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

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

Resumen

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

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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

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Publicado
2020-07-30
Sección
Artículos de investigación