eWOM y la Intención de Recompra entre los Consumidores Jóvenes

Abstract

The objective of this article is to analyze the impact of repurchase intention and eWOM (electronic word-of-mouth), considering the quality of channel integration, customer engagement, and trust among young consumers. An online survey was used to poll 380 consumers. A quantitative method was employed. The results show that customer engagement and trust directly influence repurchase. Also, that customer engagement has a direct effect on generating positive eWOM. The findings suggest that retailers should understand their strengths to influence consumer behavior. The originality of this research lies in the fact that few studies have explored the holistic effects of customer integration, engagement, and trust quality on consumer behavior. Limitations include the type of instrument used and its application in a single region.