Objetivo – Identificar antecedentes del desarrollo de la confianza de los usuarios de aplicaciones móviles de viajes en los proveedores de esta tecnología y su influencia en la satisfacción y lealtad.
Metodología – Se realizó un modelado mediante ecuaciones estructurales en el que la confianza basada en la cognición y el afecto son variables mediadoras entre la satisfacción y la lealtad, una innovación respecto a la literatura consultada. Para lograr este objetivo se analizaron 1085 cuestionarios.
Resultados – La percepción de privacidad y seguridad precede a la confianza cognitiva que influye en la satisfacción y lealtad en el uso de aplicaciones de viajes. La reputación influye en la confianza basada en la cognición. La contribución teórica es que la confianza en la cognición es un factor importante para el uso continuo de aplicaciones de viajes.
Limitaciones/implicaciones de la investigación – Las limitaciones de esta investigación son el tipo de recolección de datos que fue por bola de nieve y, por lo tanto, se sugiere un muestreo probabilístico. Otro es el procesamiento de datos que se realizó a través de modelos de ecuaciones estructurales, que de otro modo podría hacerse mediante experimentos.
Implicaciones prácticas – Las aplicaciones de viajes deben considerar la importancia de proporcionar información clara y lógica para generar la confianza cognitiva de los usuarios.
Originalidad – La originalidad se basa en la investigación de la confianza basada en la cognición y el afecto como factores que influyen en la intención de lealtad.
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