Confianza del consumidor en la compra a través de Internet: una propuesta de modelización basada en la jerarquía de aprendizaje estándar
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Publicado
18-09-2018
Francisco J. Martínez López
Manuel Ortigueira Sánchez
Mario Pérez Ronchel
Resumen
Este trabajo se encuadra dentro de los estudios centrados en el análisis del comportamiento de compra del consumidor en Internet. Nos centramos en la adaptación del modelo de la jerarquía de efectos basado en su variante de la jerarquía estándar de aprendizaje para proponer teóricamente un modelo conceptual que explica cómo las creencias —i.e. diseño, velocidad de interacción, beneficios sociales y privacidad— y actitudes del consumidor hacia Internet, como medio de comunicación, pueden considerarse como determinantes plausibles de la confianza en la compra online. Asimismo, en nuestro modelo se plantea que las opiniones del consumidor respecto a la compra a distancia también deben ejercer una influencia sobre sus valoraciones de Internet, como medio de comunicación y, especialmente, de compra.
El modelo conceptual propuesto se apoya en una extensa revisión realizada de la literatura específica. La estimación de las relaciones del modelo se ha realizado haciendo uso de ecuaciones estructurales. Los resultados confirman que esta aproximación basada en el procesamiento cognitivo de la información es válida para modelar el comportamiento de compra del consumidor en Internet.
Finalmente, se presentan diversas reflexiones académicas así como las principales implicaciones empresariales que se derivan de las cuestiones analizadas.
Cómo citar
Martínez López, F. J., Ortigueira Sánchez, M., & Pérez Ronchel, M. (2018). Confianza del consumidor en la compra a través de Internet: una propuesta de modelización basada en la jerarquía de aprendizaje estándar. Cuadernos De Gestión, 6(2), 59–79. https://doi.org/10.5295/cdg.19168fm
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Keywords
Comportamiento de compra online, actitud, confianza en la compra a través de Internet, jerarquía estándar de aprendizaje
References
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BALABANIS, G.; VASSILEIOU, S. (1999): «Some attitudinal predictors of home-shopping through the Internet», Journal of Marketing Management, Vol. 15, pp. 361-385.
BARTEL, K.; GRUBBS, M. (2000): «Dimensions of privacy concern among online consumers», Journal of Public Policy & Marketing, Vol. 19, N. 1, pp. 62-73.
BARUCH, Y. (2001): «The autistic society», Information & Management, Vol. 38, pp. 129-136.
BARWISE, P.; ELBERSE, A.; HAMMOND, K. (2000): «Marketing and the Internet: a research review», Documento de Trabajo, London Business School. Disponible en: http://www.marketingandtheinternet.com
BOBBITT, L.M.; DABHOLKAR, P.A. (2001): «Integrating attitudinal theories to understand and predict use technology-based self service», International Journal of Service Industry Management, Vol. 12, N. 5, pp. 423-450.
BROWN, S.; STAYMAN, D. (1999): «Antecedents and consequences of attitude toward the ad: a meta-analysis», Journal of Consumer Research, Vol. 19, Junio, pp. 24-51.
BRUNER, G. AND KUMAR, A. (2000), «Commercials on the web: exploring the advertising hierarchy-of-effects», Journal of Advertising Research, Vol. 40, pp. 35-42.
BURNS, A.; BUSH, R. (2000): Marketing research. 3rd Ed.; Prentice Hall.
BUTLER, P.; PEPPARD, J. (1998): «Consumer purchasing on the Internet: processes and prospects», European Management Journal, Vol. 16, N. 5, pp. 600-610.
CASTELFRANCHI, C.; TAN, Y. (2002): «The Role of Trust and Deception in Virtual Societies», International Journal of Electronic Commerce, Vol. 6, N. 3, pp. 55-70.
CAUDILL, E.; MURPHY, P. (2000): «Consumer online privacy: legal and ethical issues», Journal of Public Policy & Marketing, Vol. 19, N. 1, pp. 7-19.
CHEN, Q.; WELLS, W. (1999): «Attitude toward the site», Journal of Advertising Research, Septiembre/Octubre, pp. 27-37.
CHESKIN RESEARCH AND STUDIO ARCHETYPE/SAPIENT (1999): «Ecommerce trust study».
CRAWFORD, F.; SHERN, S. (1998): «Six Winning Strategies for Web Selling», Retail news, Ernst & Young, Primavera, pp. 1-3 y 8. Disponible en: http://www.ey.com/
DEGERATU, A.; RANGASWAMY, A.; WU, J. (2000): «Consumer choice behaviour in online and traditional supermarkets: The effects of brand name, price, and other search attributes», International Journal of Research in Marketing, Vol. 17, pp. 55-78.
