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

Jorge Matute Vallejo, Yolanda Polo Redondo, Ana Utrillas Acerete

Producció científica: Article en revista indexadaArticleAvaluat per experts

34 Cites (Scopus)

Resum

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.

Títol traduït de la contribucióThe influence of EWOM characteristics on online repurchase intention
Idioma originalCastellà
Pàgines (de-a)61-75
Nombre de pàgines15
RevistaRevista Europea de Direccion y Economia de la Empresa
Volum24
Número2
DOIs
Estat de la publicacióPublicada - 1 de maig 2015
Publicat externament

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