A relação entre as dimensões da confiança e seus antecedentes com lealdade e boca a boca no contexto de compras online

Abstract

Researchers in the area of management and marketing have studied the understanding of factors such as online consumer confidence, loyalty, site quality, satisfaction and word of mouth. The present work had as objective the proposition and testing a theoretical model to verify the dimensions of trust and their antecedents which affect the loyalty and word of mouth of online consumer, more specifically the internet trust, trust in third parties and confidence in the supplier site. To achieve the objectives of this study, it sought to identify in the literature the relationship among constructs searched. On the basis of the reviewed studies, it was developed an instrument with scales already validated in the context of online shopping marketing, being evaluated and reviewed through pre-test. The data was collected through a survey with 270 respondents who bought consumer electronics products over the Internet. The statistical technique used was Structural Equation Modeling (SEM) whereby model was tested and their hypotheses. It was tested even the mediation of the types of trusts: trust on the internet, trust and confidence in third party supplier, between the background of quality of the site and satisfaction, influencing on loyalty and word of mouth of the consumer. The results indicated a good model adjustment in accordance with what is proposed in the literature, indicating that the quality of the site influences the different dimensions of trust and satisfaction, the Sat more influence trust in supplier and this is the one that influences the loyalty. As for mediation, in this test it was possible to show that there is a total of mediation confidence in supplier site between the quality of the site and loyalty. In addition, it was found that confidence in the internet and in third parties exert a certain influence on the behavior of loyalty and word of mouth, but do not affect the tust in the supplier site. The implications of these analyses, both managerial and academic are presented in this study in order to contribute to the advancement of studies in the area.