Publication: Metodología para el análisis de la eficacia del eWom visual en la intención
de compra en las comunidades de compra social. Caso: Polyvore
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Publication Date
2019-06-23
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Raúl Eguizabal
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Abstract
Las comunidades de compra social son un modelo de negocio que ha cautivado la atención de las firmas de moda en los últimos años, logrando una alta tasa de crecimiento y popularidad entre los consumidores. Polyvore1 , contaba con 20 millones de miembros que creaban más de 30.000 sets diariamente. Un set es un collage de artículos de moda, fotografías y texto. La creación de set en Polyvore generaba eWom visual. Éste es definido como una construcción multimodal que combina elementos textuales y visuales, donde más del 70% del mensaje debe ser visual. Se realizó una investigación deductiva de metodología cuantitativa, de estudio transversal para identificar si el eWom visual que se realizaba en Polyvore influía en la intención de compra. Los resultados de las 296 respuestas validas muestran que eWom visual, aumentaba la visibilidad de los artículos de moda, incrementando las visitas a las tiendas online, pero no la intención de compra. El componente principal que motivaba la intención de compra era el factor precio. Las empresas deben observar el comportamiento de los miembros de las SSC para poder predecir sus futuros hábitos de compra e influir en ellos.
Social Shopping communities are a bussiness model that has captivated the attention of fashion firms, achieving a growth rate and popularity within consumers. Polyvore had 20 million members that created more than 30,000 sets daily. A set is a collage of fashion objects, pictures and texts. When a set is published in Polyvore, a visual eWom is produced. eWom is defined as a multifashion construction based on visual and conceptual text where 70% or more of the message should be visual. A transversal study of deductive quantitative research was performed to identify if the visual eWom influenced the buying intention of the fashion objects. The results of the 296 valid answers show that the visual eWom increased the fashion objects visibility and visits to the online stores but did not increase the consumers intention to buy. The main component that motivated the intention to buy was the price factor. Companies must observe the user’s behavior in the SSC to be able to predict and influence future buyer’s habits.
Social Shopping communities are a bussiness model that has captivated the attention of fashion firms, achieving a growth rate and popularity within consumers. Polyvore had 20 million members that created more than 30,000 sets daily. A set is a collage of fashion objects, pictures and texts. When a set is published in Polyvore, a visual eWom is produced. eWom is defined as a multifashion construction based on visual and conceptual text where 70% or more of the message should be visual. A transversal study of deductive quantitative research was performed to identify if the visual eWom influenced the buying intention of the fashion objects. The results of the 296 valid answers show that the visual eWom increased the fashion objects visibility and visits to the online stores but did not increase the consumers intention to buy. The main component that motivated the intention to buy was the price factor. Companies must observe the user’s behavior in the SSC to be able to predict and influence future buyer’s habits.