty: singular, additive or interactive?. Australasian Marketing Journal (AMJ), 13(2), 10-26.East R, Hammond K, Wright M 2007. The relative incidence of positive and negative word of mouth: A multi-category study. International Journal of Research in Marketing, 24(2):175-184.
Fernandes, C., Ross, K., & Meraj, M. (2013). Understanding student satisfaction and loyalty in the UAE HE sector. International Journal of Educational Management, 27(6), 613-630.Ford JB, Joseph M, Joseph B 1999. Importance-performance analysis as a strategic tool for service marketers: the case of service quality perceptions of business students in New Zealand and the USA. Journal of Services Marketing, 13(2):171-186.
Fukuyama, F. (1995). Trust: The social virtues and the creation of prosperity (Vol. 99). New York, NY: Free press.
Grappi S, Montanari F 2011. The role of social identification and hedonism in affecting tourist re-patronizing behaviours: The case of an Italian festival. Tourism Management, 32(5):1128-1140.
Grisaffe DB, Nguyen HP 2011. Antecedents of emotional attachment to brands. Journal of Business Research, 64(10):1052-1059.
Hair J. JF, Black WC, Anderson RE, Tatham RL 2009. Análise Multivariada de Dados. Bookman Editora, Porto Alegre, 68 pp.
Hammond KL, Harmon HA, Webster RL 2007. University performance and strategic marketing: an extended study. Marketing intelligence & planning, 25(5):436-459.
Harrison-Walker LJ 2001. The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research, 4(1):60-75.
Harwood, W. (2012). The logic of trust (Doctoral dissertation, University of York), Computer Science (York). New York..
Hennig-Thurau T, Langer MF, Hansen U 2001. Modeling and managing student loyalty: An approach based on the concept of relationship quality. Journal of Service Research, 3(4):331-344.
Hennig‐Thurau, T., & Klee, A. (1997). The impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and model development. Psychology & marketing, 14(8), 737-764.
Hirschman EC, Holbrook MB 1982. Hedonic consumption: emerging concepts, methods and propositions. The Journal of Marketing, 46(3):92-101.
Holton M 2015. Adapting relationships with place: investigating the evolving place attachment and ‘sense of place’of UK higher education students during a period of intense transition. Geoforum, 59:21-29.
Howard JA, Sheth JN 1969. The Theory of Buyer Behavior. Wiley, New York, 488 pp.
Hoyer WD, Macinnis DJ 2010. Consumer Behavior. Cengage Learning, Mason (USA), 246 pp.
Hudson S, Roth MS, Madden TJ, Hudson R 2015. The effects of social media on emotions, brand relationship quality, and word of mouth: An empirical study of music festival attendees. Tourism Management, 47:68-76.
Jang YJ, Kim WG, Lee HY 2015. Coffee shop consumers’ emotional attachment and loyalty to green stores: The moderating role of green consciousness. International Journal of Hospitality Management, 44:146-156.
Kassarjian HH 1971. Personality and consumer behavior: A review. Journal of Marketing Research, 8(4):409-418.
Khodyakov D 2007. Trust as a process: A three-dimensional approach. Sociology, 41(1):115-132.
KLINE, Rex B. Principles and Practice of Structural Equation Modeling. 3ª ed. New York: The Guilford Press, 2011.Koufteros XA 1999. Testing a model of pull production: a paradigm for manufacturing research using structural equation modeling. Journal of Operations Management, 17(4):467-488.
Lang B 2011. How word of mouth communication varies across service encounters. Managing Service Quality: an international journal, 21(6):583-598.
Lim EAC, Ang SH 2008. Hedonic vs. utilitarian consumption: A cross-cultural perspective based on cultural conditioning. Journal of Business Research, 61(3):225-232.
Macedo Bergamo FV de, Giuliani AC, Lago Attadia Galli LC 2011. Modelo de lealdade e retenção de alunos para instituições do ensino superior: um estudo teórico com base no marketing de relacionamento. BBR-Brazilian Business Review, 8(2):43-66.
