Avaliação da percepção de valor do cliente de jornais digitais: estudo de caso de uma empresa jornalística na região sul do Brasil
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https://doi.org/10.54139/riiant.v8i28.377Palabras clave:
percepção de valor, jornal digital, jornal online, willingness to pay, disposição a pagarResumen
Este estudo apresenta uma análise sobre a percepção de valor dos clientes do jornal digital (ou jornal online) de uma empresa jornalística de Porto Alegre, no sul do Brasil. O estudo justifica-se pelo cenário que a indústria jornalística se encontra, onde a circulação de jornais impressos vem diminuindo, enquanto que os assinantes digitais crescem, porém não na mesma proporção. Torna-se necessário olhar para os consumidores como fonte de informação para aumentar a assertividade na oferta dos serviços de assinatura de jornais digitais. Sendo assim, o presente trabalho avalia a percepção de valor, utilizando um instrumento com oito dimensões de valor percebido e mais sete itens sobre a disposição do cliente a pagar por notícias online. Analisando os resultados, foi possível entender quais são as dimensões e os itens mais valorizados pelos clientes, bem como os itens menos valorizados em jornais digitais.
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Derechos de autor 2023 Léo Vander Chaves Lima, Maria Auxiliadora Cannarozzo Tinoco
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-SinDerivadas 4.0.
