Posicionamiento de marcas políticas a través de la web

• Autores: Natalia Vila López, Eduard Amorós Kern, Joaquín Aldás Manzano
• Localización: GCG: revista de globalización, competitividad y gobernabilidad, ISSN 1988-7116, Vol. 7, Nº. 1, 2013
• Idioma: español
• DOI: 10.3232/GCG.2013.V7.N1.01
• Títulos paralelos:
  • Posicionamiento marcas politicos atraves da web
  • Positioning political brand through the web
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 3 Citas
• Resumen
  • español

    El hecho de que un partido político sea percibido como innovador gracias al apoyo de las nuevas tecnologías aumenta su atractivo. Esta innovación se puede concretar en la prestación de servicios electrónicos diferenciados y en la mejora del atractivo visual del partido y sus candidatos gracias a la funcionalidad de su Web. En este trabajo realizamos un estudio para determinar en qué medida los aspectos innovadores de la Web de un partido político aumentarán: (i) la calidad percibida, (ii) la confianza hacia el servicio del sitio Web, (iii) la lealtad hacia la página Web y (iv) la predisposición a recomendarla (boca-oreja). Para ello entrevistamos a un total de 217 usuarios que valoraron su experiencia con la Web de un determinado partido político, obteniéndose la confirmación de los cuatro efectos apuntados.

  • English

    The fact that a political party is perceived as innovative by the support of new technologies increases its appeal. This innovation can specify in the different electronic services and improving the visual appeal of the party and its candidates through its Web functionality. In this paper we study to what extent the innovative aspects of the Web from a political party will increase: (i) perceived quality, (ii) the confidence to service Web site, (iii) loyalty to the page web and (iv) the willingness to recommend (word of mouth). To do this we interviewed a total of 217 users rated their experience with the Web of a particular political party, with confirmation of the four purposes outlined.

  • português

    O fato de que um partido político é percebido como inovador pelo apoio de novas tecnologias aumenta seu apelo. Esta inovação pode especificar nos diferentes serviços eletrônicos e melhorar o apelo visual do partido e seus candidatos por meio de sua funcionalidade web. Neste trabalho, estudar em que medida os aspectos inovadores da Web a partir de um partido político vai aumentar: (i) a qualidade percebida, (ii) a confiança para site de serviço, (iii) a lealdade à página Web e (iv) a vontade de recomendar (boca a boca). Para fazer isso, entrevistou um total de 217 usuários avaliaram sua experiência com a Web de um partido político, com a confirmação dos quatro fins delineados.

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