Evaluación de la relación entre el boca-oído electrónico (e-WOM) y la cocreación de valor en tiendas de comercio electrónico en Colombia

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dc.contributor.advisorDuque Oliva, Edison Jair
dc.contributor.authorVega Cabra, Angela Patricia
dc.coverage.countryColombia
dc.date.accessioned2023-12-14T01:53:02Z
dc.date.available2023-12-14T01:53:02Z
dc.date.issued2023
dc.descriptionilustraciones, diagramasspa
dc.description.abstractLas ventas de e-commerce en Colombia crecieron un 40% en 2021, el mayor crecimiento en 6 años y se espera que el comercio electrónico total crezca un 14% en 2023. Hay desafíos en la región, en torno a la capacidad de enfrentar los retos asociados con el fortalecimiento del sector de comercio electrónico, especialmente en aspectos como la confianza en la seguridad digital, la adopción y el acceso a internet. Colombia tiene un gran potencial para el crecimiento del comercio electrónico y dado que el e-WOM puede influir en la intención de compra a través de la co-creación de valor, este estudio evalúa la relación entre el e-WOM y la co-creación de valor en tiendas de comercio electrónico en Colombia, a partir de una muestra de 1501 encuestados mediante la aplicación de la técnica de segunda generación PLS-SEM, a través del software SmartPLS4. Como resultados finales se encuentra que el modelo estructural presentado tiene poder predictivo moderado dentro de la muestra y que en Colombia el e-WOM tiene un efecto significativo sobre la co-creación de valor en tiendas de comercio electrónico. (Texto tomado de la fuente)spa
dc.description.abstractE-commerce sales in Colombia grew by 40% in 2021, the highest growth in 6 years, and total e-commerce is expected to grow by 14% in 2023. There are challenges in the region around the ability to face the challenges associated with strengthening the e-commerce sector, especially in aspects such as trust in digital security, adoption and internet access. Colombia has great potential for e-commerce growth and because e-WOM can influence purchase intention through value co-creation, this study evaluates the relationship between e-WOM and value co-creation in e-commerce stores in Colombia, based on a sample of 1501 respondents using the second-generation PLS-SEM technique, through SmartPLS4 software. As results, it is found that the presented structural model has moderate predictive power within the sample and that in Colombia e-WOM has a significant effect on value co creation in e-commerce stores.eng
dc.description.degreelevelMaestríaspa
dc.description.degreenameMagíster en Administraciónspa
dc.description.researchareaGestión de Mercadosspa
dc.format.extentxi, 67 páginasspa
dc.format.mimetypeapplication/pdfspa
dc.identifier.instnameUniversidad Nacional de Colombiaspa
dc.identifier.reponameRepositorio Institucional Universidad Nacional de Colombiaspa
dc.identifier.repourlhttps://repositorio.unal.edu.co/spa
dc.identifier.urihttps://repositorio.unal.edu.co/handle/unal/85094
dc.language.isospaspa
dc.publisherUniversidad Nacional de Colombiaspa
dc.publisher.branchUniversidad Nacional de Colombia - Sede Bogotáspa
dc.publisher.facultyFacultad de Ciencias Económicasspa
dc.publisher.placeBogotá, Colombiaspa
dc.publisher.programBogotá - Ciencias Económicas - Maestría en Administraciónspa
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dc.rights.accessrightsinfo:eu-repo/semantics/openAccessspa
dc.rights.licenseAtribución-NoComercial 4.0 Internacionalspa
dc.rights.urihttp://creativecommons.org/licenses/by-nc/4.0/spa
dc.subject.lembComercio electrónicospa
dc.subject.lembElectronic commerceeng
dc.subject.lembMercadeo por internetspa
dc.subject.proposale-WOMspa
dc.subject.proposalBoca-oído electrónicospa
dc.subject.proposalCo-creación de valorspa
dc.subject.proposalComercio electrónicospa
dc.subject.proposale-WOMeng
dc.subject.proposalElectronic Word-of-moutheng
dc.subject.proposalValue-cocreationeng
dc.subject.proposalE-commerceeng
dc.titleEvaluación de la relación entre el boca-oído electrónico (e-WOM) y la cocreación de valor en tiendas de comercio electrónico en Colombiaspa
dc.title.translatedEvaluation of the relationship between electronic Word-of-mouth (e-WOM) and value co-creation in e-commerce stores in Colombiaeng
dc.typeTrabajo de grado - Maestríaspa
dc.type.coarhttp://purl.org/coar/resource_type/c_bdccspa
dc.type.coarversionhttp://purl.org/coar/version/c_ab4af688f83e57aaspa
dc.type.contentTextspa
dc.type.driverinfo:eu-repo/semantics/masterThesisspa
dc.type.redcolhttp://purl.org/redcol/resource_type/TMspa
dc.type.versioninfo:eu-repo/semantics/acceptedVersionspa
oaire.accessrightshttp://purl.org/coar/access_right/c_abf2spa

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