Evaluación de los efectos de la confianza del consumidor sobre el boca-oído electrónico (e-WoM) en tiendas de comercio electrónico en Colombia
ilustraciones, gráficas, tablas
- Autores:
-
Hernández Diaz, Linda Rocio
- Tipo de recurso:
- Fecha de publicación:
- 2021
- Institución:
- Universidad Nacional de Colombia
- Repositorio:
- Universidad Nacional de Colombia
- Idioma:
- spa
- OAI Identifier:
- oai:repositorio.unal.edu.co:unal/81155
- Palabra clave:
- 650 - Gerencia y servicios auxiliares::659 - Publicidad y relaciones públicas
Electronic commerce
Marketing
Consumer confidence
Comercio electrónico
Mercadeo
Confianza del consumidor
Comercio electrónico
e-WoM
Boca-oído electrónico
Confianza
e-commerce
e-WoM
Electronic word-of-mouth
Trust
- Rights
- openAccess
- License
- Reconocimiento 4.0 Internacional
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| dc.title.spa.fl_str_mv |
Evaluación de los efectos de la confianza del consumidor sobre el boca-oído electrónico (e-WoM) en tiendas de comercio electrónico en Colombia |
| dc.title.translated.eng.fl_str_mv |
Evaluation of the effects of consumer trust on electronic word-of-mouth (e-WoM) in e-commerce stores in Colombia |
| title |
Evaluación de los efectos de la confianza del consumidor sobre el boca-oído electrónico (e-WoM) en tiendas de comercio electrónico en Colombia |
| spellingShingle |
Evaluación de los efectos de la confianza del consumidor sobre el boca-oído electrónico (e-WoM) en tiendas de comercio electrónico en Colombia 650 - Gerencia y servicios auxiliares::659 - Publicidad y relaciones públicas Electronic commerce Marketing Consumer confidence Comercio electrónico Mercadeo Confianza del consumidor Comercio electrónico e-WoM Boca-oído electrónico Confianza e-commerce e-WoM Electronic word-of-mouth Trust |
| title_short |
Evaluación de los efectos de la confianza del consumidor sobre el boca-oído electrónico (e-WoM) en tiendas de comercio electrónico en Colombia |
| title_full |
Evaluación de los efectos de la confianza del consumidor sobre el boca-oído electrónico (e-WoM) en tiendas de comercio electrónico en Colombia |
| title_fullStr |
Evaluación de los efectos de la confianza del consumidor sobre el boca-oído electrónico (e-WoM) en tiendas de comercio electrónico en Colombia |
| title_full_unstemmed |
Evaluación de los efectos de la confianza del consumidor sobre el boca-oído electrónico (e-WoM) en tiendas de comercio electrónico en Colombia |
| title_sort |
Evaluación de los efectos de la confianza del consumidor sobre el boca-oído electrónico (e-WoM) en tiendas de comercio electrónico en Colombia |
| dc.creator.fl_str_mv |
Hernández Diaz, Linda Rocio |
| dc.contributor.advisor.spa.fl_str_mv |
Duque Olivera, Edison Jair |
| dc.contributor.author.none.fl_str_mv |
Hernández Diaz, Linda Rocio |
| dc.contributor.researchgroup.spa.fl_str_mv |
Griego (Grupo Investigación en Gestión y Organizaciones) |
| dc.subject.ddc.spa.fl_str_mv |
650 - Gerencia y servicios auxiliares::659 - Publicidad y relaciones públicas |
| topic |
650 - Gerencia y servicios auxiliares::659 - Publicidad y relaciones públicas Electronic commerce Marketing Consumer confidence Comercio electrónico Mercadeo Confianza del consumidor Comercio electrónico e-WoM Boca-oído electrónico Confianza e-commerce e-WoM Electronic word-of-mouth Trust |
| dc.subject.lemb.eng.fl_str_mv |
Electronic commerce Marketing Consumer confidence |
| dc.subject.lemb.spa.fl_str_mv |
Comercio electrónico Mercadeo Confianza del consumidor |
| dc.subject.proposal.spa.fl_str_mv |
Comercio electrónico e-WoM Boca-oído electrónico Confianza |
| dc.subject.proposal.eng.fl_str_mv |
e-commerce e-WoM Electronic word-of-mouth Trust |
| description |
ilustraciones, gráficas, tablas |
| publishDate |
2021 |
| dc.date.issued.none.fl_str_mv |
2021 |
| dc.date.accessioned.none.fl_str_mv |
2022-03-08T18:31:21Z |
