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

Jorge Matute Vallejo, Yolanda Polo Redondo, Ana Utrillas Acerete

Producción científica: Artículo en revista indizadaArtículorevisión exhaustiva

35 Citas (Scopus)

Resumen

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.

Título traducido de la contribuciónThe influence of EWOM characteristics on online repurchase intention
Idioma originalEspañol
Páginas (desde-hasta)61-75
Número de páginas15
PublicaciónRevista Europea de Direccion y Economia de la Empresa
Volumen24
N.º2
DOI
EstadoPublicada - 1 may 2015
Publicado de forma externa

Palabras clave

  • Calidad de la información
  • Comercio electrónico
  • Confianza
  • Intención de recompra online
  • Palabras clave Boca-oído electrónico

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