VIIIEvaluación de los efectos de la confianza del consumidor sobre el boca-oído electrónico (e-WoM) en tiendas de comercio electrónico en Colombia

Search engines record the queries that users submit, including a large number of queries that include brand names. This data holds promise for assessing brand health. However, before adopting brand search volume as a brand metric, marketers should understand how brand search relates to traditional survey-based measures of brand attitudes, which have been shown to be predictive of sales. We investigate the relationship between brand attitudes and search engine queries using a unique micro-level data set collected from a panel of Google users who agreed to allow us to track their individual brand search behavior over eight weeks and link this search history to their responses to a brand attitude survey. Focusing on the smartphone and automotive markets, we find that users who are actively shopping in a category are more likely to search for any brand. Further, as users move from being aware of a brand to intending to purchase a brand, they are increasingly more likely to search for that brand, with the greatest gains as customers go from recognition to familiarity and from familiarity to consideration. Additionally, users that own and use a particular automotive or smartphone brand are much more likely to search for that brand, even when they are not in market suggesting that a substantial volume of brand search in these categories is not related to shopping or product search. We discuss the implications of these findings for assessing brand health from search data.

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This study involved using teaching strategies from the ARCS Motivational Model to develop new interdisciplinary curricular modules and ability assessments that combine Atayal culture with information technology. The purpose was to explore whether, through pedagogy based on the ARCS motivational model, indigenous middle-school students had a significant improvement in teamwork, creative thinking, and communication abilities, and whether or not students' interest in information technology and culture was inspired. Research subjects were 17 first-year students in an Atayal Comprehensive Junior-Senior High School in Nan'ao, Yilan County. The research period was 2016-2017, and data was collected from teaching demonstrations, thoughts written down by students, and tests. Research tools include the qualitative written thoughts of the students and a quantitative assessment of the key abilities of teamwork, creative thinking, and communication abilities. There were a total of 33 items. To explore whether there was a significant change in indigenous students' teamwork, creative thinking, and communication abilities, the Wilcoxon signed-rank test was used for statistical analysis of pre-test and post-test results. Research results show that indigenous students performed significantly better in the post-test than in the pre-test with respect to teamwork, creative thinking, and communication. The thoughts students wrote down after class clearly expressed interest in the crossdisciplinary course combining culture and information technology. Therefore, the course using an ARCS motivational model to combine Atayal culture and information technology significantly improved indigenous students' teamwork, creative thinking, and communication abilities.