Usabilidade e preferência de uso na rede social facebook: uma análise netnográfica dos usuários tecnológicos

Naiara Silva Ferreira, Emílio José Montero Arruda Filho

Resumo


Este artigo apresenta um estudo sobre a preferência de uso das redes sociais virtuais, utilizando o Facebook como objeto de estudo, e visando identificar os fatores motivacionais para a usabilidade dessa plataforma tecnológica. A rede social Facebook foi escolhida por apresentar um cenário tecnológico de alta sociabilidade e interação virtual. Como metodologia foi utilizada a netnografia, sendo feita através da coleta das discussões em sites de notícias e fóruns de discussão norte-americanos, onde existe uma ampla participação crítica dos usuários na internet sobre os ganhos e frustrações no dado contexto. A análise de conteúdo foi realizada confrontando as categorias de usuários encontradas com a literatura sobre valores que motivam o consumo tecnológico, descrevendo os valores hedônicos, sociais, utilitários e as percepções de risco nesse consumo, quando relacionado à falta de privacidade. Os resultados demonstram 2 grupos principais de usuários dessa tecnologia e 7 subgrupos. Logo, a contribuição do estudo. A contribuição do estudo é que a formação desses grupos tecnológicos pode refletir a usabilidade de outros grupos de usuários espalhados pelo mundo. O estudo também traz para a discussão, problemáticas referentes aos comportamentos dos usuários das redes virtuais, que pode ser útil para as empresas e suas relações com consumidores e também no desenvolvimento de novos conhecimentos a partir dessas críticas e demandas que os consumidores digitais expõem sobre as tecnologias.

Palavras-chave


preferência de uso tecnológico, Facebook, netnografia, usabilidade tecnológica

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Referências


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