Intención de compra y confianza del consumidor en las empresas de venta-online del sector moda de Ecuador y Perú

  1. Margalina, Vasilica Maria 1
  2. Jiménez Sánchez, Álvaro 2
  3. Alberto Magno, Cutipa Limachi 3
  1. 1 Centro Universitario CESINE
  2. 2 Universidad de Valladolid
    info

    Universidad de Valladolid

    Valladolid, España

    ROR https://ror.org/01fvbaw18

  3. 3 Universidad Nacional del Altiplano
    info

    Universidad Nacional del Altiplano

    Puno, Perú

    ROR https://ror.org/03kqcyw85

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Revista:
Redmarka: revista académica de marketing aplicado

ISSN: 1852-2300

Año de publicación: 2023

Título del ejemplar: Retos del marketing en el primer cuarto de siglo XXI

Volumen: 27

Número: 1

Páginas: 40-54

Tipo: Artículo

DOI: 10.17979/REDMA.2023.27.1.9602 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Redmarka: revista académica de marketing aplicado

Resumen

The Latin American electronics market faces numerous risks, including consumer trust. The aim of this article is to analyse the degree to which this trust (interpersonal, institutional and towards the seller) influences frequency of purchase and purchase intention in the online fashion sector in Ecuador and Peru. The data for the study were collected using a questionnaire survey of 491 students. The results show that purchase frequency and purchase intention are not affected by interpersonal trust but are both affected by trust in the seller. Institutional trust, on the other hand, does not influence purchase frequency, but does influence purchase intention. The survey results also show that neither gender nor nationality acts as a moderating variable. The study findings indicate that companies in the online fashion sector should focus and redirect their marketing strategies to improve consumer trust.

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Fuente de los datos: Dialnet