The Role of Online and Offline Consumer Experience on Word of Mouth, Satisfaction and Brand Love

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The purpose of this research is to demonstrate how the online and offline consumer experience generates satisfaction, in relation to brand love. For the development of the research, a 27-item questionnaire was carried out, measured with a 5-point Likert scale, and a sample of 442 people was collecte...

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Detalles Bibliográficos
Autores: Olivas, Fernanda, Avellaneda, Flavia, Mauricio, Martín
Formato: artículo
Fecha de Publicación:2024
Institución:Universidad Peruana de Ciencias Aplicadas
Repositorio:UPC-Institucional
Lenguaje:inglés
OAI Identifier:oai:repositorioacademico.upc.edu.pe:10757/675765
Enlace del recurso:https://doi.org/10.1007/978-981-99-0333-7_15
http://hdl.handle.net/10757/675765
Nivel de acceso:acceso embargado
Materia:Brand love
E-commerce
Offline experience
Online experience
Word of mouth
https://purl.org/pe-repo/ocde/ford#3.00.00
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network_acronym_str UUPC
network_name_str UPC-Institucional
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dc.title.es_PE.fl_str_mv The Role of Online and Offline Consumer Experience on Word of Mouth, Satisfaction and Brand Love
title The Role of Online and Offline Consumer Experience on Word of Mouth, Satisfaction and Brand Love
spellingShingle The Role of Online and Offline Consumer Experience on Word of Mouth, Satisfaction and Brand Love
Olivas, Fernanda
Brand love
E-commerce
Offline experience
Online experience
Word of mouth
https://purl.org/pe-repo/ocde/ford#3.00.00
title_short The Role of Online and Offline Consumer Experience on Word of Mouth, Satisfaction and Brand Love
title_full The Role of Online and Offline Consumer Experience on Word of Mouth, Satisfaction and Brand Love
title_fullStr The Role of Online and Offline Consumer Experience on Word of Mouth, Satisfaction and Brand Love
title_full_unstemmed The Role of Online and Offline Consumer Experience on Word of Mouth, Satisfaction and Brand Love
title_sort The Role of Online and Offline Consumer Experience on Word of Mouth, Satisfaction and Brand Love
author Olivas, Fernanda
author_facet Olivas, Fernanda
Avellaneda, Flavia
Mauricio, Martín
author_role author
author2 Avellaneda, Flavia
Mauricio, Martín
author2_role author
author
dc.contributor.author.fl_str_mv Olivas, Fernanda
Avellaneda, Flavia
Mauricio, Martín
dc.subject.es_PE.fl_str_mv Brand love
E-commerce
Offline experience
Online experience
Word of mouth
topic Brand love
E-commerce
Offline experience
Online experience
Word of mouth
https://purl.org/pe-repo/ocde/ford#3.00.00
dc.subject.ocde.none.fl_str_mv https://purl.org/pe-repo/ocde/ford#3.00.00
description The purpose of this research is to demonstrate how the online and offline consumer experience generates satisfaction, in relation to brand love. For the development of the research, a 27-item questionnaire was carried out, measured with a 5-point Likert scale, and a sample of 442 people was collected. To test the hypotheses, the structural equation model (SEM) was used and the PLS technique. Finally, the results indicate that online and offline experience has an influence on word of mouth (WOM) and satisfaction, while they both have an impact on brand love. This research contributes to the study of online and offline experience and can be used as a guide to understand omnichannel in several business.
