IDEAS home Printed from
MyIDEAS: Log in (now much improved!) to save this article

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

Listed author(s):
  • Belanche Gracia, Daniel


    (Universidad de Zaragoza (España))

  • Casaló Ariño, Luis V.


    (Universidad de Zaragoza (España))

  • Guinalíu Blasco, Miguel


    (Universidad de Zaragoza (España))

Registered author(s):

    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.

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

    File URL:
    File Function: complete text
    Download Restriction: no

    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

    in new window

    Handle: RePEc:idi:jiedee:v:19:y:2013:i:1:p:31-41
    Contact details of provider: 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

    Phone: (+34) 986812473
    Fax: (+34) 986812401
    Web page:

    No references listed on IDEAS
    You can help add them by filling out this form.

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    When requesting a correction, please mention this item's handle: RePEc:idi:jiedee:v:19:y:2013:i:1:p:31-41. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Tony Crespo Franco)

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.