Evaluación de la relación entre el boca-oído electrónico (e-WOM) y la cocreación de valor en tiendas de comercio electrónico en Colombia
ilustraciones, diagramas
- Autores:
-
Vega Cabra, Angela Patricia
- Tipo de recurso:
- Fecha de publicación:
- 2023
- Institución:
- Universidad Nacional de Colombia
- Repositorio:
- Universidad Nacional de Colombia
- Idioma:
- spa
- OAI Identifier:
- oai:repositorio.unal.edu.co:unal/85094
- Palabra clave:
- Comercio electrónico
Mercadeo por internet
Electronic commerce
e-WOM
Boca-oído electrónico
Co-creación de valor
Comercio electrónico
e-WOM
Electronic Word-of-mouth
Value-cocreation
E-commerce
- Rights
- openAccess
- License
- Atribución-NoComercial 4.0 Internacional
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Evaluación de la relación entre el boca-oído electrónico (e-WOM) y la cocreación de valor en tiendas de comercio electrónico en Colombia |
| dc.title.translated.eng.fl_str_mv |
Evaluation of the relationship between electronic Word-of-mouth (e-WOM) and value co-creation in e-commerce stores in Colombia |
| title |
Evaluación de la relación entre el boca-oído electrónico (e-WOM) y la cocreación de valor en tiendas de comercio electrónico en Colombia |
| spellingShingle |
Evaluación de la relación entre el boca-oído electrónico (e-WOM) y la cocreación de valor en tiendas de comercio electrónico en Colombia Comercio electrónico Mercadeo por internet Electronic commerce e-WOM Boca-oído electrónico Co-creación de valor Comercio electrónico e-WOM Electronic Word-of-mouth Value-cocreation E-commerce |
| title_short |
Evaluación de la relación entre el boca-oído electrónico (e-WOM) y la cocreación de valor en tiendas de comercio electrónico en Colombia |
| title_full |
Evaluación de la relación entre el boca-oído electrónico (e-WOM) y la cocreación de valor en tiendas de comercio electrónico en Colombia |
| title_fullStr |
Evaluación de la relación entre el boca-oído electrónico (e-WOM) y la cocreación de valor en tiendas de comercio electrónico en Colombia |
| title_full_unstemmed |
Evaluación de la relación entre el boca-oído electrónico (e-WOM) y la cocreación de valor en tiendas de comercio electrónico en Colombia |
| title_sort |
Evaluación de la relación entre el boca-oído electrónico (e-WOM) y la cocreación de valor en tiendas de comercio electrónico en Colombia |
| dc.creator.fl_str_mv |
Vega Cabra, Angela Patricia |
| dc.contributor.advisor.none.fl_str_mv |
Duque Oliva, Edison Jair |
| dc.contributor.author.none.fl_str_mv |
Vega Cabra, Angela Patricia |
| dc.subject.lemb.spa.fl_str_mv |
Comercio electrónico Mercadeo por internet |
| topic |
Comercio electrónico Mercadeo por internet Electronic commerce e-WOM Boca-oído electrónico Co-creación de valor Comercio electrónico e-WOM Electronic Word-of-mouth Value-cocreation E-commerce |
| dc.subject.lemb.eng.fl_str_mv |
Electronic commerce |
| dc.subject.proposal.spa.fl_str_mv |
e-WOM Boca-oído electrónico Co-creación de valor Comercio electrónico |
| dc.subject.proposal.eng.fl_str_mv |
e-WOM Electronic Word-of-mouth Value-cocreation E-commerce |
| description |
ilustraciones, diagramas |
| publishDate |
2023 |
| dc.date.accessioned.none.fl_str_mv |
2023-12-14T01:53:02Z |
| dc.date.available.none.fl_str_mv |
2023-12-14T01:53:02Z |
| dc.date.issued.none.fl_str_mv |
2023 |
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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/85094 |
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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/ |
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https://repositorio.unal.edu.co/handle/unal/85094 https://repositorio.unal.edu.co/ |
