Efectos de las consultas boca a boca en redes sociales en la compra de cosméticos en Ecuador

Abstract

Las redes sociales han reestructurado el paradigma de la comunicación en el marketing. Investigaciones recientes demuestran que la conducta de consultar reseñas está adquiriendo un rol fundamental en la decisión de compra de los consumidores. En este contexto, el presente estudio desarrolló un marco de investigación para determinar la cadena de relación entre influencia social, credibilidad percibida del boca a boca, adopción del boca a boca e intención de compra aplicada a la industria cosmética del Ecuador. A través de una muestra de 406 consumidores y la aplicación del método de análisis de ecuaciones estructurales, los resultados evidencian el vínculo existente entre las variables planteadas. Se presentan importantes implicaciones para la gestión de la comunicación del sector analizado.

Influence of Electronic Word-Of-Mouth on Restaurant Choice Decisions: Does It Depend on Gender in the Millennial Generation?

“…One of the most widely shared contributions in the literature on the motivations for consulting eWOM is that of Kim et al [23], which has been supported by several previous research studies, such as the work of Chen et al [38], Engelbertink and van Hullebusch [39], Hussain et al [40], Mendoza-Moreira and Moliner-Velázquez [41], Moliner-Velázquez et al [25,42], and Vajjhala and Ghosh [43]. Their classification is made up of the following three dimensions: convenience, social, and risk reduction.…”

Motivations toward Electronic Word-of-Mouth Sending Behavior Regarding Restaurant Experiences in the Millennial Generation

“…The central objective of this research is to explore the relationship between motivations toward sending EWOM, specifically in the dimensions of extroversion [27], social benefits [28], altruism derating role of EWOM consultation behavior to determine if it significantly affects the relationship between these motivations and the diffusion of EWOM among the Millennial generation in the restaurant context [29]. Although there are studies that address the antecedents of EWOM queries [30,31] and their effects on purchase intentions [32], there is no empirical evidence on the moderating effect that these consultations may have prior to the purchase decision.…”

“…The geographical context for analyzing these relationships is Ecuador, a developing country with cultural, economic, technological, and social particularities that are especially different from developed countries [33]. Empirical studies on EWOM behavior applied to this population are scarce [30,34]. Therefore, it is necessary to improve knowledge of this type of behavior in this country and deepen future research into the differences with respect to other cultures.…”