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Motivaciones, compromiso y adopción del e-WOM en restaurantes

Author

Listed:
  • Irene Gil-Saura
  • Giovanny Lenin Haro-Sosa
  • Beatriz Moliner-Velázquez

Abstract

El objetivo del presente trabajo fue estudiar el efecto que tienen las motivaciones para consultar y escribir e-WOM sobre el compromiso con el e-WOM y la influencia de dicho compromiso en la adopción del e-WOM consultado. Para analizar estas relaciones, se realizó una investigación empírica aplicada en el contexto de los restaurantes. El ámbito geográfico fue Ecuador, con una muestra de 461 consumidores. Se utilizó un modelo de ecuaciones estructurales y se validó la cadena de relaciones. Los resultados confirmaron las relaciones entre estas variables; además, se presentaron implicaciones académicas interesantes para profundizar en el estudio sobre el compromiso con el e-WOM, así como implicaciones para la gestión de restaurantes orientadas al manejo de sus plataformas virtuales o redes sociales.

Suggested Citation

  • Irene Gil-Saura & Giovanny Lenin Haro-Sosa & Beatriz Moliner-Velázquez, 2022. "Motivaciones, compromiso y adopción del e-WOM en restaurantes," Estudios Gerenciales, Universidad Icesi, vol. 38(162), pages 17-31, March.
    • Handle: RePEc:col:000129:020059
    DOI: 10.18046/j.estger.2022.162.4510
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    References listed on IDEAS

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    More about this item

    Keywords

    compromiso; motivación; e-WOM; restaurantes;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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