Purpose – The purpose of this study is to identify and describe how consumer perceptions regarding information quality, sender credibility and effect of eWOM-communication differ between Facebook and Prisjakt. Approach – Based on previous research an analytical model was designed. The parts in the model were the aspects of the problem which the present study aimed to examine. An experimental design was applied in which ten students at Örebro University were exposed to a scenario where they took part of eWOM-communication concerning a specific product on Facebook and Prisjakt and then had to answer questions in an interview. The analytical model formed the base of the interview guide used in the interview and the specific product was chosen with help from a focus group. Implication – The study illustrates that consumers may perceive the quality higher on Prisjakt while the sender credibility can be perceived higher on Facebook. Despite this conclusion the effect of eWOM-communication in this study is that the information on Facebook is adopted to a greater degree than the information on Prisjakt. The reason for this is that the sender credibility appeared to be more important in the process of information adoption. / Syfte – Syftet med denna studie är att identifiera och beskriva hur konsumenters uppfattning skiljer sig mellan Facebook och Prisjakt gällande informationens kvalitet, avsändarens trovärdighet och effekten av eWOM-kommunikation. Tillvägagångssätt – Utifrån tidigare forskning utformades en analysmodell vars delar var de aspekter av problemet som studien syftade till att undersöka. En experimentell design tillämpades där tio studenter vid Örebro universitet fick sätta sig in i ett scenario där de tog del av eWOM-kommunikation gällande en specifik produkt på Facebook respektive Prisjakt och sedan fick svara på frågor i en intervju. Analysmodellen låg till grund för en intervjuguide som användes vid intervjun och den specifika produkten diskuterades fram med hjälp av en fokusgrupp. Slutsats – Studien illustrerar att konsumenter kan uppfatta informationens kvalitet högre på Prisjakt medan avsändarens trovärdighet kan uppfattas högre på Facebook. Trots detta är slutsatsen gällande effekten av eWOM-kommunikation i studien att informationen på Facebook tenderar att anammas till en större grad än informationen på Prisjakt. Anledningen till detta är att avsändarens trovärdighet visade sig vara av större betydelse i processen av informationsanammande.

Made available in DSpace on 2010-04-20T20:14:43Z (GMT). No. of bitstreams: 1 61080100031.PDF: 7443816 bytes, checksum: a82ca7f98a374b3f75cdb221b7fb942b (MD5) Previous issue date: 2010-02-22T00:00:00Z / O impacto do boca a boca na Imagem da Marca e no julgamento de produtos (bens e serviços) tem sido estudado há tempos na disciplina de comportamento do consumidor. Com o crescimento da internet como mídia social e meio de comunicação entre consumidores e empresas, o boca a boca ganhou força junto a profissionais e pesquisadores de Marketing. Uma revisão da literatura permitiu traçar um paralelo entre o boca a boca tradicional e o eletrônico. É preciso compreender cientificamente a influência do boca a boca eletrônico no comportamento do consumidor. Para isto, foram realizados dois estudos nesta dissertação, sendo o primeiro um estudo exploratório a partir da realização de entrevistas e aplicação de questionários a consumidores, profissionais de Marketing e especialistas do assunto com o intuito de levantar percepções gerais sobre o tema. Para avaliar estatisticamente as hipóteses propostas nesta dissertação, o segundo estudo foi a realização de um experimento com 168 estudantes, contando com cinco cenários e três tipos de produtos (Vestuário, Cosméticos e Lojas Online). A variável independente foi o Comentário Postado pelo consumidor. Duas foram as variáveis dependentes: Imagem da Marca e Intenção de Compra dela. Para a mensuração da Imagem da Marca se utilizou a escala de Personalidade de Marca de Aaker (1997). No tocante à Intenção de Compra, um concurso foi elaborado para os sujeitos. No início e no final da coleta