Factores que influyen en el arrepentimiento del consumidor al comprar en línea
una revisión sistemática de la literatura
DOI:
https://doi.org/10.47385/cadunifoa.v20.n55.5605Palabras clave:
dissonância cognitiva, compras online, insatisfação pós-compraResumen
Este estudio investigó los factores que influyen en el arrepentimiento del consumidor al comprar en línea, centrándose en la disonancia cognitiva. Basándose en una revisión sistemática de 18 artículos de Scopus y Web of Science, los principales factores identificados incluyen expectativas incumplidas, reseñas negativas, información poco clara, riesgo percibido y compras impulsivas. Estos factores contribuyen a la insatisfacción posterior a la compra al crear una disparidad entre las expectativas y la realidad de los productos adquiridos. El estudio indica que las expectativas frustradas y las reseñas negativas de otros consumidores son las causas más frecuentes de disonancia cognitiva, seguidas de la falta de detalles del producto y el riesgo percibido. Las compras impulsivas, aunque menos impactantes, también afectan la satisfacción del consumidor. El estudio busca ayudar al sector del comercio electrónico proporcionando estrategias para reducir el arrepentimiento del consumidor y aumentar la satisfacción y la fidelización, además de recomendar prácticas que minimicen la disonancia cognitiva y aumenten la satisfacción del cliente. Se recomienda que las empresas de comercio electrónico inviertan en una comunicación clara y transparente, alineando sus campañas con las características reales de los productos y promoviendo reseñas positivas. La investigación concluye que la alineación entre la comunicación y la realidad del producto puede minimizar la disonancia cognitiva y contribuir así a una relación más positiva a largo plazo entre los consumidores y los minoristas en línea.
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