El papel de la orientación y la confianza en las compras electrónicas en la predicción del comportamiento de compra impulsiva.

Un estudio basado en miembros de la Generación Y en la India

Autores/as

  • Annie John St. Francis College (India)
  • Jain Mathew
  • Sridevi Nair

DOI:

https://doi.org/10.46661/rev.metodoscuant.econ.empresa.6098

Palabras clave:

Orientación de compra, comercio electrónico, confianza, compra impulsiva, comportamiento de compra impulsivo, generación Y

Resumen

Las compras impulsivas y los impulsores de comportamientos similares de los consumidores han captado el interés de los investigadores desde hace bastante tiempo. La construcción se exploró por primera vez en el contexto de tiendas físicas o fuera de línea. Sin embargo, la creciente popularidad de las tiendas minoristas en línea ha llevado a que el concepto se incluya en estudios sobre el comportamiento del cliente, específicamente en el contexto en línea. En el estudio actual, los investigadores intentan contribuir a la literatura sobre el comportamiento del cliente en el entorno online explorando la relación entre la orientación de compra electrónica, la confianza y el comportamiento de compra impulsivo. El foco del estudio actual son los miembros de la Generación Y. El alcance se limitó a esta sección específica, dado que cada generación difiere de la otra en términos de su comportamiento, necesidades e impulsores. Si bien se encontró que el impacto directo de la orientación de compras electrónicas sobre el comportamiento de compra impulsivo no era estadísticamente significativo, el efecto indirecto sí lo era. Esto sugiere que la confianza media completamente en la relación entre la orientación de compra electrónica y el comportamiento de compra impulsivo. Además de contribuir a la literatura en el área del comportamiento del cliente, los hallazgos también contribuyen a nuestra comprensión de una sección importante de la base de clientes de la India.

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Publicado

2024-02-05

Cómo citar

John, A., Mathew, J., & Nair, S. (2024). El papel de la orientación y la confianza en las compras electrónicas en la predicción del comportamiento de compra impulsiva. : Un estudio basado en miembros de la Generación Y en la India. Revista De Métodos Cuantitativos Para La Economía Y La Empresa, 37, 1–10. https://doi.org/10.46661/rev.metodoscuant.econ.empresa.6098

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