Magnini VP 2011. The implications of company-sponsored messages disguised as word-of-mouth. Journal of Services Marketing, 25(4):243-251.
May FE 1965. Buying behavior: Some research findings. The Journal of Business, 38(4):379-396.
Meer NM, Chapman A 2014. Assessment for confidence: exploring the impact that low-stakes assessment design has on student retention. The International Journal of Management Education, 12(2):186-192.
Meiners N, Schwarting U, Seeberger B 2010. The Renaissance of Word-of-Mouth Marketing: A'New'Standard in Twenty-First Century Marketing Management?!. International Journal of Economic Sciences and Applied Research, 3(2):79-97.
Minarti, S. N., & Segoro, W. (2014). The influence of customer satisfaction, switching cost and trusts in a brand on customer loyalty–The survey on student as IM3 users in Depok, Indonesia. Procedia-Social and Behavioral Sciences, 143, 1015-1019.Orth UR, Limon Y, Rose G 2010. Store-evoked affect, personalities, and consumer emotional attachments to brands. Journal of Business Research, 63(11):1202-1208.
Mitsis A, Foley P 2012. Do generational membership and psychographic characteristics influence positive word of mouth in a university context?. Asian Academy of Management Journal, 17(1):1.
Mondini, V. E. D., Mondini, L. C., da Rosa Borges, G., & de Souza Domingues, M. J. C. (2014). Instituições de ensino superior a distância: análise dos motivos de escolha. Meta: Avaliação, 6(16), 71-84.
Morgan RM, Hunt SD 1994. The commitment-trust theory of relationship marketing. The journal of marketing, 58(3):20-38.
Mowen JC 2000. The 3M model of motivation and personality: theory and empirical applications to consumer behavior. Springer Science & Business Media.
Mugge R, Schifferstein HN, Schoormans JPL 2010. Product attachment and satisfaction: understanding consumers' post-purchase behavior. Journal of consumer Marketing, 27(3):271-282.
Overby JW, Lee E 2006. The effects of utilitarian and hedonic online shopping value on consumer preference and intentions. Journal of Business research, 59(10-11):1160-1166.
Paxton P 1999. Is social capital declining in the United States? A multiple indicator assessment. American Journal of sociology, 105(1):88-127.
Paxton P, Moody J 2003. Structure and sentiment: Explaining emotional attachment to group. Social Psychology Quarterly, 34-47.
Petruzzellis L, Romanazzi S 2010. Educational value: how students choose university: Evidence from an Italian university. International Journal of Educational Management, 24(2):139-158.
Pöyry E, Parvinen P, Malmivaara T 2013. Can we get from liking to buying? Behavioral differences in hedonic and utilitarian Facebook usage. Electronic Commerce Research and Applications, 12(4):224-235.
Qingjiu S, Maliki NZ 2013. Place attachment and place identity: Undergraduate students’ place bonding on campus. Procedia-Social and Behavioral Sciences, 91:632-639.
Quandt RE 1956. A probabilistic theory of consumer behavior. The Quarterly Journal of Economics, 70(4):507-536.
Ratnesh, K., & Kansal, A. (2013). SIGNIFICANCE OF MOBILE NUMBER PORTABILITY (MNP) AS A SELECTIVE TOOL FOR SERVICE BRANDING OF INDIAN TELECOM SECTOR. International Journal of Management Research and Reviews, 3(7), 3131.Reichenheim ME, Moraes CL 2007. Operacionalização de adaptação transcultural de instrumentos de aferição usados em epidemiologia. Revista de Saúde Pública, 41:665-673.
Rojas-Méndez JI, Vasquez-Parraga AZ, Kara A, Cerda-Urrutia A 2009. Determinants of student loyalty in higher education: A tested relationship approach in Latin America. Latin American Business Review, 10(1):21-39.
Roy R, Ng S 2012. Regulatory focus and preference reversal between hedonic and utilitarian consumption. Journal of Consumer Behaviour, 11(1):81-88.
Scarpi D 2012. Work and fun on the internet: the effects of utilitarianism and hedonism online. Journal of Interactive Marketing, 26(1):53-67.