de dados, os participantes escolhiam as empresas das quais ganhariam um prêmio (vale compra), caso fossem os vencedores. Mediu-se a Intenção de Compra em função da escolha dos consumidores antes e depois do estímulo, sendo comparados, ainda, os resultados dos diferentes cenários. Constatou-se que os comentários negativos e positivos que os consumidores postam na internet têm um impacto significante na Imagem da Marca para outros consumidores nos produtos Vestuário e Loja Online. Mas não foram percebidos impactos destes comentários na Imagem da Marca no produto Cosmético e na Intenção de Compra dos outros consumidores nos três tipos de produtos testados. O Gerenciamento dos Comentários negativos (resposta da empresa a comentário postado pelo consumidor) apresentou uma redução no impacto do comentário na Imagem da Marca para os outros consumidores no produto Loja Online. Contudo, os tons alinhados com Foco Regulatório do consumidor nas respostas das empresas não provocaram diferenças significativas, contra indicando essa concepção teórica como meio de aprimorar os resultados do Gerenciamento dos Comentários. Várias implicações científicas e profissionais interessantes decorrem da pesquisa. Para o praticante, se viu que a internet 2.0 é uma mídia a ser considerada no esforço de comunicação da empresa e que ela deve ser considerada como um canal de comunicação bidirecional. / The impact of Word of Mouth Communication on Brand Image and the evaluation of products (goods and services) has been studied for some time in the discipline of consumer behavior. With the growth of the Internet as a social media and as a means of communication between consumers and enterprises, Word of Mouth has gained strength with Marketing professionals and researchers. A review of the literature draws a parallel between traditional Word of Mouth and its electronic version. It is essential to understand scientifically the influence of Electronic Word of Mouth on consumer behavior. In order to do this, two main studies were made: the first one was an exploratory stage conducted with interviews and questionnaires applied to consumers, marketers, and experts on the subject in order to raise general perceptions on the issue. The second study aims to evaluate statistically the hypotheses proposed in this work and involves an experiment applied to 168 students, considering five scenarios and three types of products (clothing, cosmetics and Online Stores). The independent variable was the Comment Posted by the consumer on the internet. Two were the dependent variables: Brand Image and Purchase Intention. To measure Brand Image, the scale "The Brand Personality" by Aaker (1997) was used. To measure Purchase Intention subjects participated in a contest where they chose, at the beginning and end of data collection, the companies from which they would gain a gift certificate, if they won the contest. Purchase Intention was measured depending on the choice of consumers before and after the stimulus, and compared also the results of different scenarios. It was found that the positive and negative comments that consumers posted on the internet have a significant impact on Brand Image for other consumers of products in Clothing and Online stores. However, there was no perceived impact based on these comments regarding Cosmetic products. No impact was found on other consumers' Purchase Intention. Management of Negative Comments (company's response to comments posted by the consumer on the internet) decreased the negative impact of comments on other consumer's Brand Image on product Online Store and the use of Regulatory Focus Theory on companies' responses did not cause significant differences, counter indicating this theoretical concept as a mean to improve the results of managing the comments posted by the consumer on the internet. Several implications of scientific and professional interest arise from this research. For a Marketing professional, it is evident that internet 2.0 should be considered in the media plan of a company and that it should be treated as a two-way communication channel with consumers.

