Motivaciones, compromiso y adopción del e-WOM en restaurantes

• Haro-Sosa, Giovanny Lenin ^[2] ; Moliner-Velázquez, Beatriz ^[1] ; Gil-Saura, Irene ^[1]
  1. [1] Universitat de València

     Universitat de València

     Valencia, España

     
  2. [2] Profesor, Facultad de Salud Pública, Escuela Superior Politécnica de Chimborazo, Riobamba, Ecuador.
• Localización: Estudios Gerenciales: Journal of Management and Economics for Iberoamerica, ISSN 0123-5923, Vol. 38, Nº. 162, 2022, págs. 17-31
• Idioma: español
• DOI: 10.18046/j.estger.2022.162.4510
• Títulos paralelos:
  • Motivações, comprometimento e adoção do e-WOM em restaurantes
  • Motivations, engagement and adoption of e-WOM in restaurants
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 2 Citas
• Resumen
  • español

    El objetivo del presente trabajo fue estudiar el efecto que tienen las motivaciones para consultar y escribir e-WOM sobre el compromiso con el e-WOM y la influencia de dicho compromiso en la adopción del e-WOM consultado. Para analizar estas relaciones, se realizó una investigación empírica aplicada en el contexto de los restaurantes. El ámbito geográfico fue Ecuador, con una muestra de 461 consumidores. Se utilizó un modelo de ecuaciones estructurales y se validó la cadena de relaciones. Los resultados confirmaron las relaciones entre estas variables; además, se presentaron implicaciones académicas interesantes para profundizar en el estudio sobre el compromiso con el e-WOM, así como implicaciones para la gestión de restaurantes orientadas al manejo de sus plataformas virtuales o redes sociales.

  • English

    The objective of this work is to study the effect that motivations for consulting and writing e-WOM have on the commitment to e-WOM and the influence of said commitment on the adoption of the e-WOM consulted. To analyze these relationships, an empirical research applied in the context of restaurants was carried out. The geographic scope was Ecuador with a sample of 461 consumers. A structural equation model was used, and the chain of relationships was validated. The results confirmed the relationships between these variables, presenting interesting academic implications to deepen the study of commitment to e-WOM, as well as implications for the management of restaurants oriented to the management of their virtual platforms or social networks.

  • português

    O objetivo do presente trabalho foi estudar o efeito que as motivações para consultar e escrever e-WOM têm no compromisso como e-WOM e a influência deste compromisso na adoção do e-WOM consultado. Para analisar essas relações, foi realizada pesquisaempírica aplicada no contexto de restaurantes. O escopo geográfico foi o Equador, com uma amostra de 461 consumidores. Foi utilizado um modelo de equação estrutural e validada a cadeia de relacionamento. Os resultados confirmaram as relações entre esas variáveis; além disso, foram apresentadas interessantes implicações académicas para aprofundar o estudo sobre a aposta no e-WOM, bem como implicações para a gestão de restaurantes orientada para a gestão das suas plataformas virtuais ou redes sociais.

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