Schffman LG, Kanuk LL 2000. Comportamento do Consumidor. LTC, Rio de Janeiro, 476 pp.
Shi W, Chen J, Ma J 2011. A study of customer loyalty based on switching cost and brand attachment. The Journal of China Universities of Posts and Telecommunications, 18:136-141.
Sieck W, Yates JF 1997. Exposition effects on decision making: Choice and confidence in choice. Organizational Behavior and Human Decision Processes, 70(3):207-219.
Sirgy MJ, Samli AC 1985. A path analytic model of store loyalty involving self-concept, store image, geographic loyalty, and socioeconomic status. Journal of the Academy of Marketing Science, 13(3):265-291.
Song Y, Hur W, Kim M 2012. Brand trust and affect in the luxury brand–customer relationship. Social Behavior and Personality: an international journal, 40(2):331-338.
Teo R, Soutar GN 2012. Word of mouth antecedents in an educational context: a Singaporean study. International Journal of Educational Management, 26(7):678-695.
Thomas L 2012. Building student engagement and belonging in Higher Education at a time of change. Paul Hamlyn Foundation, 100.
Tsai, Y. H. et al.. 2008. Modeling educational quality and student loyalty: a quantitative approach based on the theory of information cascades. Quality & Quantity, 42(3):397-415.
Turel O, Serenko A, Bontis N 2010. User acceptance of hedonic digital artifacts: A theory of consumption values perspective. Information & Management, 47(1):53-59.
Van Hoye G, Lievens F 2009. Tapping the grapevine: A closer look at word-of-mouth as a recruitment source. Journal of Applied Psychology, 94(2):341.
Vlachos PA, Theotokis A, Pramatari K, Vrechopoulos A 2010. Consumer-retailer emotional attachment: Some antecedents and the moderating role of attachment anxiety. European Journal of Marketing, 44(9-10):1478-1499.
Alves H, Raposo M 2010. The influence of university image on student behaviour. International Journal of Educational Management, 24(1):73-85.
Arnett DB, German SD, Hunt SD 2003. The identity salience model of relationship marketing success: The case of nonprofit marketing. Journal of marketing, 67(2):89-105.
Asadi N, Abrifam A, Mohamadzadeh M 2014. Consumer Behavior in the New Methods of E-business,". Journal of Novel Applied Sciences, 3(8):879-882.
Babin BJ, Lee Y, Kim E, Griffin M 2005. Modeling consumer satisfaction and word-of-mouth: restaurant patronage in Korea. Journal of Services Marketing, 19(3):133-139.
Berger J 2014. Word of mouth and interpersonal communication: A review and directions for future research. Journal of Consumer Psychology, 24(4):586-607.
Bernardo M, Marimon F, Almeida MMA 2012. Functional quality and hedonic quality: A study of the dimensions of e-service quality in online travel agencies. Information & Management, 49(7-8):342-347.
Borges GR, Mello SPT 2015. The Influence of Students Attachment in the Recommendation of a Federal Public University In Brazil. Responsibility and Sustainability, Socioeconomic, Political and Legal Issues, 3(3):47-58.
Bowlby J 1980. Attachment and Loss. V. III, Basic Books, New York 326 pp.
Bravin FHDA, Ikeda AA 2010. Uma Discussão sobre o composto de Marketing no Contexto Educacional. Pensamento & Realidade. Revista do Programa de Estudos Pós-Graduados em Administração-FEA, 25(1).
Buttle F, Burton J 2002. Does service failure influence customer loyalty?. Journal of Consumer Behaviour, 1(3):217-227.
Buttle FA 1998. Word of mouth: understanding and managing referral marketing. Journal of Strategic Marketing, 6(3):241-254.
Calver SJ, Page SJ 2013. Enlightened hedonism: Exploring the relationship of service value, visitor knowledge and interest, to visitor enjoyment at heritage attractions. Tourism Management, 39:23-36.
Chanavat, N., Martinent, G., & Ferrand, A. (2010). Brand images causal relationships in a multiple sport event sponsorship context: Developing brand value through association with sponsees. European Sport Management Quarterly, 10(1), 49-74.