A la frontière entre les industries du divertissement et la production culturelle, grand fournisseur de contenu à l'économie numérique, l'industrie du cinéma soulève des questions intéressantes dans le champ de l'économie et du marketing. Cette thèse répond à trois questions empiriques importantes sur ce sujet à l'aide de différentes méthodes adaptées (économétrie des données de panel, différence-de-différences, économétrie structurelle) et propose un nouveau développement théorique du modèle nested logit. Le premier chapitre étudie l'effet des notes des consommateurs sur Internet, et analyse la complémentarité et la substituabilité de ces notes avec l'information disponible avant la sortie des films en salle. Le deuxième chapitre étudie l'effet redistributif de la loi anti-piratage Hadopi sur les entrées des films en salle, en écartant minutieusement les phénomènes alternatifs pouvant affecter les résultats. Le troisième chapitre considère la saisonnalité dans l'industrie française du cinéma et décompose séparément les entrées des films en salle en le niveau de l'offre (le nombre et la qualité des films), la demande saisonnière sous-jacente, les variations météorologiques, et les promotions nationales en estimant un modèle nested logit à trois étages tenant compte de la congestion des films dans les salles de cinéma. Le modèle est utilisé pour identifier les dates de sortie optimales en fonction des types de film. / At the frontier between entertainment industries and cultural production, vital content provider of digital economy, the motion picture industry raises several interesting questions in the field of economics and marketing. This dissertation tackles three important empirical questions in the motion picture industry using different methods (panel data models, difference-in-differences, and structural econometrics) and brings a new theoretical development about the nested logit model. The first chapter deals with online consumer reviews, also known as electronic word of mouth (eWOM), and focuses on the extent to which prerelease information alters the effect of eWOM on movie sales. The second chapter studies the collateral damages of the French anti-piracy law known as Hadopi on box office performances of movies, by carefully ruling out alternative explanations of the result. The third chapter investigates on seasonality in the French movie industry. The analysis separately identifies and decomposes movie sales into the number and quality of available movies, underlying seasonal demand, weather shocks, and national sales promotion by estimating a three-level nested logit model of weekly demand accounting for congestion on movie theaters' screens. The model is used to identify optimal release periods depending on the types of movie.

近年來，隨著網際網路及線上社群日益普及，電子口碑的影響力迅速壯大。有鑑於這樣的趨勢，許多廠商開始尋找具有一定人氣的公眾人物或網路紅人為產品撰寫業配文。做為一種相對新穎的行銷方式，業配文同時兼具一般電子口碑的特性與產品代言的商業色彩。正因為它並非單純自發性的使用心得分享，許多消費者仍對其可信度有所疑慮，且大眾對其之觀感亦差異甚大。 本研究遂以信號理論（Signaling Theory）的觀點出發，將業配文撰文者視為信號傳遞者（Signaler）、文章內容視為信號本身（Signal）、消費者視為信號接收者（Receiver）、承載文章之平台視為信號環境（Signaling Environment），探討此四大面向中可能影響消費者文章信任、產品態度與購買意願之因素。 本研究採量化分析，透過發放線上問卷蒐集初級資料，經統計迴歸分析後發現，信號接收者面向的「撰文者與消費者相似性」、「撰文者過往名聲」、信號本身面向的「文章內容真實性」以及信號環境面向的「平台可信度」確實對文章信任有正向顯著影響，並會藉之進而影響產品態度和購買意願。此外，「平台生動性」及「平台互動性」則直接對產品態度有正向顯著影響。而本研究也針對文章信任之中介效果及信號接收者面向的「消費者人格外向開放性」、「消費者過去受業配文影響之經驗」、「消費者產品知識程度」是否具調節效果進行分析，詳細結果於研究中將一一闡述。 / In recent years, the impact of Electronic Word-of-Mouth (eWOM) has surged due to the prevalence of the Internet and social media. In response to this phenomenon, many firms have been inviting public figures or Internet celebrities to write sponsored (blog) posts for certain products. Sponsored posts, in substance, lie somewhere between solely spontaneous sharing of personal experiences and actual endorsements. Hence, many consumers still take sponsored posts with a grain of salt and remain skeptical of their authenticity as well as trustworthiness. This research builds upon Signaling Theory by adopting the concept of “Signaler”, “Signal”, “Receiver”, and “Signaling Environment”, and aims at clarifying some possible factors that may influence consumers’ trust toward the sponsored posts, product attitude and purchase intention. Among the independent variables, “Similarity between Writer and Consumer”, “Writer’s Reputation”, “Content Truthfulness”, and “Media Credibility” are significantly positively correlated with consumers’ trust toward the sponsored posts, which then positively influences consumers’ product attitude and purchase intention. Meanwhile, “Media Vividness” and “Media Interactivity” also contribute significantly to consumers’ product attitude. Other factors involved, the mediating effect of trust, as well as the moderating effect of “Consumer’s Personality” and “Consumer’s Past Experiences” are further discussed in this research.

