Factores que afectan el comportamiento de los consumidores en la compras online en la ciudad de Guayaquil
Fecha
2021
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Editor
Universidad Guayaquil
Resumen
El propósito de este proyecto consistió en Investigar los factores que afectan el
comportamiento del consumidor en las compras online en la ciudad de Guayaquil. Se ejecutó
la revisión de la literatura, basándose en fundamentos teóricos y empíricos, tal como tesis,
artículos científicos, información que permitió analizar el comportamiento online en relación
al proceso de post compra de la empresa. Este proyecto de investigación tuvo un alcance
descriptivo, un diseño no experimental y de campo, se empleó el método deductivo, donde se
usó un enfoque cuantitativo. Donde el resultado es relevante para todos los grupos
interesados encaminados a promover el uso de canales digitales para brindar más beneficios,
se concluyó que los factores como precio, producto, comunicación, recomendaciones de
círculo social, reseñas o comentarios en las páginas web, son actitudes que tiene el usuario,
También se percibió la inseguridad de probar nuevas tecnologías, debido al difícil manejo y
adaptación a la era digital, sin dejar a un lado el miedo a ser estafados al momento de
comprar online.
The purpose of this project was to investigate the factors that affect consumer behavior in online purchases in the city of Guayaquil. The literature review was carried out, based on theoretical and empirical foundations, such as thesis, scientific articles, information that allowed the analysis of online behavior in relation to the company's post-purchase process. This research project had a descriptive scope, a non-experimental and field design, the deductive method was used, where a quantitative approach was used. Where the result is relevant for all interested groups aimed at promoting the use of digital channels to provide more benefits, it was concluded that factors such as price, product, communication, social circle recommendations, reviews or comments on web pages, are attitudes that the user has, the insecurity of trying new technologies was also perceived, due to the difficult handling and adaptation to the digital age, without leaving aside the fear of being scammed when buying online.
The purpose of this project was to investigate the factors that affect consumer behavior in online purchases in the city of Guayaquil. The literature review was carried out, based on theoretical and empirical foundations, such as thesis, scientific articles, information that allowed the analysis of online behavior in relation to the company's post-purchase process. This research project had a descriptive scope, a non-experimental and field design, the deductive method was used, where a quantitative approach was used. Where the result is relevant for all interested groups aimed at promoting the use of digital channels to provide more benefits, it was concluded that factors such as price, product, communication, social circle recommendations, reviews or comments on web pages, are attitudes that the user has, the insecurity of trying new technologies was also perceived, due to the difficult handling and adaptation to the digital age, without leaving aside the fear of being scammed when buying online.
Descripción
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Palabras clave
COMPORTAMIENTO, COMPRA, CONSUMIDOR ONLINE
Citación
APA