Chaudhuri A, Holbrook MB 2001. The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65(2):81-93.
Choi B, Choi B 2014. The effects of perceived service recovery justice on customer affection, loyalty, and word-of-mouth. European Journal of Marketing, 48(1-2):108-131.
Cook J, Wall T 1980. New work attitude measures of trust, organizational commitment and personal need non‐fulfilment. Journal of Occupational Psychology, 53(1):39-52.
de Macedo Bergamo, F. V., Giuliani, A. C., & Galli, L. C. D. L. A. (2011). Modelo de lealdade e retenção de alunos para instituições do ensino superior: um estudo teórico com base no marketing de relacionamento. BBR-Brazilian Business Review, 8(2), 43-66.
De Matos CA, Rossi CAV 2008. Word-of-mouth communications in marketing: a meta-analytic review of the antecedents and moderators. Journal of the Academy of Marketing Science, 36(4):578-596.
De Mello SPT, Da Rosa Borges G 2014. Mensuração do Apego à Marca de Alunos de um Curso Superior de uma Universidade Pública Federal no Brasil. International Journal of Marketing, Communication and New Media, 2(2).
Derbaix C, Abeele PV 1985. Consumer inferences and consumer preferences. The status of cognition and consciousness in consumer behavior theory. International Journal of Research in Marketing, 2(3):157-174.
Dick AS, Basu K 1994. Customer loyalty: toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2):99-113.
Durkin M, Mckenna S, Cummins D 2012. Emotional connections in higher education marketing. International Journal of Educational Management, 26(2):153-161.
East, R., Gendall, P., Hammond, K., & Lomax, W. (2005). Consumer loyalty: singular, additive or interactive?. Australasian Marketing Journal (AMJ), 13(2), 10-26.East R, Hammond K, Wright M 2007. The relative incidence of positive and negative word of mouth: A multi-category study. International Journal of Research in Marketing, 24(2):175-184.
Fernandes, C., Ross, K., & Meraj, M. (2013). Understanding student satisfaction and loyalty in the UAE HE sector. International Journal of Educational Management, 27(6), 613-630.Ford JB, Joseph M, Joseph B 1999. Importance-performance analysis as a strategic tool for service marketers: the case of service quality perceptions of business students in New Zealand and the USA. Journal of Services Marketing, 13(2):171-186.
Fukuyama, F. (1995). Trust: The social virtues and the creation of prosperity (Vol. 99). New York, NY: Free press.
Grappi S, Montanari F 2011. The role of social identification and hedonism in affecting tourist re-patronizing behaviours: The case of an Italian festival. Tourism Management, 32(5):1128-1140.
Grisaffe DB, Nguyen HP 2011. Antecedents of emotional attachment to brands. Journal of Business Research, 64(10):1052-1059.
Hair J. JF, Black WC, Anderson RE, Tatham RL 2009. Análise Multivariada de Dados. Bookman Editora, Porto Alegre, 68 pp.
Hammond KL, Harmon HA, Webster RL 2007. University performance and strategic marketing: an extended study. Marketing intelligence & planning, 25(5):436-459.
Harrison-Walker LJ 2001. The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research, 4(1):60-75.
Harwood, W. (2012). The logic of trust (Doctoral dissertation, University of York), Computer Science (York). New York..
Hennig-Thurau T, Langer MF, Hansen U 2001. Modeling and managing student loyalty: An approach based on the concept of relationship quality. Journal of Service Research, 3(4):331-344.
Hennig‐Thurau, T., & Klee, A. (1997). The impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and model development. Psychology & marketing, 14(8), 737-764.
Hirschman EC, Holbrook MB 1982. Hedonic consumption: emerging concepts, methods and propositions. The Journal of Marketing, 46(3):92-101.
Holton M 2015. Adapting relationships with place: investigating the evolving place attachment and ‘sense of place’of UK higher education students during a period of intense transition. Geoforum, 59:21-29.
Howard JA, Sheth JN 1969. The Theory of Buyer Behavior. Wiley, New York, 488 pp.
