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

Revista Europea de Dirección y Economía de la Empresa Pub Date : 2015-05-01 DOI:10.1016/j.redee.2015.03.002

Jorge Matute Vallejo, Yolanda Polo Redondo, Ana Utrillas Acerete

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引用次数: 31

Abstract

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.

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电子耳塞的特点及其对网上回购意愿的影响

随着互联网作为信息交换工具的日益扩大，公司在其网站中加入了一个虚拟空间，以便用户之间共享信息。本研究探讨消费者评论(电子口碑数量、可信度和质量)作为消费者在线再购买意愿前因的特征。特别地，它提出了对在线卖家的信任、消费者的行为和网站的感知有用性对再购买意愿的影响模型。为了验证这些假设，我们采用了一项在线调查，使用了252名顾客作为方便样本。采用偏最小二乘结构方程模型对研究模型进行检验。结果表明，eom的所有特征都对网站的感知有用性有积极的影响。此外，只有电子商务质量对网上卖家信任有正向直接影响，电子商务数量对网上卖家信任有负向影响。这项工作强调了对在线卖家的态度和网站的感知有用性作为在线回购意愿的先决条件的重要性。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Revista Europea de Dirección y Economía de la Empresa

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