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Comunicación Comercial Y Boca-Oído Electrónico En Sitios Web Corporativos: Un Análisis Desde La Perspectiva Del Marketing De Relaciones / Marketing Communications And Electronic Word-Of-Mouth On Corporative Websites: An Approach From A Relationship Marketing Perspective

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Author Info

  • Belanche Gracia, Daniel

    ()
    (Universidad de Zaragoza (España))

  • Casaló Ariño, Luis V.

    ()
    (Universidad de Zaragoza (España))

  • Guinalíu Blasco, Miguel

    ()
    (Universidad de Zaragoza (España))

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    Abstract

    El imparable crecimiento del intercambio de información en internet ha fomentado que los sitios web comerciales, además de ofrecer información relevante del vendedor (comunicación comercial), comiencen a incluir herramientas de interacción online donde los consumidores comparten sus experiencias (boca-oído electrónico). Este trabajo se centra en la información que aparece en la web del vendedor para comprender como esta afecta a su relación con el consumidor y a la promoción de sus productos a través de un boca-oído entre consumidores. Los resultados del modelo de ecuaciones estructurales basándose en las respuestas de usuarios de sitios web comerciales confirman que la comunicación comercial y el boca-oído electrónico afectan positivamente a los niveles de compromiso afectivo, mientras que la confianza solo se vería afectada por el grado de comunicación comercial. Finalmente, la confianza afectaría al compromiso, y este a su vez tendría una incidencia directa sobre el nivel de boca-oído electrónico positivo. / Due to the continuous growing of information exchange in the Internet, commercial web sites have started to include online tools to allow consumer interaction in them. Thus, when visiting these commercial web sites, consumers may consider not only e-retailer information (marketing communication) but also purchase and use experiences shared by other consumers (electronic word-of-mouth). This study focuses on the role of information included in a commercial web site in the improvement of the relationship with customers and the promotion of the e-retailer’s products through electronic word-of-mouth. The results of the structural equations model based on commercial web sites’ users suggest that marketing communication and electronic word-of-mouth positively affect the levels of affective commitment, whereas trust can only be affected by the degree of marketing communication. Finally, trust influences on commitment, and this in turn would directly affects the level of electronic positive word-of-mouth.

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    Bibliographic Info

    Article provided by Academia Europea de Dirección y Economía de la Empresa (AEDEM) in its journal Investigaciones Europeas de Dirección y Economía de la Empresa.

    Volume (Year): 19 (2013)
    Issue (Month): 1 ()
    Pages: 31-41

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    Handle: RePEc:idi:jiedee:v:19:y:2013:i:1:p:31-41

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    Postal: Investigaciones Europeas de Dirección y Economía de la Empresa, Facultad de Ciencias Económicas y Empresariales, Universidad de Vigo, Lagoas - Marcosende s/n, E-36310, Vigo, Pontevedra, España
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    Web page: http://www.aedem-virtual.com/es/journal/iedee

    Related research

    Keywords: Boca-oído electrónico; Comunicación comercial; Confianza; Compromiso afectivo; Internet; Electronic word-of-mouth; Marketing communication; Trust; Affective commitment; Internet;

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