El efecto del boca a boca electrónico en el interés de compra de los consumidores

Palabras clave: e-WOM, Youtube, interés de compra


YouTube crea oportunidades valiosas para las redes sociales con el boca a boca electrónico (eWOM en inglés). Las personas ahora hablan de productos y otros asuntos con sus amigos y nuevos conocidos en internet. El objetivo de este estudio es determinar el efecto del boca a boca electrónico en conversaciones en YouTube sobre el interés de compra de los consumidores. Basado en el Modelo de Adopción de Información y la Teoría de la Acción Razonada, se desarrolló el Modelo de Aceptación de Información. El método de esta investigación fue de carácter cuantitativo. La población analizada estuvo compuesta por los seguidores de un canal de YouTube y se seleccionó usando muestreo intencional. Se implementaron técnicas de análisis de datos usando el Modelo de Ecuaciones Estructurales del paquete Lisrel. Los resultados muestran que la calidad, credibilidad, necesidad, utilidad y adopción de la información, así como la actitud hacia la misma, influencian el interés de compra de los consumidores.

Biografía del autor/a

Amar Nuriman Izudin, Esa Unggul University

Master in Management, Esa Unggul University,
Tangerang, Indonesia, amar.nuriman@gmail.com

Endang Ruswanti, Esa Unggul University

PhD in Management, Esa Unggul University,
Tangerang, Indonesia, endang.ruswanti@esaunggul.ac.id

Moehammad Unggul Januarko, Esa Unggul University

PhD in Management, Esa Unggul University,
Tangerang, Indonesia, unggul@esaunggul.ac.id

Referencias Bibliográficas

Ajzen, J. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, v. 50, n. 2, 179-211. https://doi.org/10.1016/0749-5978(91)90020-T

Alboqami, H.; Al-Karaghouli, W.; Baeshen, Y.; Erkan, I.; Evans, C.; Ghoneim, A. (2015). Electronic word of mouth in social media: the common characteristics of retweeted and favourited marketer-generated content posted on Twitter. International Journal of Internet Marketing and Advertising, v. 9, n. 4, 338e358.

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, v. 48, 422-448. https://doi.org/10.1007/s11747-019-00706-1

Baek, H.; Oh, S.; Yang, H. D.; Ahn, J. (2017). Electronic word-of-mouth, box office revenue and social media. Electronic Commerce Research and Applications, v. 22, 13-23. https://doi.org/10.1016/j.elerap.2017.02.001

Bailey, J. E.; Pearson, S. W. (1983). Development of a tool for measuring and analyzing computer user satisfaction. Management Science, v. 29, n. 5, 530-545. http://doi.org/10.1287/mnsc.29.5.530.

Barreda, A. A.; Bilgihan, A.; Nusair, K.; Okumus, F. (2015). Generating brand awareness in online social networks. Computers in Human Behavior, v. 50, 600-609. http://doi.org/10.1016/j.chb.2015.03.023

Bickart, B.; Schindler, R. M. (2001). Internet forums as influential sources of consumer information. Journal of Interactive Marketing, v. 15, n. 3, 31-40. http://doi.org/10.1002/dir.1014

Cheung, C. M. K.; Lee, M. K. O.; Rabjohn, N. (2008). The impact of electronic word-of-mouth: the adoption of online opinions in online customer communities. Internet Research, v. 18, n. 3, 229-247. http://doi.org/10.1108/10662240810883290

Cheung, C. M. K.; Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, v. 54, n. 1, 461-470. http://doi.org/10.1016/j.dss.2012.06.008

Chu, S. C.; Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising, v. 30, n. 1, 47-75. http://doi.org/10.2501/IJA-30-1-047-075

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, v. 13, n. 3, 319-340. http://doi.org/10.2307/249008

Davis, F. D.; Bagozzi, R. P.; Warshaw, P. R. (1992). Extrinsic and Intrinsic Motivation to Use Computers in the Workplace. Journal of Applied Social Psichology, v. 22, n. 14, 111-1132. https://doi.org/10.1111/j.1559-1816.1992.tb00945.x

Di, C.; Luwen, W. (2012). Factors affecting e-WOM adoption. Unpublished bachelor thesis, Hong Kong: Hong Kong Baptist University.