El presente trabajo de investigación se realizó con el objetivo de confirmar si existe una relación entre las características del eWOM, imagen de marca y la intención de compra de los millennials en las principales tiendas por departamento online. La metodología incluyó una investigación de tipo cualitativa y cuantitativa, con un muestreo no probabilístico por conveniencia. En primera instancia, se realizó un focus group como herramienta de investigación cualitativa, para conocer el comportamiento de los millennials en el e-commerce y el boca – oído electrónico. Luego, como instrumento de investigación cuantitativa, se aplicaron 339 encuestas para analizar la relación entre las variables de estudio. En el primer capítulo, se presentará el marco teórico, donde definimos las principales variables de estudio: el eWOM, la intención de compra y la imagen de marca. Así mismo, se analizarán los papers consultados para la elaboración del estudio y sus principales hallazgos de investigación. En el segundo capítulo, presentaremos las hipótesis, objetivos y determinaremos la problemática del estudio. Mientras que en el tercer capítulo hablaremos de la metodología, detallando el tipo de investigación, la operalización de las variables de estudio, el proceso de muestreo y los instrumentos metodológicos para el recojo de investigación. En el cuarto y quinto capítulo se analizarán los resultados de la investigación, junto a los análisis estadísticos, como el coeficiente de correlación de Spearman, y se realizará una comparativa entre los resultados y la teoría dentro de los papers de referencia. Por último, se brindarán las conclusiones y recomendaciones de la investigación. / The objective of the present study was to discover the impact of eWOM on the purchase intention of the millennial consumer towards the main online department stores. The methodology included a qualitative and quantitative research, with a convenience non-probability sample. In first place, we perform a focus group, as a qualitative research tool, to learn about the behavior of young millennials in the peruvian e-commerce, and their relationship with eWOM. After that, we used an online survey as a quantitative research instrument, that was applied to 339 users with the objective to verify the relationship between eWOM, brand image and purchase intention. In the first chapter, we’ll study the theoretical framework, where the variables of eWOM, purchase intention and brand image are defined; and the research findings of papers consulted for the investigation. In the second chapter, we’ll present the hypotheses, objectives and the study problems. While, in the third chapter, we’ll talk about the methodology used, the operationalization of the main variables, the sampling process and the methodological instruments for research. In the fourth and fifth chapter, the results of the investigation will be analyzed using statistical systems such as the Spearman Correlation Coefficient. Also, we´ll see a comparison of the results with the theory and the conclusions and final recommendations of the investigation. / Tesis

Titel: Service Recovery genom hantering av eWOM - En studie om e-handelns modebransch. Nivå: Examensarbete på grundnivå (kandidatexamen) i ämnet företagsekonomi. Författare: Omar Aboukhaled & Viktor Oleandersson. Handledare: Akmal Hyder. Datum: 2022 juni. Syfte: Syftet med denna studie är att undersöka hur e-handelsföretag inom modebranschen hanterar negativ eWOM genom nyttjandet av Service Recovery. Metod: Studien utgår från en kvalitativ metod med ett hermeneutistiskt synsätt samt en induktiv forskningsansats. Empirin består av sju semistrukturerade intervjuer. Slutsats: Digitala utvecklingen har givit ett stort utrymme för Service Failure, det har även underlättat för eWOM att spridas. Vanligaste orsakerna till att negativ eWOM sprids enligt studien är framförallt leveransproblem eller missnöje över en produkt. Studien visar även att majoriteten av företagen saknar en plan för Service Recovery och istället förlitar sig på kundserviceavdelningen. Studiens bidrag: Studiens bidrag till teorin inom marknadsföring är en ökad förståelsekring hur svenska företag inom e-handelns modebransch hanterar negativ eWOM samtorsakerna till eWOMs uppkomst. Det praktiska bidraget är en visdom för ehandelsföretag inom modebranschen för att kunna utforma en Service Recovery strategisamt vilka aspekter som kan förebygga negativ eWOM. Förslag till vidare forskning: Forskningen kan fördjupas ytterligare genom att ta hänsyn till kundens perspektiv. Vidare framgick det i denna studie att den digitala utvecklingen