| dc.date.available.none.fl_str_mv |
2022-03-08T18:31:21Z |
| dc.type.spa.fl_str_mv |
Trabajo de grado - Maestría |
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info:eu-repo/semantics/masterThesis |
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info:eu-repo/semantics/acceptedVersion |
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Text |
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http://purl.org/redcol/resource_type/TM |
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acceptedVersion |
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https://repositorio.unal.edu.co/handle/unal/81155 |
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Universidad Nacional de Colombia |
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Repositorio Institucional Universidad Nacional de Colombia |
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https://repositorio.unal.edu.co/ |
| url |
https://repositorio.unal.edu.co/handle/unal/81155 https://repositorio.unal.edu.co/ |
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Universidad Nacional de Colombia Repositorio Institucional Universidad Nacional de Colombia |
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spa |
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spa |
| dc.relation.references.spa.fl_str_mv |
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Reconocimiento 4.0 Internacionalhttp://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccesshttp://purl.org/coar/access_right/c_abf2Duque Olivera, Edison Jair7f21113d5bf2a03cdfb1220f20f27be2600Hernández Diaz, Linda Rocio0af9733810cdf86565d21c65827e9adc600Griego (Grupo Investigación en Gestión y Organizaciones)2022-03-08T18:31:21Z2022-03-08T18:31:21Z2021https://repositorio.unal.edu.co/handle/unal/81155Universidad Nacional de ColombiaRepositorio Institucional Universidad Nacional de Colombiahttps://repositorio.unal.edu.co/ilustraciones, gráficas, tablasEl comercio electrónico tuvo un crecimiento significativo durante el 2020 debido a las medidas impuestas para contener la pandemia de COVID-19. Sin embargo, no todas las categorías de productos aumentaron sus ventas a través del canal digital, por lo que aquellas con comportamientos menos favorables requieren estrategias que contribuyan a estimularlas. En este sentido, el boca-oído electrónico, voz a voz electrónico o e-WoM se ha convertido en una herramienta fundamental para incentivar el e-commerce, razón por la cual es importante analizar las variables que afectan el e-WoM. En otros países se ha demostrado que la confianza del consumidor en una tienda en línea promueve el e-WoM sobre esta; no obstante, la relación entre estas variables no se había estudiado en el contexto colombiano, por lo que esta investigación ha planteado llenar este vacío. Para el análisis, se estableció un modelo de ecuaciones estructurales a partir de las escalas de confianza y e-WoM encontradas en la literatura, que se comprobó mediante la técnica de regresión de mínimos cuadrados parciales en el software SmartPLS3. A partir de ello fue posible concluir que los expertos en marketing del mercado nacional deben buscar mecanismos para fortalecer la confianza en las tiendas de comercio electrónico, tales como mejorar las garantías de los productos y optimizar los procedimientos de devolución y reclamación, pues con ello contribuirán a la difusión de recomendaciones y comentarios por diferentes medios online. (Texto tomado de la fuente).E-commerce saw significant growth during 2020 due to the measures imposed to contain the COVID-19 pandemic. However, not all product categories increased their sales through the digital channel, so those with less favorable behaviors require strategies that help stimulate them. In this sense, electronic word-of-mouth or e-WoM has become a fundamental tool to encourage e-commerce, which is why it is