Determinants of customer retention in virtual environments. The role of perceived risk in a tourism services context
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Universitat de València
info
ISSN: 2444-9695, 2444-9709
Year of publication: 2017
Volume: 21
Issue: 2
Pages: 131-145
Type: Article
More publications in: Spanish journal of marketing-ESIC
Abstract
El objetivo de este artículo es determinar si el riesgo percibido modera los antecedentes de la retención de clientes en las compras virtuales, o si por el contrario, o si, por el contrario, estos antecedentes explican la predisposición a repetir la compra en un sitio web 2.0, cualquiera que sea el nivel de riesgo. El impacto del riesgo percibido como moderador de la influencia de la reputación del sitio web, la confianza del consumidor en el sitio web y la satisfacción del usuario con la experiencia de compra en la intención de recompra fue analizado mediante técnicas de modelización de ecuaciones estructurales y análisis multigrupo con una muestra de 455 compradores de alojamiento turístico. El análisis de datos confirma el papel de la satisfacción y la reputación de la web como constructores de confianza online y, a través de esa confianza, como factores determinantes en la intención de recompra. El riesgo percibido de compra modera la relación entre confianza y satisfacción, por lo que cuando el riesgo percibido es mayor, esa relación es más intensa.
Funding information
This work was supported by the Ministry of Economy (Spain) under Grant ECO2014-53837R.Funders
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Ministry of Economy
- ECO2014-53837R
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