La resistencia a la información negativa online de marcas bancarias a partir de las actitudes del consumidor

María Cristina Otero-Gómez; Wilson Giraldo-Pérez

doi:10.19053/20278306.v13.n1.2023.16062

Autores/as

María Cristina Otero-Gómez Universidad de los Llanos, Villavicencio, Colombia
Wilson Giraldo-Pérez Universidad de los Llanos, Villavicencio, Colombia

DOI:

https://doi.org/10.19053/20278306.v13.n1.2023.16062

Palabras clave:

fuentes de información;, búsqueda en línea;, difusión de la información;, medios sociales

Resumen

El objetivo de este manuscrito es explicar la incidencia de las actitudes cognitivas y afectivas en la resistencia a la información negativa que circula en el entorno online sobre los bancos en Colombia. La información se recopiló de una muestra de 282 usuarios de bancos. Los datos se analizaron mediante el software IBM SPSS Statistics V.25. La actitud cognitiva se midió a partir de las escalas de la experiencia del servicio y la actitud afectiva consideró los ítems del amor a la marca. Los resultados sugieren que tanto la dimensión cognitiva como la afectiva fomentan la resistencia a la información negativa, sin embargo, es el componente racional el que tiene un efecto positivo más fuerte en comparación con el componente emocional. Se concluye que cuando el consumidor tiene experiencias positivas en la prestación del servicio, es renuente a la influencia de comentarios negativos que puedan disminuir la imagen del banco.

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Biografía del autor/a

María Cristina Otero-Gómez, Universidad de los Llanos, Villavicencio, Colombia

Profesional en Comercio Internacional, Doctora en Marketing

Wilson Giraldo-Pérez, Universidad de los Llanos, Villavicencio, Colombia

Administrador de Empresas, Doctor en Marketing

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