Doi, N.; Hayakawa, H. (2020). Electronic word-of-mouth: a survey from an economics perspective. International Journal of the Economics of Business, v. 27, n. 2, 1-18. https://doi.org/10.1080/13571516.2020.1747853

Faikar Annafik, A.; Rahardjo, M. (2012). Analisis pengaruh kualitas produk, harga, dan daya tarik iklan terhadap minat beli sepeda motor yamaha (Studi kasus pada konsumen Yamaha SS Cabang Kedungmundu Semarang). Diponegoro Journal of Management, v. 1, n. 4, 274-281. https://ejournal3.undip.ac.id/index.php/djom/article/view/811

Fishbein, M.; Ajzen, I. (1975). Belief, attitude, intention and behaviour: An introduction to theory and research. Addison-Wesley. http://people.umass.edu/aizen/f&a1975.html.

Furner, C. P.; Zinko, R.; Zhu, Z. (2016), Electronic word-of-mouth and information overload in an experiential service industry. Journal of Service Theory and Practice, v. 26, n. 6, 788-810. https://doi.org/10.1108/JSTP-01-2015-0022

Hair, J. H.; Black, W. C.; Babin, B. J.; Anderson, R. E. (2008). Multivariate Data Analysis: International Version. Prentice-Hall International Inc.

Hartono, J. (2007). Sistem Informasi Keperilakuan. Andi Offset.

Hashim, H.; Ariffin, M. F. (2016). Factors influencing electronic word of mouth (eWOM) engagement on social networking sites in Malaysia. Pertanika Journal of Social Sciences and Humanities, v. 24, special issue, 85-94. http://www.myjurnal.my/public/article-view.php?id=100662

Heller Baird, C. H.; Parasnis, G. (2011). From social media to social customer relationship management. Strategy & Leadership, v. 39, n. 5, 30-37. http://doi.org/10.1108/10878571111161507

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, v. 18, n. 1, 38-52. http://doi.org/10.1002/dir.10073

Hsu, H. Y.; Tsou, H. (2011). Understanding Customer Experiences in Online Blog Environments. International Journal of Information Management, v. 31, n. 6, 510-523. https://doi.org/10.1016/j.ijinfomgt.2011.05.003

Knoll, L. J.; Magis-Weinberg, L.; Speekenbrink, M.; Blakemore, S. J. (2015). Social Influence on Risk Perception During Adolescence. Psychological Science, v. 26, n. 5, 583-592. https://doi.org/10.1177/0956797615569578

Kozinets, R. V.; de Valck, K.; Wojnicki, A. C.; Wilner, S. J. S. (2010). Networked narratives: understanding word-of-mouth marketing in online communities. Journal of Marketing, v. 74, n. 2, 71-89. http://doi.org/10.1509/jmkg.74.2.71

Kumar, N.; Benbasat, I. (2006). The influence of recommendations and consumer reviews on evaluations of websites. Information Systems Research, v. 17, n. 4, 425-439. http://doi.org/10.1287/isre.1060.0107

Lee, E.-J.; Shin, S. Y. (2014). When do consumers buy online product reviews? Effects of review quality, product type, and reviewer's photo. Computers in Human Behavior, v. 31, 356-366. http://doi.org/10.1016/j.chb.2013.10.050

Lee, K.-T.; Koo, D.-M. (2015). Evaluating right versus just evaluating online consumer reviews. Computers in Human Behavior, v. 45, 316-327. http://doi.org/10.1016/j.chb.2014.12.036

Lee, S. H. (2009). How Do Online Reviews Affect Purchasing Intention? African Journal of Business Management, v. 3, n. 10, 576-581. https://doi.org/10.5897/AJBM09.204

McKnight, H.; Kacmar, C. (2006). Factors of information credibility for an Internetadvice site. In Proceedings of the 39th Hawaii International conference on system sciences. Kauia, USA. http://doi.org/10.1109/HICSS.2006.181

Mir, I-A.; Rehman, K.U. (2013). Factors affecting consumer attitudes and intentions toward user-generated product content on YouTube. Management & Marketing, v. 8, n. 4, 637-654. http://www.managementmarketing.ro/pdf/articole/330.pdf

Nabi, R. L.; Hendriks, A. (2003). The persuasive effect of host and audience reaction shots in television talk shows. Journal of Communication, v. 53, n. 3, 527-543. http://doi.org/10.1093/joc/53.3.527

Naylor, R. W.; Lamberton, C. P.; West, P. M. (2012). Beyond the “like” button: The impact of mere virtual presence on brand evaluations and purchase intentions in social media settings. Journal of Marketing, v. 76, n. 6, 105e120. http://doi.org/10.1509/jm.11.0105

Olshavsky, R. W. (1985). Perceived quality in consumer decision making: an integratedtheoretical perspective. In J. Jacoby, & J. C. Olson (Eds.), Perceived quality: How consumers view stores and merchandise. 3-29. Lexington Books.

