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
Acceso en línea:
https://repositorio.unal.edu.co/handle/unal/85094
https://repositorio.unal.edu.co/
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
id UNACIONAL2_59af30683dfa159947fec3f6a1c1412c
oai_identifier_str oai:repositorio.unal.edu.co:unal/85094
network_acronym_str UNACIONAL2
network_name_str Universidad Nacional de Colombia
repository_id_str
dc.title.spa.fl_str_mv 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
dc.type.spa.fl_str_mv Trabajo de grado - Maestría
dc.type.driver.spa.fl_str_mv info:eu-repo/semantics/masterThesis
dc.type.version.spa.fl_str_mv info:eu-repo/semantics/acceptedVersion
dc.type.content.spa.fl_str_mv Text
dc.type.redcol.spa.fl_str_mv http://purl.org/redcol/resource_type/TM
status_str acceptedVersion
dc.identifier.uri.none.fl_str_mv https://repositorio.unal.edu.co/handle/unal/85094
dc.identifier.instname.spa.fl_str_mv Universidad Nacional de Colombia
dc.identifier.reponame.spa.fl_str_mv Repositorio Institucional Universidad Nacional de Colombia
dc.identifier.repourl.spa.fl_str_mv https://repositorio.unal.edu.co/
url https://repositorio.unal.edu.co/handle/unal/85094
https://repositorio.unal.edu.co/
identifier_str_mv Universidad Nacional de Colombia
Repositorio Institucional Universidad Nacional de Colombia
dc.language.iso.spa.fl_str_mv spa
language spa
dc.relation.references.spa.fl_str_mv 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
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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
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dc.format.extent.spa.fl_str_mv xi, 67 páginas
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dc.coverage.country.none.fl_str_mv Colombia
dc.publisher.spa.fl_str_mv Universidad Nacional de Colombia
dc.publisher.program.spa.fl_str_mv Bogotá - Ciencias Económicas - Maestría en Administración
dc.publisher.faculty.spa.fl_str_mv Facultad de Ciencias Económicas
dc.publisher.place.spa.fl_str_mv Bogotá, Colombia
dc.publisher.branch.spa.fl_str_mv Universidad Nacional de Colombia - Sede Bogotá
institution Universidad Nacional de Colombia
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spelling 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.pdf719bbef7fb748b0f7bc5df6ec9bda47bMD52THUMBNAIL1052386222.2023.pdf.jpg1052386222.2023.pdf.jpgGenerated Thumbnailimage/jpeg4978https://repositorio.unal.edu.co/bitstream/unal/85094/3/1052386222.2023.pdf.jpg8d071cfdff675f5a8e96fc8bdb4d29aaMD53unal/85094oai:repositorio.unal.edu.co:unal/850942024-08-20 23:10:33.461Repositorio Institucional Universidad Nacional de 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