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O Impacto da Conexidade no Comportamento do Consumidor em Relação aos Programas de Televisão

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Author(s): Valter Afonso Vieira | Jucelia Appio

Journal: Revista de Administração Contemporânea
ISSN 1415-6555

Volume: 14;
Issue: 4;
Start page: 703;
Date: 2010;
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Keywords: scale | connectedness | TV | consumer behavior.

ABSTRACT
This paper analyzes the psychometric proprieties of the connectedness scale on consumer behavior. Consumers answered questions relating to television shows. Using exploratory, confirmatory, discriminant, convergent and nomological analyses, we found support for five dimensions out of the six initially proposed to reflect the scale. Furthermore, the results supported a positive relationship between connectedness and involvement, connectedness and hours watching TV and connectedness and brand community. Connectedness and social interaction were found to have a negative relationship.

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