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Recommend or not : is generation the key? A perspective from the SOR paradigm for online stores in Colombia

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dc.contributor.authorPeña García, Nathaliespa
dc.contributor.authorvan der Woude, Davidspa
dc.contributor.authorRodríguez Orejuela, Hector Augustospa
dc.contributor.orcidPeña García, Nathalie [0000-0002-6594-5940]
dc.contributor.orcidvan der Woude, David [0000-0003-1682-9481]
dc.contributor.orcidRodríguez Orejuela, Hector Augusto [0000-0003-2865-1748]
dc.contributor.scopusPeña García, Nathalie [57202849705]
dc.contributor.scopusvan der Woude, David [57204114134]
dc.contributor.scopusRodríguez Orejuela, Hector Augusto [35739088000]
dc.date.accessioned2023-06-21T22:22:57Z
dc.date.available2023-06-21T22:22:57Z
dc.date.issued2020
dc.description.abstractenglishWord-of-mouth behavior is one of the most effective marketing communications. Despite not being able to be controlled by the company, it can be influenced. Its importance lies in its effectiveness in repeat sales and attracting new customers. However, in the study of consumer behavior, it has been shown that the differences between subgroups can be relevant for the business sector, allowing it to generate specific strategies for each segment. In that respect, this research aims to find the determinants of WOM in generations X and Y to know the meanings these consumers give to the elements proposed within the SOR paradigm. A quantitative study was conducted using a sample of 537 e-commerce customers surveyed with a structured questionnaire to test the proposed relationships. Results are analyzed with structural equations, and a multigroup analysis is presented to find the differences between generation X and generation Y. The results indicate that, for millennials, the ease of use of electronic stores is essential to enjoying the shopping experience. Implications are discussed in the paper.eng
dc.description.orcidhttps://orcid.org/0000-0002-6594-5940
dc.description.orcidhttps://orcid.org/0000-0003-1682-9481
dc.description.orcidhttps://orcid.org/0000-0003-2865-1748
dc.description.scopushttps://www.scopus.com/authid/detail.uri?authorId=57202849705
dc.description.scopushttps://www.scopus.com/authid/detail.uri?authorId=57204114134
dc.description.scopushttps://www.scopus.com/authid/detail.uri?authorId=35739088000
dc.identifier.doihttps://doi.org/10.3390/su142316104
dc.identifier.eissn2071-1050
dc.identifier.instnameinstname:Colegio de Estudios Superiores de Administración – CESA
dc.identifier.reponamereponame:Biblioteca Digital – CESA
dc.identifier.repourlrepourl:https://repository.cesa.edu.co/
dc.identifier.urihttp://hdl.handle.net/10726/5029
dc.language.isoeng
dc.publisherMDPI AG
dc.relation.citationissue23
dc.relation.citationvolume14
dc.relation.ispartofjournalSustainability
dc.rights.accessrightsinfo:eu-repo/semantics/openAccess
dc.rights.coarhttp://purl.org/coar/access_right/c_abf2
dc.rights.localAbierto (Texto Completo)
dc.subject.proposalElectronic commerce
dc.subject.proposalWord of mouth
dc.subject.proposalSOR model
dc.subject.proposalGeneration study
dc.subject.proposalConsumer behavior
dc.titleRecommend or not : is generation the key? A perspective from the SOR paradigm for online stores in Colombiaeng
dc.typearticle
dc.type.coarhttp://purl.org/coar/resource_type/c_2df8fbb1
dc.type.coarversionhttp://purl.org/coar/version/c_71e4c1898caa6e32
dc.type.driverinfo:eu-repo/semantics/article
dc.type.redcolhttp://purl.org/redcol/resource_type/ART
dc.type.versioninfo:eu-repo/semantics/acceptedVersion

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