Las características del boca-oído electrónico y su influencia en la intención de recompra online

• Jorge Matute Vallejo ^[1] ; Yolanda Polo Redondo ^[1] ; Ana Utrillas Acerete ^[1]
  1. [1] Universidad de Zaragoza

     Universidad de Zaragoza

     Zaragoza, España

     
• Localización: Revista europea de dirección y economía de la empresa, ISSN 1019-6838, Vol. 24, Nº 2, 2015, págs. 61-75
• Idioma: español
• DOI: 10.1016/j.redee.2015.03.002
• Títulos paralelos:
  • The influence of EWOM characteristics on online repurchase intention
• Enlaces
  • Texto completo (pdf)
  • Texto completo
• Dialnet Métricas: 14 Citas
• Resumen
  • español

    Con la creciente expansión de Internet, cada vez es más habitual que las empresas incluyan en sus páginas de venta online un espacio virtual donde los usuarios compartan información sobre los productos o servicios ofrecidos. Este estudio explora las características de las recomendaciones publicadas por los usuarios (cantidad, credibilidad y calidad del boca-oído electrónico) como antecedentes de la intención de recompra a través de su influencia en la actitud y confianza hacia el vendedor online y en la utilidad percibida de la tienda virtual. Para contrastar las hipótesis propuestas se procedió al diseño de una encuesta online, utilizándose una muestra de conveniencia formada por 252 consumidores. El modelo fue testado mediante ecuaciones estructurales, utilizando la técnica Partial Least Squares (PLS). Los resultados muestran que, si bien todas las características del boca-oído electrónico influyen positivamente en la utilidad percibida de la página web, solo la calidad de los comentarios influye en la confianza. Asimismo, una mayor cantidad de recomendaciones en la plataforma puede afectar negativamente a la confianza en el vendedor online. Este trabajo pone de manifiesto la importancia de la actitud hacia el vendedor y la utilidad percibida de la página web como antecedentes de la intención de recompra online.

  • English

    With the increasing expansion of Internet as a tool for exchanging information, companies include in their websites a virtual space to share information among users. This study explores the characteristics of consumers’ reviews (electronic word-of-mouth quantity, credibility and quality) as antecedents of customers’ online repurchase intentions. Specially, it proposes a model where trust on an online seller, consumers’ actitude and perceived usefulness of a website have an influence on repurchase intentions. For testing the hypotheses, an online survey was employed, using a convenience sample with 252 customers. Structural equation modeling with Partial Least Squares (PLS) was used to test the research model. Results show that all EWOM characteristics have a positive influence on perceived usefulness of the website. Moreover, only EWOM quality has a positive and direct effect on trust on online seller, and EWOM quantity has a negative one. This work highlights the importance of attitude towards online seller and the perceived usefulness of the website as antecedents of online repurchase intention.

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