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Universidad Nacional de Colombia Repositorio Institucional Universidad Nacional de Colombia |
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spa |
| language |
spa |
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Akdim, K. (2021). The influence of eWOM. Analyzing its characteristics and consequences, and future research lines. Spanish Journal of Marketing - ESIC, 25(2), 239-259. doi:10.1108/SJME-10-2020-0186 Alves, H., Fernandes, C., & Raposo, M. (2016). Value co-creation: Concept and contexts of application and study. Journal of Business Research, 69(5), 1626-1633. https://doi.org/10.1016/j.jbusres.2015.10.029 Anaza, N. A., & Zhao, J. (2013). Encounter-based antecedents of e-customer citizenship behaviors. Journal of Services Marketing, 27(2), 130-140. doi:10.1108/08876041311309252 Asokan, D., & Saravanan, S. (2017). Influence of social media communication on purchase intentions: Role of electronic word-of-mouth, trust aspects and value co-creation. International Journal of Applied Business and Economic Research, 15(4), 145-157 Babić Rosario, A., de Valck, K., & Sotgiu, F. (2020). Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation. Journal of the Academy of Marketing Science, 48(3), 422-448. doi:10.1007/s11747-019-00706-1 BlackSkip. (2022). Reporte de Industria: El eCommerce en Colombia 2021-2022. https://blacksip.com/biblioteca-virtual/e-books-reporte-de-industria/ Cámara Colombiana de Comercio Electrónico. (2023). Informe del Comercio Electrónico en 2022 y Perspectivas 2023. https://www.ccce.org.co/gestion-gremial/ Carcelén, S., & Díaz, P. (2022). Brand co-creation through eWOM: profile, attitudes, and users’ behaviour. Revista Mediterranea de Comunicacion, 13(1), 267-283. doi:10.14198/MEDCOM.19924 Cheung, C. M., Lee, M. K., & Rabjohn, N. (2008). The impact of electronic word‐of‐mouth: The adoption of online opinions in online customer communities. Internet research, 18(3), 229-247. Cheung, C. M., & Lee, M. K. (2012). What drives consumers to spread electronic word of mouth in online consumer-opinion platforms. Decision support systems, 53(1), 218-225. Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic Word-Of-Mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47-75. doi:10.2501/IJA-30-1-047-075 Chu, S. C., & Kim, J. (2018). The current state of knowledge on electronic word-of-mouth in advertising research. International Journal of Advertising, 37(1), 1-13. doi:10.1080/02650487.2017.1407061 Departamento Nacional de Planeación. (2020) Política Nacional de Comercio Electrónico. Documento Conpes 4012. https://colaboracion.dnp.gov.co/CDT/Conpes/Econ%C3%B3micos/4012.pdf Díaz, L. R. H. (2023). Evaluación de los efectos de la confianza del consumidor sobre el boca-oído electrónico (e-WoM) en tiendas de comercio electrónico en Colombia. Innovar: Revista de ciencias administrativas y sociales, 33(87), 123-138. https://doi.org/10.15446/innovar.v33n87.105513 Duque, Edison. (2020). Nota técnica -Investigación Guía Introductoria a la Investigación. Facultad de Ciencias Económicas, Universidad Nacional de Colombia. DOI:10.13140/RG.2.2.35419.90401 Duque, P., & Duque Oliva, E. J. (2022). Tendencias emergentes en la literatura sobre el compromiso del cliente: un análisis bibliométrico. Estudios Gerenciales, 38(162), 120-132. Evans, Michelle (2023) Three E-Commerce Trends That Will Change How We Shop In 2023. https://www.forbes.com/sites/michelleevans1/2023/02/14/three-e-Commerce-trends-that-will-change-how-we-shop-in-2023/?sh=4d81b76b71eb Frasquet-Deltoro, M., Alarcón-del-Amo, M. D. C., & Lorenzo-Romero, C. (2019). Antecedents and consequences of virtual customer co-creation behaviours. Internet