Park, D.-H.; Lee, J.; Han, I. (2007). The effect of on-line consumer reviews onconsumer purchasing intention: the moderating role of involvement. International Journal of Electronic Commerce, v. 11, n. 4, 125-148. http://doi.org/10.2753/JEC1086-4415110405

Pitta, D. A.; Fowler, D. (2005). Online consumer communities and their value tonew product developers. Journal of Product & Brand Management, v. 14, n. 5, 283-291. http://doi.org/10.1108/10610420510616313

Prendergast, G.; Ko, D.; Yin, V. Y, S. (2010). Online word of mouth and consumer purchase intentions. International Journal of Advertising, v. 29, n. 5, 687-708. http://doi.org/10.2501/S0265048710201427

Schiffman, L.; Kanuk L. (2010). Consumer Behavior. 10th Edition. Pearson Education.

Schwemmer, C.; Ziewiecki, S. (2018). Social Media Sellout: The Increasing Role of Product Promotion on YouTube. Social Media+ Society, v. 4, n. 3. https://doi.org/10.1177/2056305118786720

See-To, E. W. K.; Ho, K. K. W. (2014). Value co-creation and purchase intention insocial network sites: the role of electronic word-of-mouth and trust a theoretical analysis. Computers in Human Behavior, v. 31, n. 1, 182e189. http://doi.org/10.1016/j.chb.2013.10.013

Sohn, D. (2014). Coping with information in social media: the effects of network structure and knowledge on perception of information value. Computers in Human Behavior, v. 32, 145-151. http://doi.org/10.1016/j.chb.2013.12.006

Sundaram, D. S.; Kaushik, M.; Webster, C. (1998). Word of mouth communications: a motivational analysis. Advances in Consumer Research, v. 25, 527-531.

Sussman, S. W.; Siegal, W. S. (2003). Informational influence in organizations: An integrated approach to knowledge adoption. Information systems research, v. 14, n. 1, 47-65. https://doi.org/10.1287/isre.

Tarka, P. (2017). An overview of structural equation modeling: its beginnings, historical development, usefulness and controversies in the social sciences. Quality & Quantity, v. 52, n. 1, 313–354. https://doi.org/10.1007/s11135-017-0469-8

Viertola, M. (2018). To what extent does YouTube marketing influence theconsumer behaviour of a young target group. https://www.theseus.fi/bitstream/handle/10024/148638/Viertola_Wilma.pdf.pdf?sequence=1&isAllowed=y

Wang, X.; Yu, C.; Wei, Y. (2012). Social media peer communication and impacts on Purchase intentions: a consumer socialization framework. Journal of Interactive Marketing, v. 26, n. 4, 198-208. http://doi.org/10.1016/j.intmar.2011.11.004

Wathen, C. N.; Burkell, J. (2002). Believe it or not: factors influencing credibility onthe web. Journal of the American Society for Information Science and Technology, v. 53, n. 2, 134-144. http://doi.org/10.1002/asi.10016

Wolny, J.; Mueller, C. (2013). Analysis of fashion consumers' motives to engage inelectronic word-of-mouth communication through social media platforms. Journal of Marketing Management, v. 29, n. 5-6, 562-583. http://doi.org/10.1080/0267257X.2013.778324

Wu, B. T; Newell, S. J. (2003). The Impact of Noise on Recall of Advertisements. Journal of Marketing Theory and Practice, v. 11, n. 2, 56-65. https://doi.org/10.1080/10696679.2003.11658496

Xu, Q. (2014). Should i trust him? the effects of reviewer profile characteristics on eWOM credibility. Computers in Human Behavior, v. 33, 136-144. http://doi.org/10.1016/j.chb.2014.01.027

Yang, T. (2012). The decision behavior of Facebook users. Journal of Computer Information Systems, v. 52, n.3, 50-59. http://ir.lib.pccu.edu.tw/handle/987654321/24272

Yuksel, H. F. (2016). Factors Affecting Purchase Intention in Youtube Videos. The Journal of Knowledge Economy & Knowledge Management, v. 11, n. 2, 33-47. https://acikerisim.aku.edu.tr/xmlui/handle/11630/8263

Cómo citar
Nuriman Izudin, A., Ruswanti, E., & Unggul Januarko, M. (2020). El efecto del boca a boca electrónico en el interés de compra de los consumidores. Revista CEA, 6(12), 167-179. https://doi.org/10.22430/24223182.1618


La descarga de datos todavía no está disponible.
Artículos de investigación