Citas bibligráficas
Rivera, J., (2024). E-WOM sobre la intención de compra mediado por actitud hacia la marca e imagen de una boutique de Chiclayo, 2023 [Universidad Católica Santo Toribio de Mogrovejo]. http://hdl.handle.net/20.500.12423/7838
Rivera, J., E-WOM sobre la intención de compra mediado por actitud hacia la marca e imagen de una boutique de Chiclayo, 2023 []. PE: Universidad Católica Santo Toribio de Mogrovejo; 2024. http://hdl.handle.net/20.500.12423/7838
@misc{renati/1106927,
title = "E-WOM sobre la intención de compra mediado por actitud hacia la marca e imagen de una boutique de Chiclayo, 2023",
author = "Rivera Flores, Jhoselyn Juanita",
publisher = "Universidad Católica Santo Toribio de Mogrovejo",
year = "2024"
}
Today, consumers are showing increasing interest in using different online shopping channels. However, in the context of e-WOM (electronic word of mouth), many companies participating in this interaction do not adequately understand the monitoring required on various digital platforms. Additionally, the growing importance of consumer participation was emphasized, as providing information based on user experiences contributes to generating trust. Therefore, the general objective of this research was to determine the influence of e-WOM on purchase intention mediated by brand attitude and image of a boutique in Chiclayo, 2023. Furthermore, to carry out this research, a quantitative approach with an explanatory scope was chosen, and the collected data were analyzed using a questionnaire from (Sánchez et al., 2022). This questionnaire was applied to a sample of 384 consumers, where the results indicated that the variables of image, intention, and attitude maintain their relevance in the study. However, it is crucial to highlight that the brand image variable did not reach significance (p = 0.093). This finding suggests that although the increase in purchase intention and brand attitude is associated with an increase in the dependent variable, the specific perception of consumers regarding the brand image is not very influential.
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