Impacto del boca a boca electrónico (e-WOM) en las decisiones de compra en línea: Una revisión sistemática en contextos empresariales
DOI:
https://doi.org/10.5281/zenodo.14051441Palabras clave:
decisión, compra online, consumidor, producto, E-WOM (boca a boca electrónico)Resumen
La investigación sobre la influencia de la E-WOM en las decisiones de compra online de los consumidores es esencial para las empresas en un entorno digital creciente, dada la prevalencia de las transacciones digitales. Esta revisión sistemática de la literatura científica identifica tendencias y técnicas óptimas a través del análisis de 60 artículos de revistas indexadas en la Web of Science y Scopus. Los hallazgos destacan la importancia de la credibilidad de la información y la calidad de la narración en la percepción del E-WOM por parte de los compradores, así como la influencia de factores como la generación y la reputación del producto en la decisión de compra. Se concluye que la E-WOM sigue siendo crucial en la toma de decisiones del consumidor online; además, se reconocen limitaciones debido a la complejidad del proceso decisional y la influencia de múltiples factores en la selección del cliente.
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