Holds a PhD in Administration from the Faculty of Economics, Administration and Accounting of Ribeirão Preto, University of São Paulo FEARP/USP (2016), a Master's degree in Administration from the Federal University of Lavras UFLA (2011), and a Bachelor's degree in Administration from UFLA (2008). He is a Professor at the Federal Institute of Education, Science and Technology of São Paulo IFSP. He works in the field of Administration, with an emphasis on Marketing, mainly on the topics of consumer behavior, brand management, digital marketing, and retail.
EDUCATION
Doctorate in administration
RESEARCH, TEACHING, or OTHER INTERESTS
Marketing, Management of Technology and Innovation, Business, Management and Accounting
FUTURE PROJECTS
Sustainability and consumer behavior
Applications Invited
2
Scopus Publications
Scopus Publications
Impacts of service guarantees on consumers' perceived quality and satisfaction in e-commerce Alessandro Silva de Oliveira, Gustavo Quiroga Souki, Dirceu da Silva, Matheus Alberto Rodrigues Silva, Francisco de Assis da Silva Medeiros International Journal of Quality and Reliability Management, 2023 PurposeE-commerce platforms offer service guarantees (SGs) to improve consumers’ perceived quality and satisfaction. This survey aimed to test the direct and indirect effects of SGs on consumers’ perceived quality and satisfaction concerning the services of an international e-commerce platform.Design/methodology/approachThe survey sample consisted of 378 consumers of an international e-commerce platform. Structural equation modelling (SEM) tested two structural models.FindingsThe first hypothetical model demonstrated that SGs positively and directly affects perceived quality and consumers' satisfaction on an e-commerce platform. This model also revealed that the perceived quality directly and positively impacted consumer satisfaction. The second hypothetical model confirmed that perceived quality mediates the relationship between SGs and satisfaction. Moreover, SGs positively and indirectly impacts consumer satisfaction.Practical implicationsThis study suggests that e-commerce platforms use SGs as a marketing strategy in their business models to increase perceived quality and consumer satisfaction. However, to positively impact the perception of quality and consumer satisfaction, such SGs must have the following characteristics: unconditional, easy to understand and communicate, meaningful, easy and painless to invoke, and easy and quick to collect.Originality/valueThis research demonstrated the direct effects of SGs on perceived quality and consumer satisfaction on an international e-commerce platform. SGs directly impacts consumer satisfaction with the platform, even if they have not experienced its quality attributes (reliability, customisation, security and design). The indirect effects of SGs on consumer satisfaction were also proven, mediated by perceived quality. No previous study demonstrated such relationships simultaneously on e-commerce platforms.
QUALITY ASSESSMENT OF ONLINE DISCUSSION FORUMS: CONSTRUCTION AND VALIDATION OF A SCALE THAT VALUES STUDENT PERCEPTION Alessandro Silva DE OLIVEIRA, Matheus Alberto Rodrigues SILVA, Dirceu DA SILVA, Richardson Coimbra BORGES Turkish Online Journal of Distance Education, 2021 Online learning is a reality in much of the world. Among the tools available for online learning, there are Online Discussion Forums (ODF), due to their potential to promote collaborative learning. However, there is a lack in the literature about the evaluation of the forums, a gap marked by the absence of quantitative tools that make it possible to evaluate the forums from the student’s perspective. In this sense, the objective of this paper was to develop and validate a Quality Perception of Online Discussion Forums (QPODF) scale. To this end, quantitative research was carried out with students of postgraduate courses lato sensu the online distance education. Exploratory factor analysis and confirmatory factor analysis was used to validate the QPODF scale. The results demonstrate that the quality of the construct perceived online discussion forums has two dimensions “Forum Structure” and “Forum Mediation.” The two identified factors were shown to be consistent and accurate to measure the quality of online forums. Moreover, the theoretical approach used to compose the scale is convergent with the measurement model proposed in the paper.