Research, 29(1), 218-244. doi:10.1108/IntR-06-2017-0243 Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). e-WOM Scale: Word-of-mouth measurement scale for e-services context. Canadian Journal of Administrative Sciences, 27(1), 5-23. doi:10.1002/cjas.129 Grönroos, C., & Gummerus, J. (2014). The service revolution and its marketing implications: Service logic vs service-dominant logic. Managing Service Quality, 24(3), 206-229. doi:10.1108/MSQ-03-2014-0042 Hair, J., Bush, R., & Ortinau, D. (2010). Investigación de mercados en un ambiente de información digital. ed. 4ta México: Editorial McGraw-Hill. Hair, J., LDS Gabriel, M., Silva, D. D., & Braga, S. (2019b). Development and validation of attitudes measurement scales: fundamental and practical aspects. RAUSP Management Journal, 54, 490-507. https://doi.org/10.1108/RAUSP-05-2019-0098 Hair, J., Risher, J.J., Sarstedt, M. and Ringle, C.M. (2019a), When to use and how to report the results of PLS-SEM, European Business Review, 31(1) 2-24. https://doi.org/10.1108/EBR-11-2018-0203 Hair, J., Sarstedt, M., Pieper, T. M., & Ringle, C. M. (2012). The use of partial least squares structural equation modeling in strategic management research: a review of past practices and recommendations for future applications. Long range planning, 45(5-6), 320-340. Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?. Journal of interactive marketing, 18(1), 38-52. Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., & Skiera, B. (2010). The impact of new media on customer relationships. Journal of Service Research, 13(3), 311-330. doi:10.1177/1094670510375460 Hennig-Thurau, T., Walsh, G., & Walsh, G. (2003). Electronic word-of-mouth: Motives for and consequences of reading customer articulations on the Internet. International journal of electronic commerce, 8(2), 51-74. Hussain, S., Guangju, W., Jafar, R. M. S., Ilyas, Z., Mustafa, G., & Jianzhou, Y. (2018). Consumers’ online information adoption behavior: Motives and antecedents of electronic word of mouth communications. Computers in Human Behavior, 80, 22-32. doi:10.1016/j.chb.2017.09.019 Ismagilova, E., Rana, N. P., Slade, E. L., & Dwivedi, Y. K. (2021). A meta-analysis of the factors affecting eWOM providing behaviour. European Journal of Marketing, 55(4), 1067-1102. doi:10.1108/EJM-07-2018-0472 Kunja, S. R., & Gvrk, A. (2020). Examining the effect of eWOM on the customer purchase intention through value co-creation (VCC) in social networking sites (SNSs): A study of select Facebook fan pages of smartphone brands in India. Management Research Review, 43(3), 245-269. doi:10.1108/MRR-04-2017-0128 Kusawat, P., & Teerakapibal, S. (2022). Cross-cultural electronic word-of-mouth: a systematic literature review. Spanish Journal of Marketing - ESIC. doi:10.1108/SJME-06-2021-0116 Lim, Y. s., & Van Der Heide, B. (2015). Evaluating the wisdom of strangers: The perceived credibility of online consumer reviews on yelp. Journal of Computer-Mediated Communication, 20(1), 67-82. doi:10.1111/jcc4.12093 Meneses, J. (2019). Introducción al análisis multivariante. Universitat Oberta de Catalunya. Merz, M. A., Zarantonello, L., & Grappi, S. (2018). How valuable are your customers in the brand value co-creation process? The development of a Customer Co-Creation Value (CCCV) scale. Journal of Business Research, 82, 79-89. doi:10.1016/j.jbusres.2017.08.018 Mishra, A., & Satish, S. M. (2016). eWOM: Extant Research Review and Future Research Avenues. Vikalpa, 41(3), 222-233. doi:10.1177/0256090916650952 Observatorio de comercio electrónico (2022) Indicadores estadísticos MECE. https://observatorioecommerce.mintic.gov.co/797/articles-236944_recurso_1.pdf Observatorio de