Hoyer WD, Macinnis DJ 2010. Consumer Behavior. Cengage Learning, Mason (USA), 246 pp.
Hudson S, Roth MS, Madden TJ, Hudson R 2015. The effects of social media on emotions, brand relationship quality, and word of mouth: An empirical study of music festival attendees. Tourism Management, 47:68-76.
Jang YJ, Kim WG, Lee HY 2015. Coffee shop consumers’ emotional attachment and loyalty to green stores: The moderating role of green consciousness. International Journal of Hospitality Management, 44:146-156.
Kassarjian HH 1971. Personality and consumer behavior: A review. Journal of Marketing Research, 8(4):409-418.
Khodyakov D 2007. Trust as a process: A three-dimensional approach. Sociology, 41(1):115-132.
KLINE, Rex B. Principles and Practice of Structural Equation Modeling. 3ª ed. New York: The Guilford Press, 2011.Koufteros XA 1999. Testing a model of pull production: a paradigm for manufacturing research using structural equation modeling. Journal of Operations Management, 17(4):467-488.
Lang B 2011. How word of mouth communication varies across service encounters. Managing Service Quality: an international journal, 21(6):583-598.
Lim EAC, Ang SH 2008. Hedonic vs. utilitarian consumption: A cross-cultural perspective based on cultural conditioning. Journal of Business Research, 61(3):225-232.
Macedo Bergamo FV de, Giuliani AC, Lago Attadia Galli LC 2011. Modelo de lealdade e retenção de alunos para instituições do ensino superior: um estudo teórico com base no marketing de relacionamento. BBR-Brazilian Business Review, 8(2):43-66.
Magnini VP 2011. The implications of company-sponsored messages disguised as word-of-mouth. Journal of Services Marketing, 25(4):243-251.
May FE 1965. Buying behavior: Some research findings. The Journal of Business, 38(4):379-396.
Meer NM, Chapman A 2014. Assessment for confidence: exploring the impact that low-stakes assessment design has on student retention. The International Journal of Management Education, 12(2):186-192.
Meiners N, Schwarting U, Seeberger B 2010. The Renaissance of Word-of-Mouth Marketing: A'New'Standard in Twenty-First Century Marketing Management?!. International Journal of Economic Sciences and Applied Research, 3(2):79-97.
Minarti, S. N., & Segoro, W. (2014). The influence of customer satisfaction, switching cost and trusts in a brand on customer loyalty–The survey on student as IM3 users in Depok, Indonesia. Procedia-Social and Behavioral Sciences, 143, 1015-1019.Orth UR, Limon Y, Rose G 2010. Store-evoked affect, personalities, and consumer emotional attachments to brands. Journal of Business Research, 63(11):1202-1208.
Mitsis A, Foley P 2012. Do generational membership and psychographic characteristics influence positive word of mouth in a university context?. Asian Academy of Management Journal, 17(1):1.
Mondini, V. E. D., Mondini, L. C., da Rosa Borges, G., & de Souza Domingues, M. J. C. (2014). Instituições de ensino superior a distância: análise dos motivos de escolha. Meta: Avaliação, 6(16), 71-84.
Morgan RM, Hunt SD 1994. The commitment-trust theory of relationship marketing. The journal of marketing, 58(3):20-38.
Mowen JC 2000. The 3M model of motivation and personality: theory and empirical applications to consumer behavior. Springer Science & Business Media.
Mugge R, Schifferstein HN, Schoormans JPL 2010. Product attachment and satisfaction: understanding consumers' post-purchase behavior. Journal of consumer Marketing, 27(3):271-282.
Overby JW, Lee E 2006. The effects of utilitarian and hedonic online shopping value on consumer preference and intentions. Journal of Business research, 59(10-11):1160-1166.
Paxton P 1999. Is social capital declining in the United States? A multiple indicator assessment. American Journal of sociology, 105(1):88-127.
Paxton P, Moody J 2003. Structure and sentiment: Explaining emotional attachment to group. Social Psychology Quarterly, 34-47.
