La resistencia a la información negativa online de marcas bancarias a partir de las actitudes del consumidor
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.
Palabras clave
fuentes de información;, búsqueda en línea;, difusión de la información;, medios sociales
Biografía del autor/a
María Cristina Otero-Gómez
Profesional en Comercio Internacional, Doctora en Marketing
Wilson Giraldo-Pérez
Administrador de Empresas, Doctor en Marketing
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