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Vol. 13 Núm. 1 (2023)
Enero-Junio

Artículos

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

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

Publicado 2023-02-15

  • María Cristina Otero-Gómez
    • ,
  • Wilson Giraldo-Pérez

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

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

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

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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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