har påverkat e-handelsföretag och eWOM markant, därav blir det av intresse att undersöka hur företag ska handskas med digitaliseringen. Slutligen är ett förslag att undersöka detta ämne inom andra branscher. / Title: Service Recovery by managing eWOM - A study of the e-commerce fashion industry. Level: Final assignment for Bachelor Degrees in Business Administration. Authors: Omar Abou Khaled & Viktor Oleandersson. Supervisor: Akmal Hyder. Date: 2022 June. Aim: The purpose of this study is to investigate how e-commerce companies in the fashion industry manage negative eWOM through the use of Service Recovery. Method: This study is based on a qualitative method with a hermeneutic approach and an inductive research approach. The empirical data consists of seven semi-structured interviews. Conclusion: Digital development has given a lot of room for mistakes, it is also easier for eWOM to spread. The most common reasons for negative eWOM spreading are mainly delivery issues or dissatisfaction with a product. The study also shows that the majority of companies lack strategies and instead rely on the customer service department, which makes it important to have well-trained staff. Contribution: The study’s contribution to the theory in marketing is an increased understanding of how Swedish companies in the e-commerce fashion industry manage negative eWOM and the reasons for eWOM’s emergence. The practical contribution is a wisdom for e-commerce companies in the fashion industry to be able to design a Service Recovery strategy and the aspects that can prevent negative eWOM. Suggestions for future research: The research can be further deepened by taking the customer perspective into account. It will also be of interest to investigate how companies should deal with digitalisation. Finally, a suggestion is to study this topic in other industries.

El presente trabajo tiene como finalidad identificar las variables imagen de marca, calidad percibida del producto, el boca a boca electrónico y el país de origen en relación a la intención de compra en la categoría de electrodomésticos. Por lo cual, se tomará en cuenta diferentes papers relacionados con las variables en mención para poder analizarlos y encontrar diferentes relaciones entre ellas. Asimismo, se plantean diferentes hipótesis que ayudarán a seguir enriqueciendo la investigación cómo también se podrá conocer si estas cumplen con los objetivos planteados. / The present document aims to identify the variables brand image, perceived product quality, electronic word of mouth and country of origin in relation to purchase intention in the home appliances category. Therefore, different papers related to the mentioned variables will be taken into account in order to analyze them and find different relationships between them. In addition, different hypotheses are proposed that will help to continue enriching the research and to find out if they meet the objectives set out. / Trabajo de investigación

Datum: 2023-05-30 Nivå: Kandidatuppsats i Företagsekonomi, 15 hp  Institution: Akademin för Ekonomi, Samhälle och Teknik, Mälardalens Universitet  Författare: Alva Landberg (96/07/03), Emma Inge (98/02/15), Felicia Schönning (98/11/02)                                                                                 Titel: Användargenererat innehåll på TikTok och dess påverkan; En kvantitativ undersökning av generation Z's köpintention och köpbeslut Handledare: Pejvak Oghazi Nyckelord: Användargenererat innehåll, Attityder, Elektronisk Word of Mouth (eWOM), Generation Z, Köpbeslut, Köpintention, TikTok Forskningsfrågor: (1) Hur påverkar användandet av TikTok generation Z’s köpbeslut? (2) Har användargenererat innehåll på TikTok något samband med generation Z’s köpintention? (3) Hur påverkas generation Z’s köpbeslut av användargenererat innehåll på TikTok? (4) Hur påverkar användandet av TikTok generation Z’s attitydkomponenter; kognitiv, affektiv och beteende? (5) Vilka skillnader finns mellan generation Z och millennials vid användandet av TikTok?   