O impacto das motivações push e pull na confiança do consumidor em aplicativos de viagem

Ivan Rodrigo Rizzo Dias; George Bedinelli Rossi; Julio Carneiro da Cunha

doi:10.25145/j.pasos.2026.24.022

Autores/as

Ivan Rodrigo Rizzo Dias Escola de Artes, Ciências e Humanidades da Universidade de São Paulo (EACH USP) https://orcid.org/0000-0001-7966-4368
George Bedinelli Rossi Escola de Artes, Ciências e Humanidades da Universidade de São Paulo (EACH USP) https://orcid.org/0000-0002-8567-8376
Julio Carneiro da Cunha Escola Superior de Propaganda e Marketing (ESPM) e Escola de Comunicações e Artes da Universidade de São Paulo (ECA USP) https://orcid.org/0000-0002-1435-055X

DOI:

https://doi.org/10.25145/j.pasos.2026.24.022

Palabras clave:

Aplicaciones de viajes, Confianza, Lealtad, Motivaciones de empuje y atracción

Resumen

Este estudio investiga la influencia de la motivación (de empuje y de atracción), la confianza cognitivo-afectiva (CBC y CBA) y la satisfacción (SAT) en la intención de lealtad (LI) de los turistas en aplicaciones de viajes. La muestra consistió en 558 turistas brasileños. Los datos se recopilaron mediante un cuestionario en línea y se analizaron mediante modelado de ecuaciones estructurales (SEM). Los resultados mostraron que la CBC fue el factor que más influyó en la LI, seguida de la SAT y la CBA. Además, la motivación de empuje y la satisfacción influyeron positivamente en la CBC y la CBA, mientras que la motivación de atracción influyó negativamente en la CBC y la CBA. El estudio muestra que la CBC influye más en la intención de lealtad y que la motivación de empuje y la satisfacción son importantes para la formación de la CBC y la CBA. El estudio sugiere que construir confianza con los turistas proporcionando información precisa y útil, buen servicio y creando experiencias positivas son factores importantes para las aplicaciones de viajes.

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Editor y equipo editorial: Perfiles
Sociedad académica: PASOS. Revista de Turismo y Patrimonio Cultural
Editorial: Instituto Universitario de Investigación Social y Turismo. Universidad de La Laguna (España) - Instituto Universitario da Maia ISMAI (Portugal)

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