comercio electrónico (2023). ABC del eCommerce. https://observatorioecommerce.mintic.gov.co/797/w3-propertyvalue-377737.html Okoeguale, A. (2023). Brand Value Co-creation Revisited: A Critical Review of Studies. Academic Journal of Interdisciplinary Studies, 12(2), 323-336. doi:10.36941/ajis-2023-0052 Osorio, C, Arango, E. & Rodriguez, H. (2023). Voz a voz electrónico: una revisión sistemática de literatura. Revista Guillermo de Ockham, 21(1), 273-287. doi:10.21500/22563202.5492 Payne, A., Storbacka, K., Frow, P., & Knox, S. (2009). Co-creating brands: Diagnosing and designing the relationship experience. Journal of Business Research, 62(3), 379-389. doi:10.1016/j.jbusres.2008.05.013 Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5-14. doi:10.1002/dir.20015 Ramaswamy, V. (2011). It's about human experiences… and beyond, to co-creation. Industrial marketing management, 40(2), 195-196. Ramaswamy, V., & Ozcan, K. (2018). What is co-creation? An interactional creation framework and its implications for value creation. Journal of Business Research, 84, 196-205. doi:10.1016/j.jbusres.2017.11.027 Ramírez, P. E., Mariano, A. M., & Salazar, E. A. (2014). Propuesta Metodológica para aplicar modelos de ecuaciones estructurales con PLS: El caso del uso de las bases de datos científicas en estudiantes universitarios. Revista ADMpg, 7(2) Ranjan, K. R., & Read, S. (2016). Value co-creation: concept and measurement. Journal of the Academy of Marketing Science, 44(3), 290-315. doi:10.1007/s11747-014-0397-2 Rodríguez Orejuela, A., Osorio Andrade, C. F., & Peláez Muñoz, J. (2020). Two decades of research in Electronic Word of Mouth: a bibliometric analysis. Pensamiento & Gestión, (48), 251-275. Sarstedt, M., Hair Jr, J. F., Cheah, J. H., Becker, J. M., & Ringle, C. M. (2019). How to specify, estimate, and validate higher-order constructs in PLS-SEM. Australasian marketing journal, 27(3), 197-211. See-To, E., & Ho, K. (2014). Value co-creation and purchase intention in social network sites: The role of electronic Word-of-Mouth and trust - A theoretical analysis. Computers in Human Behavior, 31(1), 182-189. doi:10.1016/j.chb.2013.10.013 Seifert, C., & Kwon, W. S. (2020). SNS eWOM sentiment: impacts on brand value co-creation and trust. Marketing Intelligence and Planning, 38(1), 89-102. doi:10.1108/MIP-11-2018-0533 Statista. (2022). Colombia: usuarios de comercio electrónico. Recuperado 20 de marzo de 2023. https://es.statista.com/previsiones/1334308/usuarios-de-comercio-electronico-en-colombia#:~:text=Publicado%20por%20Statista%20Research%20Department%2C%2013%20mar%202023,el%20n%C3%BAmero%20de%20usuarios%20aumentar%C3%A1%20a%2027%2C8%20millones. Sun, T., Youn, S., Wu, G., & Kuntaraporn, M. (2006). Online word-of-mouth (or mouse): An exploration of its antecedents and consequences. Journal of computer-mediated communication,11(4), 1104-1127. Tuisku, O., Ilves, M., Lylykangas, J., Surakka, V., Rytövuori, S., Ainasoja, M., & Ruohonen, M. J. (2017). Effects of electronic word-of-mouth on the potential customer's emotions and product image. International Journal of e-Business Research, 13(4), 1-14. doi:10.4018/IJEBR.2017100101 United Nations Conference on Trade and Development. (2020). The UNCTAD B2C E-Commerce Index 2020, Spotlight on Latin America and the Caribbean. https://unctad.org/system/files/official-document/tn_unctad_ict4d17_en.pdf Vargo, S. L., & Lusch, R. F. (2004a). Evolving to a New Dominant Logic for Marketing. Journal of Marketing, 68(1), 17. https://doi.org/10.1509/jmkg.68.1.1.24036 Vargo, S. L., & Lusch, R. F. (2004b). The Four Service Marketing Myths: Remnants of a Goods-Based, Manufacturing Model. Journal of Service Research, 6(4), 