A influência do eWOM na intenção de compra online

To this end, we proposed an investigation model that advances that the relationship between these variables can be direct, but also indirect through online service quality and online trust. The results of the empirical study corroborate all the proposed hypotheses, validating the initial position th...

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Bibliographic Details
Published in:RISTI : Revista Ibérica de Sistemas e Tecnologias de Informação 2020-09 (E34), p.408-420
Main Authors: tes, Nuno, Santos, Anabela
Format: Article
Language:Portuguese
Subjects:
Electronic commerce
Internet
Quality of service
Web sites
Word of mouth advertising
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Summary:To this end, we proposed an investigation model that advances that the relationship between these variables can be direct, but also indirect through online service quality and online trust. The results of the empirical study corroborate all the proposed hypotheses, validating the initial position that eWOM is a powerful catalyst for online shopping intention. From the study, it is possible to draw relevant implications for the academic world, as well as for online operators, who should stimulate word-of-mouth about the products and services they sell, in order to favor the development of positive perceptions about quality of the service they provide, strengthen consumer trust and increase online purchase intentions. Keywords: electronic word-of-mouth; online shopping intention; online service quality; online trust. 1.Introduçao Com o advento da Web 2.0, o electronic word-of-mouth (eWOM) assumiu-se como uma poderosa ferramenta de influencia no comportamento do consumidor online (Ismagilova et al., 2019; Lin e Wang, 2015; Rosario et al., 2020; Sandes & Urdan, 2013).
ISSN:1646-9895