CROWDFUNDING: ANALYSIS OF SATISFACTION AND LOYALTY BEHAVIORS OF BRAZILIAN CONSUMERS IN THE CONTEXT OF CULTURAL PRODUCTS/CROWDFUNDING: ANALISE DOS COMPORTAMENTOS DE SATISFACAO E LEALDADE DOS CONSUMIDORES BRASILEIROS EM CONTEXTO DE PRODUTOS CULTURAIS

This study aims to measure the relationship between the use of crowdfunding platforms in the achievement of the loyalty and satisfaction of Brazilian consumers, in the context of cultural products available in the specific platforms of collaborative consumption on the web, the crowdfunding experience. The term crowdfunding is used to designate collective financing platforms for the realization of projects. The theoretical framework presents clarifications about cultural products, loyalty, satisfaction and collaborative consumption on the web. The methodological approach adopted was the descriptive research supported by the collection of data collected from Brazilian supporters on the main crowdfunding platform of that country, Catarse. The method of analysis was descriptive, with descriptive statistics to obtain the frequencies, and non-parametric tests of the hypotheses. It was concluded from the analyzes carried out that there is a clear relationship between the use of crowdfunding platforms and the achievement of loyalty and satisfaction of Brazilian consumers, motivated by the characteristics and particularities that permeate the collaborative consumption of cultural products in social networks. Keywords: Crowdfunding. Cultural Projects. Consumer Satisfaction. Loyalty. Social Media. Este estudo buscou mensurar a relacao do uso de plataformas de crowdfunding na conquista da lealdade e satisfacao de consumidores brasileiros, em contexto de produtos culturais disponiveis nas plataformas especificas de consumo colaborativo na web. O termo crowdfunding e usado para designar plataformas de financiamento coletivo destinadas a concretizacao de projetos. O referencial teorico apresenta esclarecimentos sobre produtos culturais, lealdade, satisfacao e consumo colaborativo na web. A abordagem metodologica adotada foi a pesquisa descritiva apoiada com levantamento de dados coletados junto aos apoiadores brasileiros na principal plataforma de crowdfunding desse pais, o Catarse. O metodo de analise foi descritivo, com estatistica descritiva para obtencao das frequencias, e testes nao parametricos das hipoteses. Concluiu-se, a partir das analises realizadas, que existe uma clara relacao entre o uso de plataformas de crowdfunding e a conquista da lealdade e satisfacao dos consumidores brasileiros, motivada pelas caracteristicas e particularidades que permeiam o consumo colaborativo de produtos culturais nas redes sociais. Palavras-chave: Crowdfunding. Projetos Culturai