Envíos recientes

  • Beyond online sales: From service quality to e-loyalty and word of mouth

    Acosta Morey, Karla; Chávez Aguilar, Andrea; Mauricio Andía, Martín (Universidad Nacional Autonoma de Mexico, 2023-01-01)
    The purpose of this research is to demonstrate how service quality is an antecedent, influencing through trust and satisfaction, in electronic loyalty and word-of-mouth within e-commerce businesses. Data was collected from 300 users with e-commerce shopping experience and to test the proposed hypothesis the results were analysed using the Structural Equation Model (SEM) approach based on Partial Least Square (PLS). The results showed that service quality has a positive effect on e-satisfaction and e-trust, and these in turn influence e-loyalty and electronic word of mouth. The main contribution of this research is to expand knowledge on the relationship between service quality and word of mouth in an e-commerce environment.
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  • eWom, Trust, and Perceived Value Related to Repurchases in the e-commerce Sector of Department Stores

    Blanco-Gamero, Carolina; Acosta-Bonilla, Estephania; Lodeiros-Zubiria, Manuel Luis (Springer Science and Business Media Deutschland GmbH, 2023-01-01)
    With the exponential growth in e-commerce retail sales, a variable such as perceived value is essential to consider, to warrant a successful long-term online business. However, eWom and perceived value have not yet been deeply studied together with other variables such as trust and repurchase in e-commerce belonging to department stores. Consequently, this study aims to analyze the influence of perceived value, eWom and trust on repurchases in those e-commerces. The sample was 196 people that repurchased from department stores e-commerce in Lima, Peru. The results were analyzed on Smart Pls. The results established that trust influenced repurchase and that eWom conditioned the perceived value of e-commerce in department stores. Furthermore, the results identified relevant variables that department stores’ e-commerce areas should consider to improve consumer repurchase through their e-commerce.
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  • Green Marketing: Drivers in the Process of Buying Green Products—The Role of Green Satisfaction, Green Trust, Green WOM and Green Perceived Value

    Román-Augusto, Jose Antonio; Garrido-Lecca-Vera, Camila; Lodeiros-Zubiria, Manuel Luis; Mauricio-Andia, Martin (MDPI, 2022-09-01)
    Green marketing is currently one of the most powerful strategies in the corporate world as it responds to a growing demand for green products. Therefore, this study aims to analyse the influence of green perceived value on green trust and green satisfaction, study how both variables impact green word of mouth in turn and, at the same time, how the three variables influence green purchase intention. Data collection was carried out through a digital survey of buyers of green products. The hypotheses posed were solved with a PLS-SEM model through the Smart-PLS software. The results showed that green perceived value positively affects green trust and green satisfaction. Furthermore, green satisfaction was found to influence green trust and green WOM. Green trust also influences green WOM. Regarding the antecedents of green purchase intention, only green satisfaction and green trust showed a positive relationship. In contrast, green WOM did not show a relationship with green purchase intention. The article shows the importance of green satisfaction for green companies in achieving green purchase intention, green WOM and green trust. Green perceived value is also an important variable, as it is the trigger for the process that leads to green purchase intention.
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  • C2C e-Marketplaces and How Their Micro-Segmentation Strategies Influence Their Customers

    Castillo-Sotomayor, Sandra; Guimet-Cornejo, Nicholas; Lodeiros-Zubiria, Manuel Luis (MDPI, 2023-02-01)
    The purpose of this study is to contribute to the literature, understanding how the micro-segmentation strategies developed by the C2C e-marketplaces influence customer satisfaction, brand loyalty, trust, and brand equity by proposing a PLS-SEM model with seven hypotheses. An online questionnaire was answered by a sample of 403 people. The results were edited, coded, transformed, and finally analysed with the software Smart- PLS 3.3.7. The results confirm that the reflective model shows good reliability and validity and that six of the seven were accepted. Furthermore, micro-segmentation mostly influences customer satisfaction, followed by brand equity and trust. On the other hand, the results confirm that, apparently, customer satisfaction does not impact brand loyalty, and micro-segmentation is the more significant construct in reaching brand loyalty in the C2C e-marketplaces. It is worth noting that this research contributes to knowledge about two issues unexplored by the academia, micro-segmentation and the C2C e-marketplaces. Dataset: https://data.mendeley.com/datasets/zzx5kw6cy9/1 Dataset License: CC BY 4.0.
    Acceso abierto
  • How to Reach Green Word of Mouth through Green Trust, Green Perceived Value and Green Satisfaction

    Román-Augusto, Jose Antonio; Garrido-Lecca-Vera, Camila; Lodeiros-Zubiria, Manuel Luis; Mauricio-Andia, Martin (MDPI, 2023-02-01)
    The production and consumption of green food products have become hot topics in marketing. Companies are implementing marketing strategies such as green perceived value, green trust, and green satisfaction to guarantee green word of mouth. An online questionnaire distributed through social media was used to collect the data. The sample consists of 297 people. The 297 responses were coded and analysed with the Software Smart-PLS. The data described include the sample sociodemographic profile, the descriptive analysis of all items, the reliability and validity of the measures of the reflective model and the evaluation of the results of the structural model. Four hypotheses included in the PLS-SEM proposed were validated for a p-value of 0.001. The results confirmed the influence of green perceived value on green trust and green satisfaction. Moreover, the results highlight that green satisfaction and green trust influence green word of mouth.
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  • The Relation of Micro-segmentation, Customer Experience, Customer Satisfaction and Its Effect on Brand Trust in C2C E-Marketplaces