Syfte: Syftet med denna studie är att undersöka ifall användargenererat innehåll på sociala medieplattformen TikTok påverkar generation Z's köpintention och köpbeslut. Metod: Studien är baserad på en kvantitativ forskningsansats där primärdata samlats in i form av en digital enkätundersökning. Datan samlades in med ett resultat av 183 respondenter med ett bortfall på 30, vilket gav 150 validerade svar. Datan analyserades sedan via en korrelationsanalys, Cronbach’s alfa, regressionsanalys och en korstabulering i det statistiska dataprogrammet SPSS. Slutsats: Resultatet visade att användargenererat innehåll på TikTok har ett samband med generation Z’s köpintention och köpbeslut. En ökad användning av TikTok bidrar till att attitydkomponenterna; kognitiv, affektiv, beteende påverkas positivt av rekommendationer från användare på TikTok, vilket bidrar till en ökad köpintention som senare leder till ett köpbeslut. / Date: 2023-05-30 Level: Bachelor thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Alva Landberg (96/07/03), Emma Inge (98/02/15), Felicia Schönning (98/11/02)  Title: User-generated content on TikTok and its impact; A quantitative study of generation Z's purchase intention and purchase decision Supervisor: Pejvak Oghazi Keywords: Attitudes, Electronic Word of Mouth (eWOM), Generation Z, Purchase decision, Purchase intention, TikTok, User Generated Content (UGC) Research questions: (1) How does the use of TikTok affect generation Z's purchase decisions? (2) Does user-generated content on TikTok relate to generation Z's purchase intention? (3) How does user-generated content on TikTok influence generation Z’s purchasing decisions? (4) How does using TikTok affect generation Z's attitudinal components; cognitive, affective, and behavioral? (5) What are the differences between generation Z and millennials when using TikTok? Purpose: This study aims to investigate if user-generated content on the social media platform TikTok influences generation Z's purchase intention and purchase decision. Method: This study is based on a quantitative research approach where primary data has been collected through an online survey. The data was collected with a result of 183 respondents with a non-response rate of 30, which gave a total of 150 validated responses. The data were analyzed through a correlation analysis, Cronbach's Alpha, regression analysis and a cross-tabulation in the statistical data program SPSS. Conclusion: The result showed that user-generated content on TikTok has a connection with generation Z's purchase intention and purchase decision. Increased use of TikTok contributes to the attitudinal components; cognitive, affective and behavior is positively affected by recommendations from users on TikTok, which contributes to an increased purchase intention that leads to a purchase decision.

Thesis by publication. / Thesis (PhD) -- Macquarie University, Macquarie Graduate School of Management, 2008. / Bibliography: leaves 124-133. / Introduction - Literature review -- Online word-of-mouth: a comparison of American and Chinese discussion boards -- Electronic word-of-mouth: a comparison of stated and revealed behaviour on electronic discussion boards -- A cross-cultural comparison of electronic word-of-mouth and country-of-origin effects -- Conclusion. / The growth of electronic discussion boards has enabled consumers from different cultures to communicate with people of similar interests. Through this online channel, marketing concepts such as word-of-mouth (WOM) and country-of-origin (CoO) effects have the potential to become more important because of the potentially large number of participants involved. The US and China, being the largest and second-largest online population in the world respectively, are ideal countries to investigate the frequency and extent of these marketing concepts. --The thesis consists of three separate but inter-related papers which have been published in journals or have been accepted for publication. Each paper builds on the one before and analyses different aspects of online consumer behaviour such as information-giving, information-seeking and the CoO statements made by participants of discussion boards. By examining and comparing the frequency and content of discussion postings on discussion boards within US and China based websites, the thesis makes a comparison of the information-giving and information-seeking behaviour of the discussants and also looks at the extent and the content of CoO statements made. Online observation of discussion postings from six different discussion boards (three each from the US and China) was conducted over two 90-day period in 2004 and 2005 and a total of 5,993 discussion postings were downloaded for analysis. In addition, an online survey of 214 participants was conducted to compare the stated and actual (or "revealed") behaviour of discussants on the US and China based discussion boards. -- Overall, the findings indicate consistent differences over a 12-month period in the bahaviour of the US and Chinese discussants. The US discussants were found to provide more information than their Chinese counterparts while the Chinese discussants