Inovatividade, envolvimento, atitude e experiência na adoção da compra on-line

Este trabalho procura analisar as inter-relações entre a inovatividade, o envolvimento, a atitude dentro do modelo Theory of Planned Behavior (TPB) decomposto desenvolvido na psicologia social, e a experiência com a Internet com o processo de adoção da compra pela internet. Foi elaborado um modelo integrativo que possibilitasse explicar a relação entre esses fatores e a compra pela internet, e foi desenvolvida uma pesquisa de campo considerando uma amostra não probabilística de estudantes. Foi utilizado o método multivariado de modelagem de equações estruturais, aplicado por meio da técnica Partial Least Squares (PLS) para a verificação, explicação e comparação das relações entre os construtos. Os resultados mostram que a intenção da compra pela internet é diretamente influenciada pela atitude e pela inovatividade, e a atitude é influenciada pelo envolvimento. Não foi encontrada relação entre a experiência com a internet e a compra pela internet.

Sponsoring, brand value and social media

The increasing involvement of individuals in social media over the past decade has enabled firms to pursue new avenues in communication and sponsoring activities. Besides general research on either social media or sponsoring, questions regarding the consequences of a joint activity (sponsoring activities in social media) remain unexplored. Hence, the present study analyses whether the perceived image of the brand and the celebrity endorser credibility of a top sports team influence the perceived brand value of the sponsoring firm in a social media setting. Moreover, these effects are compared between existing customers and non-customers of the sponsoring firm. Interestingly, perceived celebrity endorser credibility plays no role in forming brand value perceptions in the case of the existing customers. Implications for marketing theory and practice are derived.

Observations on dynamics of foraging hole construction of two leaf-feeding, soil-inhabiting Syntermes species (insecta: Isoptera) in an Amazonian Rainforest, Brazil

The intensity of construction of foraging access holes by two leaf-litter feeding, soil- inhabiting termite species, Syntermes molestus and Syntermes spinosus, in a Central Amazonian rain forest, was observed on consecutive nights for two weeks. Between 11 and 48 nest entrances per m2 were counted. Interaction between the two species was intense; some entrance holes were overtaken by the larger species during the observations; however, both species coexist in the area. A calculated minimum of 35 entrances/m2 is built every year by both species, emphasizing the importance of soil-burrowing termites for soil structure, aeration and water regime.