Petruzzellis L, Romanazzi S 2010. Educational value: how students choose university: Evidence from an Italian university. International Journal of Educational Management, 24(2):139-158.
Pöyry E, Parvinen P, Malmivaara T 2013. Can we get from liking to buying? Behavioral differences in hedonic and utilitarian Facebook usage. Electronic Commerce Research and Applications, 12(4):224-235.
Qingjiu S, Maliki NZ 2013. Place attachment and place identity: Undergraduate students’ place bonding on campus. Procedia-Social and Behavioral Sciences, 91:632-639.
Quandt RE 1956. A probabilistic theory of consumer behavior. The Quarterly Journal of Economics, 70(4):507-536.
Ratnesh, K., & Kansal, A. (2013). SIGNIFICANCE OF MOBILE NUMBER PORTABILITY (MNP) AS A SELECTIVE TOOL FOR SERVICE BRANDING OF INDIAN TELECOM SECTOR. International Journal of Management Research and Reviews, 3(7), 3131.Reichenheim ME, Moraes CL 2007. Operacionalização de adaptação transcultural de instrumentos de aferição usados em epidemiologia. Revista de Saúde Pública, 41:665-673.
Rojas-Méndez JI, Vasquez-Parraga AZ, Kara A, Cerda-Urrutia A 2009. Determinants of student loyalty in higher education: A tested relationship approach in Latin America. Latin American Business Review, 10(1):21-39.
Roy R, Ng S 2012. Regulatory focus and preference reversal between hedonic and utilitarian consumption. Journal of Consumer Behaviour, 11(1):81-88.
Scarpi D 2012. Work and fun on the internet: the effects of utilitarianism and hedonism online. Journal of Interactive Marketing, 26(1):53-67.
Schffman LG, Kanuk LL 2000. Comportamento do Consumidor. LTC, Rio de Janeiro, 476 pp.
Shi W, Chen J, Ma J 2011. A study of customer loyalty based on switching cost and brand attachment. The Journal of China Universities of Posts and Telecommunications, 18:136-141.
Sieck W, Yates JF 1997. Exposition effects on decision making: Choice and confidence in choice. Organizational Behavior and Human Decision Processes, 70(3):207-219.
Sirgy MJ, Samli AC 1985. A path analytic model of store loyalty involving self-concept, store image, geographic loyalty, and socioeconomic status. Journal of the Academy of Marketing Science, 13(3):265-291.
Song Y, Hur W, Kim M 2012. Brand trust and affect in the luxury brand–customer relationship. Social Behavior and Personality: an international journal, 40(2):331-338.
Teo R, Soutar GN 2012. Word of mouth antecedents in an educational context: a Singaporean study. International Journal of Educational Management, 26(7):678-695.
Thomas L 2012. Building student engagement and belonging in Higher Education at a time of change. Paul Hamlyn Foundation, 100.
Tsai, Y. H. et al.. 2008. Modeling educational quality and student loyalty: a quantitative approach based on the theory of information cascades. Quality & Quantity, 42(3):397-415.
Turel O, Serenko A, Bontis N 2010. User acceptance of hedonic digital artifacts: A theory of consumption values perspective. Information & Management, 47(1):53-59.
Van Hoye G, Lievens F 2009. Tapping the grapevine: A closer look at word-of-mouth as a recruitment source. Journal of Applied Psychology, 94(2):341.
Vlachos PA, Theotokis A, Pramatari K, Vrechopoulos A 2010. Consumer-retailer emotional attachment: Some antecedents and the moderating role of attachment anxiety. European Journal of Marketing, 44(9-10):1478-1499.
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2020-08-31
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DOMINGUES, Maria José Carvalho de Souza; BORGES, Gustavo da Rosa. O Hedonismo de Alunos Universitários e suas Consequências. Fronteira: Journal of Social, Technological and Environmental Science, [S. l.], v. 9, n. 2, p. 420–448, 2020. DOI: 10.21664/2238-8869.2020v9i2.p420-448. Disponível em: https://periodicos.unievangelica.edu.br/index.php/fronteiras/article/view/3968. Acesso em: 24 nov. 2024.
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