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Impulsores de la intención de recompra en línea: una revisión de literatura
Resumen
Las compras en línea se han convertido en parte de la vida cotidiana. A pesar de que estas van en aumento, los estudios que analizan el tema de la recompra por internet son escasos. Este trabajo de investigación tiene el propósito de profundizar en los principales impulsores de la intención de recompra en línea. Como parte del proyecto se revisaron 40 artículos científicos y se identificaron sus principales hallazgos. Utilizando el software ATLAS.ti, se relacionaron las variables relevantes para que un consumidor desarrolle un comportamiento de intención de recompra en línea: la relación existente entre el compromiso del cliente y la lealtad de marca; el eWOM (electronic world of mouth, por sus siglas en inglés), que permite a los consumidores dar opiniones que repercuten sobre sus comportamientos hacia una marca; y el modelo e-servicescape, cuya eficacia para predecir y explicar las intenciones del consumidor en línea ha sido demostrada en diversos estudios. En los resultados obtenidos se muestran las implicaciones relevantes que conllevan promover la intención de recompra.
Palabras clave
Referencias
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DOI: http://dx.doi.org/10.32870/Pk.a12n22.705
PAAKAT: Revista de Tecnología y Sociedad, año 14, número 27, septiembre 2024- febrero de 2025, es una publicación electrónica semestral editada por la Universidad de Guadalajara, a través de Centro Universitario de Guadalajara. Calle Guanajuato. Núm. 1045; Guadalajara, Jalisco, México. Tels. 33 31 34 22 22. Dirección electrónica: http://www.udgvirtual.udg.mx/paakat/index.php/paakat. Correo electrónico: paakat@udgvirtual.udg.mx. Editor responsable: Dr. Lázaro Marcos Chávez Aceves. Número de Reserva de Derechos al Uso Exclusivo del Título de la versión electrónica: 04-2011-111117155600-203, e-ISSN: 2007-3607, otorgados por el Instituto Nacional del Derecho de Autor. Responsable de la última actualización de este número: Centro Universitario de Guadalajara, Lázaro Marcos Chávez Aceves. Fecha de la última modificación: 1 de septiembre de 2024.
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