dc.creatorMüller-Pérez, Jessica
dc.creatorAcevedo-Duque, Ángel
dc.creatorValenzuela Rettig, Pilar
dc.creatorGarcía-Salirrosas, Elizabeth Emperatriz
dc.creatorFernández-Mantilla, Mirtha Mercedes
dc.creatorIzquierdo-Marín, Sandra Sofía
dc.creatorÁlvarez-Becerra, Rina
dc.date.accessioned2023-11-29T22:57:16Z
dc.date.accessioned2024-08-06T21:11:58Z
dc.date.available2023-11-29T22:57:16Z
dc.date.available2024-08-06T21:11:58Z
dc.date.created2023-11-29T22:57:16Z
dc.date.issued2023
dc.identifierhttps://hdl.handle.net/20.500.13067/2817
dc.identifierSustainability
dc.identifierhttps://doi.org/10.3390/su15086570
dc.identifier.urihttps://repositorioslatinoamericanos.uchile.cl/handle/2250/9539692
dc.description.abstractCOVID-19 caused a major shift in consumer behavior online at companies that focused on offering products to a traditional and more diverse (LGBTTTQI+) market. For this reason, an online survey was carried out through the digital platforms Facebook and LinkedIn in the last months of the pandemic (COVID-19) to determine how interpersonal influences and electronic word of mouth (eWOM) affect the intention to buy back online products and services, even after the pandemic. Data was collected from 384 consumers and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), confirming that both interpersonal influences and electronic word of mouth explain repurchase intention, and that electronic word of mouth had the greatest influence. Theoretical and practical implications include insights for social media marketers, and evidence of a dramatic shift in the use of technology by consumers from COVID-19 to new market segments. The findings showed that the behavior of consumers on these two social platforms was inclined to more diverse user; 50% of the users who responded to the survey were oriented to a more socio-diverse community.
dc.languageeng
dc.publisherMDPI
dc.rightshttps://creativecommons.org/licenses/by/4.0/
dc.rightsinfo:eu-repo/semantics/openAccess
dc.source15
dc.source8
dc.source1
dc.source13
dc.subjectDigital platform
dc.subjectIndustry 4.0
dc.subjectElectronic consumer behavior
dc.subjectYouth
dc.subjectCOVID-19
dc.subjectLGBTTTQI+
dc.titleConsumer Behavior after COVID-19: Interpersonal Influences, eWOM and Digital Lifestyles in More Diverse Youths
dc.typeinfo:eu-repo/semantics/article


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