Resistance to negative online information of bank brands from consumer attitudes
The aim of this manuscript is to explain the incidence of cognitive and affective attitudes in the resistance to negative information circulating in the online environment about banks in Colombia. Information was collected from a sample of 282 bank users. The data were analyzed using IBM SPSS Statis...
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| Format: | Online |
| Language: | spa |
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Universidad Pedagógica y Tecnológica de Colombia
2023
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| Online Access: | https://revistas.uptc.edu.co/index.php/investigacion_duitama/article/view/16062 |
| _version_ | 1801706010495156224 |
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| author | Otero-Gómez, María Cristina Giraldo-Pérez, Wilson |
| author_facet | Otero-Gómez, María Cristina Giraldo-Pérez, Wilson |
| author_sort | Otero-Gómez, María Cristina |
| collection | OJS |
| description | The aim of this manuscript is to explain the incidence of cognitive and affective attitudes in the resistance to negative information circulating in the online environment about banks in Colombia. Information was collected from a sample of 282 bank users. The data were analyzed using IBM SPSS Statistics V.25 software. The cognitive attitude was measured from the service experience scales and the affective attitude considered the brand love items. The results suggest that both cognitive and affective dimensions promote resistance to negative information, however, it is the rational component that has a stronger positive effect compared to the emotional component. It is concluded that when consumers have positive experiences in service delivery, they are reluctant to the influence of negative comments that may diminish the bank's image. |
| format | Online |
| id | oai:oai.revistas.uptc.edu.co:article-16062 |
| institution | Revista de Investigación, Desarrollo e Innovación (RIDI) |
| language | spa |
| publishDate | 2023 |
| publisher | Universidad Pedagógica y Tecnológica de Colombia |
| record_format | ojs |
| spelling | oai:oai.revistas.uptc.edu.co:article-160622023-10-20T01:25:15Z Resistance to negative online information of bank brands from consumer attitudes La resistencia a la información negativa online de marcas bancarias a partir de las actitudes del consumidor Otero-Gómez, María Cristina Giraldo-Pérez, Wilson information sources; online search; information dissemination; social media fuentes de información; búsqueda en línea; difusión de la información; medios sociales The aim of this manuscript is to explain the incidence of cognitive and affective attitudes in the resistance to negative information circulating in the online environment about banks in Colombia. Information was collected from a sample of 282 bank users. The data were analyzed using IBM SPSS Statistics V.25 software. The cognitive attitude was measured from the service experience scales and the affective attitude considered the brand love items. The results suggest that both cognitive and affective dimensions promote resistance to negative information, however, it is the rational component that has a stronger positive effect compared to the emotional component. It is concluded that when consumers have positive experiences in service delivery, they are reluctant to the influence of negative comments that may diminish the bank's image. El objetivo de este manuscrito es explicar la incidencia de las actitudes cognitivas y afectivas en la resistencia a la información negativa que circula en el entorno online sobre los bancos en Colombia. La información se recopiló de una muestra de 282 usuarios de bancos. Los datos se analizaron mediante el software IBM SPSS Statistics V.25. La actitud cognitiva se midió a partir de las escalas de la experiencia del servicio y la actitud afectiva consideró los ítems del amor a la marca. Los resultados sugieren que tanto la dimensión cognitiva como la afectiva fomentan la resistencia a la información negativa, sin embargo, es el componente racional el que tiene un efecto positivo más fuerte en comparación con el componente emocional. Se concluye que cuando el consumidor tiene experiencias positivas en la prestación del servicio, es renuente a la influencia de comentarios negativos que puedan disminuir la imagen del banco. Universidad Pedagógica y Tecnológica de Colombia 2023-02-15 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf text/xml https://revistas.uptc.edu.co/index.php/investigacion_duitama/article/view/16062 10.19053/20278306.v13.n1.2023.16062 Revista de Investigación, Desarrollo e Innovación; Vol. 13 No. 1 (2023): Enero-Junio; 25-38 Revista de Investigación, Desarrollo e Innovación; Vol. 13 Núm. 1 (2023): Enero-Junio; 25-38 2389-9417 2027-8306 spa https://revistas.uptc.edu.co/index.php/investigacion_duitama/article/view/16062/13096 https://revistas.uptc.edu.co/index.php/investigacion_duitama/article/view/16062/13551 Derechos de autor 2023 Revista de Investigación, Desarrollo e Innovación |
| spellingShingle | information sources; online search; information dissemination; social media fuentes de información; búsqueda en línea; difusión de la información; medios sociales Otero-Gómez, María Cristina Giraldo-Pérez, Wilson Resistance to negative online information of bank brands from consumer attitudes |
| title | Resistance to negative online information of bank brands from consumer attitudes |
| title_alt | La resistencia a la información negativa online de marcas bancarias a partir de las actitudes del consumidor |
| title_full | Resistance to negative online information of bank brands from consumer attitudes |
| title_fullStr | Resistance to negative online information of bank brands from consumer attitudes |
| title_full_unstemmed | Resistance to negative online information of bank brands from consumer attitudes |
| title_short | Resistance to negative online information of bank brands from consumer attitudes |
| title_sort | resistance to negative online information of bank brands from consumer attitudes |
| topic | information sources; online search; information dissemination; social media fuentes de información; búsqueda en línea; difusión de la información; medios sociales |
| topic_facet | information sources; online search; information dissemination; social media fuentes de información; búsqueda en línea; difusión de la información; medios sociales |
| url | https://revistas.uptc.edu.co/index.php/investigacion_duitama/article/view/16062 |
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