DICKSON, P. (2000): «Understanding the trade winds: the global evolution of production, consumption, and the Internet», Journal of Consumer Research, Vol. 27, pp. 115-122.
DURVASULA, S.; ANDREWS, J.C.; LYSONSKI, S.; NETEMEYER, R.G. (1993): «Assessing the cross-national applicability of consumer behavior models: a model toward advertising in general», Journal of Consumer Research, Vol. 19, Marzo, pp. 626-636.
FARQUHAR, B.; GORDON, L.; BALFOUR, A. (1998): «Consumer needs in Global Electronic Commerce», International Journal of Electronic Markets, Vol. 8, no 2, pp. 9-12.
FISHBEIN, M.; AJZEN, I. (1975): Belief, attitude, intention and behaviour: an introduction to theory and research, Reading, Mass: Addison-Wesley.
GUNASEKARAN, A.; LOVE, P.E.D. (1999): «Current and future directions of multimedia technology in business», International Journal of Information Management, Vol. 19, pp. 105-120.
HAIR, J.F.; ANDERSON, R.E.; TATHAM, R.L.; BLACK, W.C. (1999): Análisis multivariante (5.ª ed.): Prentice Hall.
HAMILL, J.; ENNIS, S. (1999): «The Internet: the direct route to growth and development», en M.J. Baker [ed.]: The Marketing Book (Capítulo 30), London: Heinemann, pp. 701-702.
HAVICK, J. (1999): «The impact of the Internet on a television-based society», Technology in Society, Vol. 22, pp. 273-287.
HEAD, M.; YUAN, Y. (2001): «Privacy protection in electronic commerce - a theoretical framework», Human Systems Management, Vol. 20, pp. 149-160.
HELANDER, M.; KHALID, H. (2000): «Modelling the customer in electronic commerce», Applied Ergonomics, Vol. 31, pp. 609-619.
HOFFMAN, D.; NOVAK, T. (1996): «Marketing in hypermedia computer-mediated environments: conceptual foundations», Journal of Marketing, Vol. 60, Julio, pp. 50-68.
HOFFMAN, D.; NOVAK, T. (1997): «A New Marketing Paradigm for Electronic Commerce», The Information Society, Vol. 13, Enero (número especial sobre e-commerce), pp. 43-54.
HOFFMAN, D.; KALSBEEK, W.; NOVAK, T. (1996): «Internet and Web use in the U.S. », Communications of the ACM, Vol. 39, N. 12, pp. 36-46.
HOFFMAN, D.; NOVAK, T.; PERALTA, M. (1999a): «Information privacy in the marketspace: implications for the commercial uses of anonymity on the Web», The Information Society, Vol. 15, pp. 129-139.
HOFFMAN, D.; NOVAK, T.; PERALTA, M. (1999b): «Building consumer trust in online environments: the case for information privacy», Communications of the ACM, Vol. 42, N. 4, pp. 80-85.
HOLBROOK, M.B. (1986): «Emotion in the consumption experience: toward a new model of consumer behavior», en R.A. Peterson; W.D. Hoyer; W.R. Wilson [eds.]: The role of affect in consumer behavior, Lexington, MA, Lexington Books, pp. 17-52.
HOUSTON, D. (2001): «Trust in the networked economy: doing business on Web time», Business Horizons, Marzo-Abril, pp. 38-44.
IGBARIA, M.; CHAKRABARTI, A. (1990): «Computer anxiety and attitudes towards microcomputer use», Behaviour and Information Technology, Vol. 9, pp. 229-241.
JARVENPAA, S.; TRACTINSKY, N.; SAARINEN, L.; VITALE, M. (1999): «Consumer trust in an Internet store: a cross-cultural validation», Journal of Computer-Mediated Communications, Vol. 5, N. 2. Disponible en: http://www.ascusc.org/jcmc/vol5/issue2/jarvenpaa.htm
JEVONS, C.; GABBOTT, M. (2000): «Trust, Brand equity and brand reality in Internet business relationships: An interdisciplinary approach», Journal of Marketing Management, Vol. 16, pp. 619-634.
JOHN, G.; WEISS, A.; DUTTA, S. (1999): «Marketing in technology-intensive markets: toward a conceptual framework», Journal of Marketing, Vol. 63 (número especial), pp. 78-91.
JONES, J.; VIJAYASARATHY, L. (1998): «Internet consumer catalog shopping: findings from a exploratory study and directions for future research», Internet Research: Electronic Networking Applications and Policy, Vol. 8, N. 4, pp. 322-330.