324–335. https://doi.org/10.1177/1094670503262946 Xie, X. Z., Tsai, N. C., Xu, S. Q., & Zhang, B. Y. (2019). Does customer co-creation value lead to electronic word-of-mouth? An empirical study on the short-video platform industry. Social Science Journal, 56(3), 401-416. doi:10.1016/j.soscij.2018.08.010 Yi, Y., & Gong, T. (2013). Customer value co-creation behavior: Scale development and validation. Journal of Business Research, 66(9), 1279-1284. doi:10.1016/j.jbusres.2012.02.026 Zhang, M., Guo, L., Hu, M., & Liu, W. (2017). Influence of customer engagement with company social networks on stickiness: Mediating effect of customer value creation. International Journal of Information Management, 37(3), 229-240. doi:10.1016/j.ijinfomgt.2016.04.010 |
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Colombia |
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Universidad Nacional de Colombia |
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Bogotá - Ciencias Económicas - Maestría en Administración |
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Facultad de Ciencias Económicas |
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Bogotá, Colombia |
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Universidad Nacional de Colombia - Sede Bogotá |
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Atribución-NoComercial 4.0 Internacionalhttp://creativecommons.org/licenses/by-nc/4.0/info:eu-repo/semantics/openAccesshttp://purl.org/coar/access_right/c_abf2Duque Oliva, Edison Jair706a76ec71f8ad582d4a341b76fcd8ceVega Cabra, Angela Patricia14b058678c74bd695a4036724b02ad792023-12-14T01:53:02Z2023-12-14T01:53:02Z2023https://repositorio.unal.edu.co/handle/unal/85094Universidad Nacional de ColombiaRepositorio Institucional Universidad Nacional de Colombiahttps://repositorio.unal.edu.co/ilustraciones, diagramasLas ventas de e-commerce en Colombia crecieron un 40% en 2021, el mayor crecimiento en 6 años y se espera que el comercio electrónico total crezca un 14% en 2023. Hay desafíos en la región, en torno a la capacidad de enfrentar los retos asociados con el fortalecimiento del sector de comercio electrónico, especialmente en aspectos como la confianza en la seguridad digital, la adopción y el acceso a internet. Colombia tiene un gran potencial para el crecimiento del comercio electrónico y dado que el e-WOM puede influir en la intención de compra a través de la co-creación de valor, este estudio evalúa la relación entre el e-WOM y la co-creación de valor en tiendas de comercio electrónico en Colombia, a partir de una muestra de 1501 encuestados mediante la aplicación de la técnica de segunda generación PLS-SEM, a través del software SmartPLS4. Como resultados finales se encuentra que el modelo estructural presentado tiene poder predictivo moderado dentro de la muestra y que en Colombia el e-WOM tiene un efecto significativo sobre la co-creación de valor en tiendas de comercio electrónico. (Texto tomado de la fuente)E-commerce sales in Colombia grew by 40% in 2021, the highest growth in 6 years, and total e-commerce is expected to grow by 14% in 2023. There are challenges in the region around the ability to face the challenges associated with strengthening the e-commerce sector, especially in aspects such as trust in digital security, adoption and internet access. Colombia has great potential for e-commerce growth and because e-WOM can influence purchase intention through value co-creation, this study evaluates the relationship between e-WOM and value co-creation in e-commerce stores in Colombia, based on a sample of 1501 respondents using the second-generation PLS-SEM technique, through SmartPLS4 software. As results, it is found that the