Tendencias en el consumo de ropa masculina mediante el comercio electrónico en Guayaquil.
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Fecha
2022
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
En el presente trabajo se analiza el funcionamiento del comercio electronico en la
adquisición de ropa de hombres en la ciudad de Guayaquil, así como los factores que influyen
en el comportamiento de compra del grupo objetivo y el proceso en que la información se
procesa para poder convertirse en una tendencia sostenible y funcional para poder atraer al
público deseado, El diseño de investigación está constituido por el método cuantitativo y
cualitativo, es decir, un enfoque mixto. El tipo de investigación es investigación descriptiva -
explorativa debido a que el objetivo es estudiar y analizar un fenómeno, para poder conocer
cómo un grupo, persona o cosa funciona en el presente. Debido a que es un enfoque mixto, se
utilizaran dos herramientas de recopilación de datos que será la encuesta y la entrevista. Se
identificó mediante un requerimiento y búsqueda el número de la población de la zona en la
cual se requiere realizar el estudio y se determinó el uso de la formula finita para poder hallar la
muestra exacta para poder realizar las encuestas deseadas.
This paper analyzes the functioning of electronic commerce in the purchase of men’s clothing in the city of Guayaquil, as well as the factors that influence the purchasing behavior of the target group and the process in which the information is processed to become a sustainable and functional trend to attract the desired audience. The research design is constituted by the quantitative and qualitative method, a mixed approach. Investigation will be a descriptive – exploratory research because the goal is to study and analyze a phenomenon, in order to understand how a group, person or thing functions in the present. Because it is a mixed approach, two data collection tools will be used: the survey and the interview. The number of the population in the area in which the study is required was identified by means of a request and search, and the use of the finite formula was determined to be able to find the exact sample to carry out the desired surveys.
This paper analyzes the functioning of electronic commerce in the purchase of men’s clothing in the city of Guayaquil, as well as the factors that influence the purchasing behavior of the target group and the process in which the information is processed to become a sustainable and functional trend to attract the desired audience. The research design is constituted by the quantitative and qualitative method, a mixed approach. Investigation will be a descriptive – exploratory research because the goal is to study and analyze a phenomenon, in order to understand how a group, person or thing functions in the present. Because it is a mixed approach, two data collection tools will be used: the survey and the interview. The number of the population in the area in which the study is required was identified by means of a request and search, and the use of the finite formula was determined to be able to find the exact sample to carry out the desired surveys.
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Palabras clave
TENDENCIA, MERCADOTECNIA, COMERCIO ELECTRONICO, COMPORTAMIENTO DEL CONSUMIDOR
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