KARDES, F.R. (1996): «In defense of experimental consumer psychology», Journal of Consumer Psychology, Vol. 5, N. 3, pp. 279-296.
LEE, M.; TURBAN, E. (2001): «A trust model for consumer Internet shopping», International Journal of Electronic Commerce, Vol. 6, N. 1, pp. 75-91.
LEVERICK, F.; LITTLER, D.; WILSON, D.; BRUCE, M. (1997): «The role of IT in the reshaping of marketing», Journal of Marketing Practice: Applied Marketing Science, Vol. 3, N. 2, pp. 87-106.
LIAO, Z.; CHEUNG, T. (2001): «Internet-based e-shopping and consumer attitudes: an empirical study», Information & Management, Vol. 38, pp. 299-306.
LIN, J.; LU, H. (2000): «Towards an understanding of the behavioural intention to use a website», International Journal of Information Management, Vol. 20, pp. 197-208.
LOHSE, G.; SPILLER, P. (1999): «Internet retail store design: How the user interface influences traffic and sales», Journal of Computer-Mediated Communications, Vol. 5, N. 2. Disponible en: http://www.ascusc.org/jcmc/vol5/issue2/lohse.htm
LUNA, D.; PERACCHIO, L.; DE JUAN, M. (2002): «Cross-cultural and cognitive aspects of web site navigation», Journal of the Academy of Marketing Science, Vol. 30, N. 4, pp. 397-410.
MALHOTRA, N. (1997): Investigación de Mercados. Un enfoque práctico. 2a Ed., Prentice Hall.
MCKNIGHT, H.; CHERVANY, N. (2001): «What trust means in e-commerce customer relationships: an interdisciplinary conceptual typology», International Journal of Electronic Commerce, Vol. 6, N. 2, pp. 35-59.
MCKNIGHT, D.; CHOUDHURY, V.; KACMAR, C. (2002): «Developing and validating trust measures for e-commerce: an integrative typology», Information Systems Research, Vol. 13, N. 3, pp. 334-359.
MEHTA, A. (2000): «Advertising attitudes and advertising effectiveness», Journal of Advertising Research, Mayo-Junio, pp. 67-72.
MONTOYA-WEIS, M.; VOSS, G.: GREWALL, D. (2003): «Determinants of online channel use and overall satisfaction with a relational, multichannel service provider», Journal of the Academy of Marketing Science, Vol. 31, N. 4, pp. 448-458.
NOVAK, T.; HOFFMAN, D.; YUNG, Y. (2000): «Measuring the customer experience in online environments: A structural modelling approach», Marketing Science, Vol. 19, N. 1 (número especial Marketing Science and the Internet), pp. 22-42.
OECD (1997): Information technology outlook 1997, OECD, Paris. Disponible en: http://www.oecd.org/
OSKAMP, S. (1991): Attitudes and opinions. Second Edition, Prentice Hall, Englewood Cliffs, New Jersey.
PEATTIE, K.; PETERS. L. (1997): «The marketing mix in the third age of computing», Marketing Intelligence & Planning, Vol. 15, N. 3, pp. 142-150.
PETERSON, R.A. (1994): «A meta-analysis of Cronbach’s coefficient alpha», Journal of Consumer Research, Vol. 21, Septiembre, pp. 381-391.
PETERSON, R.A. (2001): «On the use of college students in social science research: insights a second-order meta-analysis», Journal of Consumer Research, Vol. 28, Diciembre, pp. 450-461.
PETERSON, R.A.; MERINO, M. (2003): «Consumer information search behaviour and the Internet», Psychology & Marketing, Vol. 20, N. 2, pp. 99-121.
RANGASWAMY, A.; GUPTA, S. (1999): «Innovation adoption and diffusion in the digital environments: some research opportunities», Documento de Trabajo, eBusiness Research Center (02-1999).
REYNOLDS, J. (2000): «Ecommerce: a critical review», International Journal of Retail & Distribution Management, Vol. 28, N. 10, pp. 417-444.
RICHARDS, J.I. (1997): «Legal potholes on the information superhighway», Journal of Public Policy & Marketing, Vol. 16, N. 2, pp. 319-326.
ROWLEY, J. (2000): «Product searching with shopping bots», Internet Research: Electronic Networking Applications and Policy, Vol. 10, N. 3, pp. 203-214.
RUST, R.T.; KANNAN, P.K.; PENG, N. (2002): «The customer economics of the Internet», Journal of the Academy of Marketing Science, Vol. 30, N. 4, pp. 455-464.
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