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

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

Palavras-chave:

comprometimento, motivação, e-WOM, restaurantes

Resumo

O objetivo do presente trabalho foi estudar o efeito que as motivações para consultar e escrever e-WOM têm no compromisso como e-WOM e a influência deste compromisso na adoção do e-WOM consultado. Para analisar essas relações, foi realizada pesquisaempírica aplicada no contexto de restaurantes. O escopo geográfico foi o Equador, com uma amostra de 461 consumidores. Foi utilizado um modelo de equação estrutural e validada a cadeia de relacionamento. Os resultados confirmaram as relações entre esas variáveis; além disso, foram apresentadas interessantes implicações académicas para aprofundar o estudo sobre a aposta no e-WOM, bem como implicações para a gestão de restaurantes orientada para a gestão das suas plataformas virtuais ou redes sociais.

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