ArtículoLas características del boca-oído electrónico y su influencia en la intención de recompra online información del artículo Historia del artículo: Recibido el 19 de mayo de 2014 Aceptado el 9 de marzo de 2015 On-line el 18 de abril de 2015Códigos JEL: M31 O33Palabras clave: Boca-oído electrónico Comercio electrónico Calidad de la información Confianza Intención de recompra online r e s u m e n Con la creciente expansión de Internet, cada vez es más habitual que las empresas incluyan en sus pági-nas de venta online un espacio virtual donde los usuarios compartan información sobre los productos o servicios ofrecidos. Este estudio explora las características de las recomendaciones publicadas por los usuarios (cantidad, credibilidad y calidad del boca-oído electrónico) como antecedentes de la intención de recompra a través de su influencia en la actitud y confianza hacia el vendedor online y en la utilidad percibida de la tienda virtual. Para contrastar las hipótesis propuestas se procedió al diseño de una encuesta online, utilizándose una muestra de conveniencia formada por 252 consumidores. El modelo fue testado mediante ecuaciones estructurales, utilizando la técnica Partial Least Squares (PLS). Los resultados muestran que, si bien todas las características del boca-oído electrónico influyen positivamente en la utilidad percibida de la página web, solo la calidad de los comentarios influye en la confianza. Asimismo, una mayor cantidad de recomendaciones en la plataforma puede afectar negativamente a la confianza en el vendedor online. Este trabajo pone de manifiesto la importancia de la actitud hacia el vendedor y la utilidad percibida de la página web como antecedentes de la intención de recompra online. JEL classification: M31 O33Keywords: Electronic word-of-mouth Electronic commerce Information quality Trust Online repurchase intention a b s t r a c t With the increasing expansion of Internet as a tool for exchanging information, companies include in their websites a virtual space to share information among users. This study explores the characteristics of consumers' reviews (electronic word-of-mouth quantity, credibility and quality) as antecedents of customers' online repurchase intentions. Specially, it proposes a model where trust on an online seller, consumers' actitude and perceived usefulness of a website have an influence on repurchase intentions. For testing the hypotheses, an online survey was employed, using a convenience sample with 252 customers. Structural equation modeling with Partial Least Squares (PLS) was used to test the research model. Results show that all EWOM characteristics have a positive influence on perceived usefulness of the website. Moreover, only EWOM quality has a positive and direct effect on trust on online seller, and EWOM quantity has a negative one. This work highlights the importance of attitude towards online seller and the perceived usefulness of the website as antecedents of online repurchase intention. IntroducciónCada vez con mayor frecuencia, los consumidores a...

Purpose -The study of the relationships established between firms and their suppliers is of great interest at the present time, not only among academics but also among practitioners in business. But, although many works analyze this temporal orientation, fewer analyze the effect of company size on it. This paper sets out to discuss this issue. Design/methodology/approach -An important proportion of firms is made up of small and medium-sized enterprises (SMEs), and their economic importance is vital. Therefore, this current work, taking the Spanish agro-food industry as a reference, analyzes the possible influence of the size of the customer firm on the temporal orientation of its supply relationships, specifically differentiating between SMEs and micro-SMEs. The moderating effect analysis, included in the EQS software, has been used. Findings -The company size influences the temporal orientation of firm-supplier relationships. Important conclusions related to trust, commitment and satisfaction emerge. Discussions related to main results and to the main implications of the study are also included.Research limitations/implications -The specificity of the sector considered in the empirical analysis may limit the scope for generalization of the conclusions. Originality/value -No previous research analysing the effect of size on the temporary orientation of firm-supplier relationships has been identified.

The purpose of this paper is to analyse when firms implement CSR and the efficacy of such activities in specific contexts and industries. This paper analyses the specific context of the Spanish construction and real estate industry between its convulsing period of 2007-2009. By using a longitudinal multi-case approach, the study suggests links between market orientation and CSR. The research also identifies two profiles of firms. The first group, which is proactive (e.g., market oriented), demonstrate altruistic concerns about consumers and CSR; for the second, which is more reactive, their concerns about CSR are more opportunistic and aimed at attracting additional customers or responding to competitive pressures

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PurposeTaking the Spanish agro‐food sector as reference, the current work seeks to examine the moderating effect of the type of input exchanged; specifically, to analyze the potential differences in temporal orientation of the relationships established between companies and suppliers of “core” and “auxiliary” inputs.Design/methodology/approachThe information was obtained by means of a postal survey of managers responsible for the supply function from a random sample of Spanish agro‐food companies, specifically wine producers. The reason for approaching these professionals was to obtain responses from individuals who are directly in contact with the firm's suppliers, and who negotiate the purchasing agreements.FindingsThe findings show that, although communication, trust and satisfaction are always important as evaluated elements, their importance is higher when “core” products are considered. The data also indicate that for the case of products that are considered “core”, the relation between commitment and the long‐term orientation of the relationship is not significant. In this way, the more relevant the input is, more important are communication, trust and satisfaction, and the less important is commitment.Originality/valueAlthough many studies have analyzed the long‐term orientation of buyer‐seller relationships, very few have considered the influence of the type of product exchanged. And furthermore, no previous works have analyzed the moderating effect of product type on the factors determining this long‐term orientation.