Motivaciones, compromiso y adopción del e-WOM en restaurantes

Giovanny Lenin Haro-Sosa; Beatriz Moliner-Velázquez; Irene Gil-Saura

doi:10.18046/j.estger.2022.162.4510

Autores/as

Giovanny Lenin Haro-Sosa Profesor, Facultad de Salud Pública, Escuela Superior Politécnica de Chimborazo, Riobamba, Ecuador. https://orcid.org/0000-0002-8300-5864
Beatriz Moliner-Velázquez Profesora titular de Comercialización e Investigación de Mercados, Facultad de Economía, Universitat de València, Valencia, España. https://orcid.org/0000-0003-0357-749X
Irene Gil-Saura Catedrática de Comercialización e Investigación de Mercados, Facultad de Economía, Universitat de València, Valencia, España. http://orcid.org/0000-0002-5758-0806

DOI:

https://doi.org/10.18046/j.estger.2022.162.4510

Palabras clave:

compromiso, motivación, e-WOM, restaurantes

Resumen

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.

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