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1 Doutoranda em Administração pelo Programa de Pós-Graduação em Administração (PPGA/UFSM). Mestra em Administração (PPGA/UFSM). Brasil, Rio Grande do Sul, Santa Maria. E-mail: carolisbender@gmail.com. 2 Doutor em Administração (UFRGS). Professor do Programa de Pós-Graduação em Administração e do Departamento de Ciências Administrativas (UFSM). Brasil, Rio Grande do Sul, Santa Maria. E-mail: mllobler@gmail.com 3 Doutora em Administração (PPGA/UFSM). Professora do Departamento de Ciências Administrativas (UFSM). Brasil, Rio Grande do Sul, Santa Maria. E-mail: elietedosreis@gmail.com 4 Mestre em Administração (PPGA/UFSM). Brasil, Rio Grande do Sul, Santa Maria. E-mail: rafatagliapietra@gmail.com e-ISSN: 2317-675X | Comun. & Inf., Goiânia, GO, v. 22, p. 1-20, 2019. 2 The OPRs have gained ground in Information System and Marketing studies. They help consumers in information processing and attribute preference (LIU; KARAHANNA, 2017) in reducing uncertainty (WANG et al., 2016; XU; YAO, 2015; ZHANG et al, 2014) and in the search for meet the limitations of e-commerce (BAEK et al., 2015). Considering the importance of the OPRs in the decision-making process and the lack of research that addresses the theme and research instruments related to the theme in the national context this study had as objective apply a measurement instrument for the adoption of OPRs by consumers, proposed by Xu and Yao (2015), verifying its adaptability to the Brazilian context. Thus, this research is characterized by a descriptive nature, based on the survey research method. The questionnaire, after translation and pre-test, was applied to 149 individuals. As statistical technique was used the exploratory factorial analysis, where four factors with appropriate factor load and internal reliability were identified, with 15 questions. The use of measurement instruments for the adoption of online product recommendations becomes relevant in the research that involves the understanding of predictors related to message characteristics and the information environment in the adoption of OPRs.

A adoção de Online Product Recommendations (OPRS) e a decisão de compra em social commerce