important to analyze the variables that affect e-WoM. In other countries it has been shown that consumer trust in an online store promotes e-WoM; however, the relationship between these variables had not been studied in the Colombian context, so this research has proposed to fill this gap. For the analysis, a structural equation model was established from the scales of trust and e-WoM found in the literature, which was tested using the partial least squares regression technique in SmartPLS3 software. From this it was possible to conclude that marketing experts in the domestic market should seek mechanisms to strengthen trust in e-commerce stores, such as improving product warranties and optimizing return and complaint procedures, as this will contribute to the dissemination of recommendations and comments through different online media.Incluye anexosMaestríaMagíster en AdministraciónMarketingxi, 77 páginasapplication/pdfspaUniversidad Nacional de ColombiaBogotá - Ciencias Económicas - Maestría en AdministraciónEscuela de Administración y Contaduría PúblicaFacultad de Ciencias EconómicasBogotá, ColombiaUniversidad Nacional de Colombia - Sede Bogotá650 - Gerencia y servicios auxiliares::659 - Publicidad y relaciones públicasElectronic commerceMarketingConsumer confidenceComercio electrónicoMercadeoConfianza del consumidorComercio electrónicoe-WoMBoca-oído electrónicoConfianzae-commercee-WoMElectronic word-of-mouthTrustEvaluación de los efectos de la confianza del consumidor sobre el boca-oído electrónico (e-WoM) en tiendas de comercio electrónico en ColombiaEvaluation of the effects of consumer trust on electronic word-of-mouth (e-WoM) in e-commerce stores in ColombiaTrabajo de grado - Maestríainfo:eu-repo/semantics/masterThesisinfo:eu-repo/semantics/acceptedVersionTexthttp://purl.org/redcol/resource_type/TMColombiaAbubakar, A. M., Ilkan, M., Meshall Al-Tal, R. & Eluwole, K. K. (2017). eWOM, revisit intention, destination trust and gender. Journal of Hospitality and Tourism Management, 31, 220–227. https://doi.org/10.1016/j.jhtm.2016.12.005Anaya-Sánchez, R., Aguilar-Illescas, R., Molinillo, S. & Martínez-López, F. J. (2020). Trust and loyalty in online brand communities. Spanish Journal of Marketing - ESIC, 24(2), 177–191. https://doi.org/10.1108/SJME-01-2020-0004Aslam, W., Farhat, K. & Arif, I. (2019). Role of electronic word of mouth on purchase intention. International Journal of Business Information Systems, 30(4), 411–426. https://doi.org/10.1504/IJBIS.2019.099304Asociación Nacional de Empresarios de Colombia. (2019). Informe de la Encuesta de Transformación Digital 2019 (Vol. 7, Issue 2).Awad, N. F. & Ragowsky, A. (2008). Establishing trust in electronic commerce through online word of mouth: An examination across genders. 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Industrial Management & Data Systems, 115(2), 235–252.Co-creación de valor, compromiso del cliente y e-WoM: antecedentes, consecuencias y modelos de aplicación al comercio electrónicoUniversidad Espíritu SantoUniversidad Nacional de ColombiaAdministradoresEstudiantesInvestigadoresMaestrosPúblico generalResponsables políticosORIGINAL1033731941.2021.pdf1033731941.2021.pdfTesis de Maestría en Administraciónapplication/pdf898613https://repositorio.unal.edu.co/bitstream/unal/81155/1/1033731941.2021.pdf190c5f9aa489908ab9231f8b88dd7830MD51LICENSElicense.txtlicense.txttext/plain; charset=utf-84074https://repositorio.unal.edu.co/bitstream/unal/81155/2/license.txt8153f7789df02f0a4c9e079953658ab2MD52THUMBNAIL1033731941.2021.pdf.jpg1033731941.2021.pdf.jpgGenerated Thumbnailimage/jpeg5253https://repositorio.unal.edu.co/bitstream/unal/81155/3/1033731941.2021.pdf.jpgf79e3162559a18404e7836922d258024MD53unal/81155oai:repositorio.unal.edu.co:unal/811552023-08-02 23:04:03.386Repositorio Institucional 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