A influência do eWOM na intenção de compra online

• Nuno Fortes ^[1] ; Anabela Santos ^[1]
  1. [1] Instituto Politécnico de Coimbra

     Instituto Politécnico de Coimbra

     Coimbra (Sé Nova), Portugal

     
• Localización: RISTI: Revista Ibérica de Sistemas e Tecnologias de Informação, ISSN-e 1646-9895, Nº. Extra 34, 2020, págs. 408-420
• Idioma: portugués
• Títulos paralelos:
  • The influence of eWOM on online shopping intention
• Enlaces
  • Texto completo (pdf)
• Resumen
  • English

    This study aims to assess the effect of eWOM on online shopping intention. To this end, we proposed an investigation model that advances that the relationship between these variables can be direct, but also indirect through online service quality and online trust. The results of the empirical study corroborate all the proposed hypotheses, validating the initial position that eWOM is a powerful catalyst for online shopping intention. From the study, it is possible to draw relevant implications for the academic world, as well as for online operators, who should stimulate word-of-mouth about the products and services they sell, in order to favor the development of positive perceptions about quality of the service they provide, strengthen consumer trust and increase online purchase intentions.

  • português

    Este estudo pretende avaliar o efeito do eWOM na intenção de compra online. Para tal, foi proposto um modelo de investigação que avança que a relação entre estas variáveis pode ser direta, mas também indireta, por intermédio da qualidade do serviço e da confiança online. Os resultados do estudo empírico permitem corroborar todas as hipóteses propostas, validando a posição inicial de que o eWOM é um poderoso catalisador da intenção de compra online. A partir do estudo é possível retirar implicações relevantes para o mundo académico, assim como para os operadores online, que devem estimular o passa-a-palavra sobre os produtos e serviços que comercializam, de modo a favorecerem o desenvolvimento de perceções positivas sobre a qualidade do serviço que prestam, a fortalecerem a confiança do consumidor e a incrementarem a intenção de compra online.

• Referencias bibliográficas
  • Asshidin, N., Abidin, N., & Borhan, H. B. (2016). Perceived quality and emotional value that influence consumer’s purchase intention towards...
  • eMarketer (2019), Global Ecommerce 2019. Disponível em: https://www.emarketer. com/content/global-ecommerce-2019.
  • Erkan, I. & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information...
  • Flanagin, A., Metzger, M., Pure, R., Markov, A. & Hartsell, E. (2014). Mitigating risk in ecommerce transactions: perceptions of information...
  • Fornell, C., Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing...
  • Götz, O.; Liehr-Gobbers, K.; Krafft, M. (2010). Evaluation of structural equation models using the partial least squares (PLS) approach, Chapter...
  • Hair, J., Black, W., Babin, B., & Anderson, R. (2016). Multivariate data analysis: A global perspective. Upper Saddle River, NJ: Pearson.
  • Henseler, J., Ringle, C. M., and Sarstedt, M. (2015). A New Criterion for Assessing Discriminant Validity in Variance-based Structural Equation...
  • Hsu, H. & Tsou, H. (2011). Understanding customer experiences in online blogs environments. International Journal of Information Management,...
  • Ismagilova, E., Slade, E. L., Rana, N. P., & Dwivedi, Y. K. (2019). The effect of electronic word of mouth communications on intention...
  • Jiang, C., Rashid, R. M., & Wang, J. (2019). Investigating the role of social presence dimensions and information support on consumers’...
  • Kaya, B., Behravesh, E., Abubakar, A. M., Kaya, O. S., & Orús, C. (2019). The moderating role of website familiarity in the relationships...
  • Kietzmann, J. & Canhoto, A. (2013). Bittersweet! Understanding and Managing Electronic Word of Mouth. Journal of Public Affairs, 13(2),...
  • Kim, A. & Johnson, K. (2015). Power of consumers using social media: Examining the influences of brand-related user-generated content...
  • Kong, Y., Wang, Y., Hajli, S., & Featherman, M. (2020). In sharing economy we trust: Examining the effect of social and technical enablers...
  • Lin, M. & Wang, W. (2015). Examining E-Commerce Customer Satisfaction and Loyalty: An Integrated Quality-Risk-Value Perspective. Journal...
  • Lu, L., Chang, W. & Chang, H. (2014). Consumer attitudes toward blogger’s sponsored recommendations and purchase intention: The effect...
  • Mansour, K., Kooli, K. & Utama, R. (2014). Online trust antecedents and their consequences on purchase intention: an integrative approach....
  • Rathore, S. & Panwar, A. (2015). Capturing, Analyzing and Managing Word-of-Mouth in the digital marketplace. IGI Global
  • Pappas, N. (2015). Marketing strategies, perceived risks and consumer trust in online buying behavior. Journal of Retailing and Consumer Services,...
  • Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International...
  • Rosario, A. B., de Valck, K., & Sotgiu, F. (2020). Conceptualizing the electronic word-ofmouth process: What we know and need to know...
  • Sandes, F. & Urdan, A. (2013). Electronic Word-of-Mouth Impacts on Consumer Behavior: exploratory and experimental studies. Journal of...
  • See-To, E. & Ho, K. (2013). Value co-creation and purchase intention in social netwotk sites: The role of electronic word-of-mouth and...
  • Spears, N. & Singh, S. (2004). Measuring Attitude toward the brand and purchase intentions. Journal of Current Issues & Research in...
  • Suh, Y., Ahn, T., Lee, J. & Pedersen, P. (2015). Effect of trust and risk on purchase intentions in online secondary ticketing: sport...
  • Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2002). Service quality delivery through web sites: a critical review of extant knowledge....