publishDate 2024
dc.date.accessioned.none.fl_str_mv 2024-09-17T14:26:51Z
dc.date.available.none.fl_str_mv 2024-09-17T14:26:51Z
dc.date.issued.fl_str_mv 2024-01-01
dc.type.es_PE.fl_str_mv info:eu-repo/semantics/article
dc.type.version.none.fl_str_mv http://purl.org/coar/version/c_970fb48d4fbd8a401
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dc.identifier.issn.none.fl_str_mv 21903018
dc.identifier.doi.none.fl_str_mv https://doi.org/10.1007/978-981-99-0333-7_15
dc.identifier.uri.none.fl_str_mv http://hdl.handle.net/10757/675765
dc.identifier.eissn.none.fl_str_mv 21903026
dc.identifier.journal.es_PE.fl_str_mv Smart Innovation, Systems and Technologies
dc.identifier.eid.none.fl_str_mv 2-s2.0-85171839107
dc.identifier.scopusid.none.fl_str_mv SCOPUS_ID:85171839107
identifier_str_mv 21903018
21903026
Smart Innovation, Systems and Technologies
2-s2.0-85171839107
SCOPUS_ID:85171839107
url https://doi.org/10.1007/978-981-99-0333-7_15
http://hdl.handle.net/10757/675765
dc.language.iso.es_PE.fl_str_mv eng
language eng
dc.rights.es_PE.fl_str_mv info:eu-repo/semantics/embargoedAccess
eu_rights_str_mv embargoedAccess
dc.format.es_PE.fl_str_mv application/html
dc.publisher.none.fl_str_mv Springer Science and Business Media Deutschland GmbH
publisher.none.fl_str_mv Springer Science and Business Media Deutschland GmbH
dc.source.none.fl_str_mv reponame:UPC-Institucional
instname:Universidad Peruana de Ciencias Aplicadas
instacron:UPC
instname_str Universidad Peruana de Ciencias Aplicadas
instacron_str UPC
institution UPC
reponame_str UPC-Institucional
collection UPC-Institucional
dc.source.journaltitle.none.fl_str_mv Smart Innovation, Systems and Technologies
dc.source.volume.none.fl_str_mv 344
dc.source.beginpage.none.fl_str_mv 191
dc.source.endpage.none.fl_str_mv 204
bitstream.url.fl_str_mv https://repositorioacademico.upc.edu.pe/bitstream/10757/675765/1/license.txt
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repository.name.fl_str_mv Repositorio Académico UPC
repository.mail.fl_str_mv upc@openrepository.com
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spelling 74f408f62146131be5ba2463f3e0c2e37002fc09f613c1a115243a4ef85e6abcb6d5d9bcc22a778405efdef0e7d07955Olivas, FernandaAvellaneda, FlaviaMauricio, Martín2024-09-17T14:26:51Z2024-09-17T14:26:51Z2024-01-0121903018https://doi.org/10.1007/978-981-99-0333-7_15http://hdl.handle.net/10757/67576521903026Smart Innovation, Systems and Technologies2-s2.0-85171839107SCOPUS_ID:85171839107The purpose of this research is to demonstrate how the online and offline consumer experience generates satisfaction, in relation to brand love. For the development of the research, a 27-item questionnaire was carried out, measured with a 5-point Likert scale, and a sample of 442 people was collected. To test the hypotheses, the structural equation model (SEM) was used and the PLS technique. Finally, the results indicate that online and offline experience has an influence on word of mouth (WOM) and satisfaction, while they both have an impact on brand love. This research contributes to the study of online and offline experience and can be used as a guide to understand omnichannel in several business.application/htmlengSpringer Science and Business Media Deutschland GmbHinfo:eu-repo/semantics/embargoedAccessBrand loveE-commerceOffline experienceOnline experienceWord of mouthhttps://purl.org/pe-repo/ocde/ford#3.00.00The Role of Online and Offline Consumer Experience on Word of Mouth, Satisfaction and Brand Loveinfo:eu-repo/semantics/articlehttp://purl.org/coar/version/c_970fb48d4fbd8a401Smart Innovation, Systems and Technologies344191204reponame:UPC-Institucionalinstname:Universidad Peruana de Ciencias Aplicadasinstacron:UPCLICENSElicense.txtlicense.txttext/plain; charset=utf-81748https://repositorioacademico.upc.edu.pe/bitstream/10757/675765/1/license.txt8a4605be74aa9ea9d79846c1fba20a33MD51false10757/675765oai:repositorioacademico.upc.edu.pe:10757/6757652026-02-17 17:40:10.318Repositorio Académico UPCupc@openrepository.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The Role of Online and Offline Consumer Experience on Word of Mouth, Satisfaction and Brand Love
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