presented structural model has moderate predictive power within the sample and that in Colombia e-WOM has a significant effect on value co creation in e-commerce stores.MaestríaMagíster en AdministraciónGestión de Mercadosxi, 67 páginasapplication/pdfspaUniversidad Nacional de ColombiaBogotá - Ciencias Económicas - Maestría en AdministraciónFacultad de Ciencias EconómicasBogotá, ColombiaUniversidad Nacional de Colombia - Sede BogotáEvaluación de la relación entre el boca-oído electrónico (e-WOM) y la cocreación de valor en tiendas de comercio electrónico en ColombiaEvaluation of the relationship between electronic Word-of-mouth (e-WOM) and value co-creation in e-commerce stores in ColombiaTrabajo de grado - Maestríainfo:eu-repo/semantics/masterThesisinfo:eu-repo/semantics/acceptedVersionTexthttp://purl.org/redcol/resource_type/TMColombiaAkdim, K. (2021). The influence of eWOM. Analyzing its characteristics and consequences, and future research lines. Spanish Journal of Marketing - ESIC, 25(2), 239-259. doi:10.1108/SJME-10-2020-0186Alves, H., Fernandes, C., & Raposo, M. (2016). Value co-creation: Concept and contexts of application and study. Journal of Business Research, 69(5), 1626-1633. https://doi.org/10.1016/j.jbusres.2015.10.029Anaza, N. A., & Zhao, J. (2013). Encounter-based antecedents of e-customer citizenship behaviors. Journal of Services Marketing, 27(2), 130-140. doi:10.1108/08876041311309252Asokan, D., & Saravanan, S. (2017). Influence of social media communication on purchase intentions: Role of electronic word-of-mouth, trust aspects and value co-creation. International Journal of Applied Business and Economic Research, 15(4), 145-157Babić Rosario, A., de Valck, K., & Sotgiu, F. (2020). Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation. Journal of the Academy of Marketing Science, 48(3), 422-448. doi:10.1007/s11747-019-00706-1BlackSkip. (2022). Reporte de Industria: El eCommerce en Colombia 2021-2022. https://blacksip.com/biblioteca-virtual/e-books-reporte-de-industria/Cámara Colombiana de Comercio Electrónico. (2023). Informe del Comercio Electrónico en 2022 y Perspectivas 2023. https://www.ccce.org.co/gestion-gremial/Carcelén, S., & Díaz, P. (2022). Brand co-creation through eWOM: profile, attitudes, and users’ behaviour. Revista Mediterranea de Comunicacion, 13(1), 267-283. doi:10.14198/MEDCOM.19924Cheung, C. M., Lee, M. K., & Rabjohn, N. (2008). The impact of electronic word‐of‐mouth: The adoption of online opinions in online customer communities. Internet research, 18(3), 229-247.Cheung, C. M., & Lee, M. K. (2012). What drives consumers to spread electronic word of mouth in online consumer-opinion platforms. Decision support systems, 53(1), 218-225.Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic Word-Of-Mouth (eWOM) in social networking sites. 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International Journal of Information Management, 37(3), 229-240. doi:10.1016/j.ijinfomgt.2016.04.010Comercio electrónicoMercadeo por internetElectronic commercee-WOMBoca-oído electrónicoCo-creación de valorComercio electrónicoe-WOMElectronic Word-of-mouthValue-cocreationE-commerceLICENSElicense.txtlicense.txttext/plain; charset=utf-85879https://repositorio.unal.edu.co/bitstream/unal/85094/1/license.txteb34b1cf90b7e1103fc9dfd26be24b4aMD51ORIGINAL1052386222.2023.pdf1052386222.2023.pdfTesis de Maestría en Administraciónapplication/pdf869328https://repositorio.unal.edu.co/bitstream/unal/85094/2/1052386222.2023.pdf719bbef7fb748b0f7bc5df6ec9bda47bMD52unal/85094oai:repositorio.unal.edu.co:unal/850942023-12-13 20:54:49.132Repositorio Institucional Universidad Nacional de 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