Determinantes de la reserva de alojamiento en aplicaciones de redes sociales
DOI:
https://doi.org/10.7784/rbtur.v20.3409Palabras clave:
Comportamiento del Consumidor de Turismo, Alojamiento, Redes Sociales, Tecnología Móvil, Comercio ElectrónicoResumen
El estudio pretende desarrollar un modelo teórico que integre los determinantes que influyen en la intención de reservar alojamiento a través de aplicaciones de redes sociales. La base inicial del modelo fue la Teoría del Comportamiento Planificado (TCP), a la cual se incorporaron variables de cuatro teorías adicionales: Riesgo Percibido, Señalización, Difusión de Innovaciones y Apoyo Social. Se analizaron un total de 486 cuestionarios respondidos por consumidores brasileños. Adoptando un enfoque cuantitativo, el estudio empleó la técnica de modelado de ecuaciones estructurales por mínimos cuadrados parciales para el análisis de los datos. De las diez hipótesis propuestas, nueve fueron respaldadas. En relación con el constructo intención de reserva, la actitud emergió como el factor más influyente y significativo, mediando (total o parcialmente) otras relaciones establecidas. Entre los determinantes que influyen en la actitud, la ventaja relativa percibida resultó ser la más representativa, a pesar de su efecto moderado. El modelo aportó contribuciones teóricas y permitió la extensión de la TCP mediante la incorporación de características pertinentes a las aplicaciones de redes sociales, un enfoque aún no adoptado en estudios previos. Los resultados pueden ayudar a las empresas de alojamiento a aprovechar dichas aplicaciones como canales de venta en línea.
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