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Evaluación de los efectos de la confianza del consumidor sobre el boca-oído electrónico (e-WoM) en tiendas de comercio electrónico en Colombia
Evaluation Of The Effects Of Consumer Trust On Electronic Word-Of-Mouth (e-WOM) In E-Commerce Stores In Colombia
Avaliação dos efeitos da confiança do consumidor sobre o boca a boca eletrônico (eWON) em lojas de comércio eletrônico na Colômbia
DOI:
https://doi.org/10.15446/innovar.v33n87.105513Palabras clave:
comercio electrónico, confianza, estrategia, e-WoM, marketing pospandemia (es)comércio eletrônico, confiança, estratégia, eWOM, marketing pós-pandemia (pt)
e-commerce, trust, strategy, e-WOM, post-pandemic marketing (en)
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Las restricciones impuestas para contener la pandemia por covid-19 durante el 2020 ocasionaron un gran crecimiento del e-commerce, que no fue uniforme en todas las categorías de productos. Las categorías con comportamientos menos favorables requieren de herramientas para estimular las ventas por el canal digital y los productos más favorecidos necesitan fidelizar a sus clientes. La generación de boca-oído electrónico o e-WoM es una de estas herramientas de las estrategias de marketing que incentivan el e-commerce, por lo que es importante analizar las variables que lo afectan. Una de ellas es la confianza del consumidor en las tiendas en línea, que en el contexto internacional se ha demostrado que promueve el e-WoM. Se realizó un estudio transversal con base en un modelo de ecuaciones estructurales planteado a partir de las escalas de confianza y e-WoM encontradas en la literatura, y comprobado mediante la técnica de regresión de mínimos cuadrados parciales en el software SmartPLS3. Para ello, se encuestó a clientes de tiendas de e-commerce b2c de Bogotá, Medellín y Cali. Los resultados demuestran que los expertos en mercadeo en Colombia deben buscar mecanismos para fortalecer la confianza en las tiendas en línea, porque con ello se contribuye a la difusión de boca-oído electrónico.
Restrictions imposed to contain covid-19 during 2020 caused a large growth in e-commerce that was not the same for all products. The product categories with less favorable performance require tools to stimulate sales through the digital channel, while high-selling products need to retain their customers. Within such a setting, the generation of electronic word of mouth (e-wOm) is one of the marketing strategy tools that foster e-commerce, so it is important to analyze the variables that affect this asset. One of these variables is consumer confidence in online stores, which has proved to promote e-wOm in international contexts. To add to this field of study, we conducted a cross-sectional research based on a structural equation model that adopts confidence and e-wOm scales found in the literature, which were validated using the partial least squares regression technique in the Smartpls3 software. Additionally, a group of customers of B2C e-commerce stores in Bogotá, Medellín and Cali were surveyed. Our results show that marketing experts in Colombia should look for mechanisms to strengthen trust in online stores, as this contributes to the spread of electronic word of mouth.
As restrições impostas para conter a pandemia ocasionada pela covid-19 durante 2020 ocasionaram um grande crescimento do e-commerce, que não foi uniforme em todas as categorias de produtos. As categorias com comportamentos menos favoráveis requerem ferramentas para estimular as vendas pelo canal digital e os produtos menos favorecidos precisam fidelizar seus clientes. A geração de boca a boca eletrônico — ou eWON, na sigla em inglês — é uma dessas ferramentas das estratégias de marketing que incentivam o e-commerce, por isso é importante analisar as variáveis que o afetam. Uma delas é a confiança do consumidor nas lojas on-line que, no contexto internacional, demonstrou que promove o eWON. Realizou-se um estudo transversal com base em um modelo de equações estruturais a partir das escalas de confiança e eWOM encontradas na literatura, e comprovado por meio da técnica de regressão de mínimos quadrados parciais no software SmartPLS3. Para isso, clientes de lojas de e-commerce B2C de Bogotá, Medellín e Cali responderam a uma enquete. Os resultados apontam que os especialistas em marketing na Colômbia devem buscar mecanismos para fortalecer a confiança nas lojas on-line, porque isso contribui para a difusão do boca a boca eletrônico.
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1. Sandra Rojas-Berrio, Javier A. Sánchez-Torres, Francisco-Javier Arroyo-Cañada, Flor Madrigal-Moreno. (2022). Retos del marketing desde la pandemia por COVID-19. Innovar, 33(87), p.3. https://doi.org/10.15446/innovar.v33n87.106350.
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