El papel del social-vommerce en las intenciones de comportamiento del consumidor para el varejo
DOI:
https://doi.org/10.51359/2594-8040.2018.239311Palabras clave:
Social-commerce, Comportamiento del Consumidor, Sitios de Compra Colectiva, ConfianzaResumen
Este artículo pretende analizar el papel del Social-commerce en las intenciones del comportamiento del consumidor en los sitios de compras colectivas. A través de un enfoque cuantitativo de carácter descriptivo, utilizando la correlación y la regresión, se aplicó una encuesta en línea a la audiencia objetivo (consumidores de sitios de compras colectivas), obteniendo una muestra de 210 encuestados. Los resultados muestran que el sentido de presencia social, los comentarios de otros consumidores y la familiaridad con el sitio se relacionan positivamente con la confianza del consumidor en el sitio. Además, se ha encontrado que los consumidores se sienten más seguros cuando evalúan los comentarios de terceros, lo que lleva a intenciones de compra. El estudio destaca la importancia del Social-Commerce en las intenciones del comportamiento del consumidor en los sitios de compras colectivas.Citas
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Derechos de autor 2019 Kennedy Jorge Canuto, Edvan Cruz Aguiar, Manoela Costa Policarpo
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