    Castillo-Sotomayor, Sandra; Guimet-Cornejo, Nicholas; Lodeiros-Zubiria, Manuel Luis (Springer Science and Business Media Deutschland GmbH, 2023-01-01)
    The objective of this study is to understand the effects of micro-segmentation, customer experience and customer satisfaction on overall brand trust. Moreover, the main contributions of this study are based on the evaluation of these variables within the consumer-to-consumer (C2C) dynamic. The research was performed on a sample of people that actively purchase via C2C e-marketplaces, and the results of the survey were examined by the PLS-SEM analysis. It was identified a positive effect of micro-segmentation toward customer experience, also it proved that a correct customer experience leads to customer satisfaction and lastly, brand trust is achieved by the positive effect from customer experience and satisfaction. The analysis has supported most of the hypothesized relationships.
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  • Micro-learning Platforms Brand Awareness Using Socialmedia Marketing and Customer Brand Engagement

    Mujica, Alejandro; Villanueva, Esteban; Lodeiros-Zubiria, Manuel Luis (International Association of Online Engineering (IAOE), 2021-09-06)
    This study aims to analyse the impact of Social Media Marketing in Customer Brand Engagement and Brand Awareness micro-learning platforms. The sample consisted of 220 students from micro-learning platforms using social media in the educational institutions. Because social-media marketing and customer brand- engagement are second-order reflexive constructions, the two-stage approach of hierarchical models with mode-A was adopted. The results reveal that social media marketing influences both the building of customer brand engagement and brand awareness among students on micro-learning platforms. Furthermore, it was shown that customer brand engagement is an important mediator between social media marketing and brand awareness. Social-media marketing activities carried out by micro-learning platforms contribute to the generation of customer brand-engagement and brand awareness of these institutions. Furthermore, the results show that, although social-media marketing helps to generate brand-awareness, it is through customer brand-engagement that social-media marketing is most effective in generating brand-awareness. For micro-learning platforms, the results allow them to understand the importance of customer brand-engagement when using social-media marketing to generate brand-awareness.
    Acceso abierto
  • Web Experience Effects on Online Purchase Intention by Millennials on Retail Websites in Lima Metropolitan: An Application with Regression Analysis

    Briceño Yañez, Stephanie Matilde; Cabezas Navarro, Alexandra; Talledo Flores, Hernán (Springer Science and Business Media Deutschland GmbH, 2022-01-01)
    The current context shows an increase in the attraction to online purchases on retail websites. Hence, there is a change in the behavior of millennial users and the factors that seek their purchase intention. Therefore, the objective of this study is to analyze the effect of WE factors (usability, interactivity, trust and aesthetics) on the OPI of users on retail websites, specifically in the clothing category, in Lima Metropolitan. The study’s findings would aid retailers in designing more effective websites. From 486 questionnaires distributed to millennials in Lima Metropolitan, 400 effective responses were obtained. Likewise, non-probability sampling was used with a convenience sampling technique. The collected data was processed using SPSS. Cronbach’s Alpha was used to check the reliability of the scales. An exploratory factor analysis was performed for data reduction that allowed exploring the variables under study. Finally, a multiple linear regression was performed to determine the relationship structure between the variables. The results show that usability, interactivity, trust and aesthetics are the WE factors that positively and significantly affect online purchase intention in millennial users in Lima Metropolitan. 4 hypotheses were proposed which were fully accepted. This research shares relevant information about the effects of WE factors on OPI. It expands the knowledge regarding the importance of effective website design by integrating the most relevant factors such as usability, interactivity, trust and aesthetics to improve the WE.
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  • Perceived Quality, Brand Image and Brand Loyalty in the Purchase Intent of Smartphones in College Students

    Zaharia Seinfeld, Daniela; Talledo Flores, Hernán (Springer Science and Business Media Deutschland GmbH, 2022-01-01)
    This research seeks to examine the relationship between perceived quality, brand loyalty and brand image with respect to the purchase intent in an audience of young Lima college students who are between 17 and 24 years old. As a result, it was obtained that brand loyalty and image are fundamental to generate a purchase intent in this public; however, Perceived Quality as an influencing factor of purchase intent was eliminated and Brand Confidence was added, since a relationship with the dependent variable was found. In the same way, 261 surveys were conducted with the target audience through an online questionnaire. The study developed was quantitative correlational, focusing on non-probabilistic convenience sampling. To obtain the results, there were made two Confirmatory Factor Analysis, an Exploratory Factor Analysis and a Monotonic Regression, in addition to performing two times the Cronbach’s Alpha and using the item-Factor correlation to eliminate the least influential indicators.
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