O papel da confiança e atitude na percepção da contribuição do marketing na qualidade de vida do consumidor: uma adaptação de estudo de Peterson, Ekici e Hunt ao contexto brasileiro

Abstract

This work is an adaptation of Peterson, Ekici and Hunt (2010) research to Brazilian context. Its main objective was to investigate the influence of Consumer Trust and Consumer Attitude constructs in Business Contribution to My QOL construct. According to previous investigations, in economic development context similar to Brazilian, the Business Contribution to My QOL is a mediator construct among the first order construct QOL and second order constructs Consumer Trust and Consumer Attitude. The objective of this work was achieved through two steps: (1) the adaptation and validation of original scale, to the Brazilian reality and (2) the validation of the structural model using structural equation modeling. The scale adaptation was performed through twelve in-depth interviews, conducted between consumers and professionals related to marketing. As result, variables relevant to the Brazilian context were added to the original scale. The scale was verified through the techniques of Factor Analysis and Confirmatory Factor Analysis (CFA). A positive mediation was found between Business Contribution to My QOL and QOL constructs in the structural model. The relationship between Consumer Attitude construct and My QOL construct was negative. These relationships were similar to those found in the original study proposed by Peterson, Ekici and Hunt (2010).