Efecto del modelo e-servicescape sobre el comportamiento eWOM, la lealtad de marca y la intención de compra en línea a través de la confianza en el sitio web en la industria de supermercados
DOI:
https://doi.org/10.29105/vtga7.1-140Keywords:
Confianza, eWOM, e-Servicescape.Abstract
Gracias al nivel de penetración del Internet y, del comercio electrónico entre los usuarios surgió la necesidad de estudiar al comprador en línea desde el punto de vista de su comportamiento y hábitos en Internet. El objetivo del presente trabajo consistió en analizar el efecto del modelo e-servicescape sobre las intenciones de comportamiento en Internet, tales como el eWOM, la lealtad de marca y, la intención de compra, utilizando como mediadora a la confianza en el sitio web, entre los compradores en línea de supermercados. Y fue a través de una investigación cuantitativa que se aplicó un cuestionario en línea a consumidores habituales de productos de supermercados localizados en la región de Tamaulipas y Nuevo León, México. Dentro de los principales resultados se concluyó que el modelo e-servicescape tiene un efecto directo sobre la lealtad de marca, la intención de compra y, el comportamiento eWOM. Sin embargo, resultó interesante encontrar que el efecto indirecto por medio de la confianza en el sitio web no pudo ser comprobado en las tres variables a explicar, por lo tanto, es que se plantearon posibles razones de lo anterior.
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