OS MELHORES E OS PIORES: O BOCA A BOCA EM SITES DE VAREJO ELETRÔNICO
This paper aims to investigate the internal dimensions of Word-of-Mouth (WOM) behavior, comparing the best and the worst Brazilian e-tail websites in four dimensions: intensity, positive valence, negative valence and content. The research used for this paper is based on the multidimensional framewor...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Fundação Getulio Vargas, Escola de Administração de Empresas de São Paulo
2016-09-01
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| Series: | RAE: Revista de Administração de Empresas |
| Subjects: | |
| Online Access: | http://rae.fgv.br/sites/rae.fgv.br/files/os_melhores_e_os_piores_o_boca_a_boca_em_sites_de_varejo_eletronico_0.pdf |
| _version_ | 1797707610409926656 |
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| author | Fabrício de Carvalho Inocêncio Érico Veras Marques |
| author_facet | Fabrício de Carvalho Inocêncio Érico Veras Marques |
| author_sort | Fabrício de Carvalho Inocêncio |
| collection | DOAJ |
| description | This paper aims to investigate the internal dimensions of Word-of-Mouth (WOM) behavior, comparing the best and the worst Brazilian e-tail websites in four dimensions: intensity, positive valence, negative valence and content. The research used for this paper is based on the multidimensional framework of Goyette, Ricard, Bergeron, and Marticotte (2010). It suggests that WOM intensity is higher in the case of the best websites, while the degree of promotion (positive valence) of the best websites is lower than the degree of detraction (negative valence) of the worst websites. This result supports previous findings, showing that negative WOM is passionate and extreme. Yet, elements such as trust, delivery time and post-purchase support, reinforce both positive WOM in the best websites and negative WOM in the worst websites. However, security of transaction and ease of use do not reinforce negative WOM in the worst websites, suggesting a certain degree of commoditization of such factors between the best and the worst websites. |
| first_indexed | 2024-03-12T06:08:55Z |
| format | Article |
| id | doaj.art-b686b5949337432588e66d962e6a99e6 |
| institution | Directory Open Access Journal |
| issn | 0034-7590 2178-938X |
| language | English |
| last_indexed | 2024-03-12T06:08:55Z |
| publishDate | 2016-09-01 |
| publisher | Fundação Getulio Vargas, Escola de Administração de Empresas de São Paulo |
| record_format | Article |
| series | RAE: Revista de Administração de Empresas |
| spelling | doaj.art-b686b5949337432588e66d962e6a99e62023-09-03T03:18:54ZengFundação Getulio Vargas, Escola de Administração de Empresas de São PauloRAE: Revista de Administração de Empresas0034-75902178-938X2016-09-01565518532OS MELHORES E OS PIORES: O BOCA A BOCA EM SITES DE VAREJO ELETRÔNICOFabrício de Carvalho Inocêncio0 Érico Veras Marques1Doutorando em Administração de Empresas pela Fundação Getulio Vargas, Escola de Administração de Empresas de São Paulo – São Paulo – SP, BrasilProfessor da Universidade Federal do Ceará, Faculdade de Economia Administração Atuária e Contabilidade – Fortaleza – CE, BrasilThis paper aims to investigate the internal dimensions of Word-of-Mouth (WOM) behavior, comparing the best and the worst Brazilian e-tail websites in four dimensions: intensity, positive valence, negative valence and content. The research used for this paper is based on the multidimensional framework of Goyette, Ricard, Bergeron, and Marticotte (2010). It suggests that WOM intensity is higher in the case of the best websites, while the degree of promotion (positive valence) of the best websites is lower than the degree of detraction (negative valence) of the worst websites. This result supports previous findings, showing that negative WOM is passionate and extreme. Yet, elements such as trust, delivery time and post-purchase support, reinforce both positive WOM in the best websites and negative WOM in the worst websites. However, security of transaction and ease of use do not reinforce negative WOM in the worst websites, suggesting a certain degree of commoditization of such factors between the best and the worst websites.http://rae.fgv.br/sites/rae.fgv.br/files/os_melhores_e_os_piores_o_boca_a_boca_em_sites_de_varejo_eletronico_0.pdfE-commercee-tailword-of-mouthstructural equation modelingonline consumer behavior |
| spellingShingle | Fabrício de Carvalho Inocêncio Érico Veras Marques OS MELHORES E OS PIORES: O BOCA A BOCA EM SITES DE VAREJO ELETRÔNICO RAE: Revista de Administração de Empresas E-commerce e-tail word-of-mouth structural equation modeling online consumer behavior |
| title | OS MELHORES E OS PIORES: O BOCA A BOCA EM SITES DE VAREJO ELETRÔNICO |
| title_full | OS MELHORES E OS PIORES: O BOCA A BOCA EM SITES DE VAREJO ELETRÔNICO |
| title_fullStr | OS MELHORES E OS PIORES: O BOCA A BOCA EM SITES DE VAREJO ELETRÔNICO |
| title_full_unstemmed | OS MELHORES E OS PIORES: O BOCA A BOCA EM SITES DE VAREJO ELETRÔNICO |
| title_short | OS MELHORES E OS PIORES: O BOCA A BOCA EM SITES DE VAREJO ELETRÔNICO |
| title_sort | os melhores e os piores o boca a boca em sites de varejo eletronico |
| topic | E-commerce e-tail word-of-mouth structural equation modeling online consumer behavior |
| url | http://rae.fgv.br/sites/rae.fgv.br/files/os_melhores_e_os_piores_o_boca_a_boca_em_sites_de_varejo_eletronico_0.pdf |
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