exhibited more information-seeking bahaviour on the discussion boards. The findings also indicate that the Chinese discussants demonstrated more negative CoO statements and these statements were observed to be related to Japan and/or brands that originated from Japan. The findings suggest that such negative CoO statements can increase rapidly online and it appears that the negative sentiments by the Chinese were apparently unrelated to product quality; instead they appear to have been predominantly associated with war related animosity. -- These findings have important implications for marketers selling to the Chinese as discussion boards appear to be more important as a source of information for the Chinese than the Americans. Also, given that the Chinese discussants demonstrated a high level of negative CoO statements relating to products from Japan, marketers selling Japanese products to the Chinese must understand the underlying issues related to these negativeCoO statements and take steps to prevent non-purchase of Japanese products. / Mode of access: World Wide Web. / vii, 133 leaves ill

En esta investigación se plantea analizar el EWOM el cual se refiere a cualquier declaración positiva o negativa hecho por clientes potenciales, reales o anteriores sobre un producto o una empresa que se pone a disposición de una multitud de personas a través de Internet, éste fenómeno juega un papel predominante en la confianza y en la intención de compra. Esta investigación busca evaluar las variables como la calidad de la información, credibilidad en la información, necesidad en la información y actitud hacia la marca influyen en la intención de compra de un modelo de negocio colaborativo como son las apps de delivery tales como: Glovo, Rappi y UberEats que han tenido mucha acogida en Lima Metropolitana. Por otro lado, la metodología de investigación empleada ha sido regresión lineal múltiple. El estudio estuvo dividido en dos fases, la primera fase se realizó con un enfoque cualitativo en la que se utilizó herramientas como el focus group y las entrevistas a profundidad con expertos en el de Marketing Digital. En la segunda fase se realizó con un enfoque cuantitativo en que se utilizó herramientas como encuestas online, posteriormente se utilizó el método de regresión múltiple, el cual constó de tres pasos, el primer paso se dio mediante la estimación del modelo, el segundo paso mediante la adecuación del modelo y el tercer paso mediante la verificación del modelo. El resultado de la investigación muestra que todas las variables influyen positivamente en la intención de compra a excepción de la credibilidad en la información, la que poco o nada influye. En ese sentido las variables independientes más resaltantes son la actitud hacia la marca y calidad de la información, las cuales se determinaron como más influyentes en la intención de compra. / In this research, the EWOM will be analyzed, which will refer to any positive or negative statement made by potential customers, real or previous, about a product or a company that is made available to a multitude of people through the Internet, this phenomenon plays a predominant role in trust and purchase intentions. This research seeks to evaluate variables such as the quality of the information, the credibility of the information, the need for the information and the attitude towards the brand that influence the purchase intention of a collaborative business model such as story delivery applications such as: Glovo, Rappi and UberEats that have been very well received in Metropolitan Lima. On the other hand, the research methodology used has been multiple linear regression. The study was divided into two phases, the first phase was carried out with a qualitative approach in which tools such as the focus group and in-depth interviews with experts in Digital Marketing were used. In the second phase it was carried out with a quantitative approach in which tools such as online surveys were used, later the multiple regression method was analyzed, which consists of three steps, the first step was taken through the production of the model, the second step by adapting the model and the third step by verifying the model. The result of the investigation shows that all the variables positively influence purchase intention except for the credibility of the information, which has little or no influence. In this sense, the most outstanding independent variables are the attitude towards the brand and the quality of the information, which are determined to be the most influential in the purchase intention. / Trabajo de investigación