Confianza y e-WOM en la era digital 5.0: Un análisis bidireccional en economías emergentes.
DOI:
https://doi.org/10.24197/xzb2qy14Palabras clave:
confianza del consumidor, comercio electrónico, comportamiento del consumidor, recomendaciones en líneaResumen
Desde los años noventa, la confianza del consumidor y el e-WOM han sido claves en el comercio electrónico. Este estudio analiza su relación bidireccional en compras de supermercado en línea en México. Con enfoque cuantitativo, diseño transversal y muestra no probabilística de 200 personas, se confirma una correlación positiva significativa (r = .517, p < .01). El e-WOM incrementa la confianza, y esta, a su vez, promueve el e-WOM. Los resultados refuerzan la Teoría de la Confianza en entornos digitales y destacan la importancia de la reputación comunitaria. Se recomienda explorar otros sectores y contextos culturales en investigaciones futuras.
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Derechos de autor 2026 Mara Elizabeth Muñiz-Lerma, Mónica Vicenta Guevara Rodríguez, Esthela Galván-Vela, Mario Alberto Salazar-Altamirano
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