Comunicación comercial y boca-oído electrónico en sitios web corporativos: un análisis desde la perspectiva del marketing de relaciones

• Autores: Daniel Belanche Gracia, Luis V. Casaló Ariño , Miguel Guinalíu Blasco
• Localización: Investigaciones europeas de dirección y economía de la empresa, ISSN 1135-2523, Vol. 19, Nº 1, 2013, págs. 31-41
• Idioma: español
• DOI: 10.1016/j.iedee.2012.10.002
• Enlaces
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• Dialnet Métricas: 3 Citas
• Resumen

  • El imparable crecimiento del intercambio de información en internet ha fomentado que los sitios web comerciales, además de ofrecer información relevante del vendedor (comunicación comercial), comiencen a incluir herramientas de interacción online donde los consumidores comparten sus experiencias (boca-oído electrónico). Este trabajo se centra en la información que aparece en la web del vendedor para comprender como esta afecta a su relación con el consumidor y a la promoción de sus productos a través de un boca-oído entre consumidores. Los resultados del modelo de ecuaciones estructurales basándose en las respuestas de usuarios de sitios web comerciales confirman que la comunicación comercial y el boca-oído electrónico afectan positivamente a los niveles de compromiso afectivo, mientras que la confianza solo se vería afectada por el grado de comunicación comercial. Finalmente, la confianza afectaría al compromiso, y este a su vez tendría una incidencia directa sobre el nivel de boca-oído electrónico positivo.

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