Comportamiento de compra y factores en plataformas de comercio electrónico en consumidores millennials
DOI:
https://doi.org/10.46794/gacien.10.4.2272Palabras clave:
comportamiento de compra, millennials, comercio electrónico, intención de recompra, confianzaResumen
Objetivo: Analizar el comportamiento de compra de los millennials en las plataformas de comercio electrónico, identificando los factores clave que influyen en su intención de recompra. Materiales y métodos: Se utilizó un enfoque cuantitativo no experimental de diseño transversal, en el cual se recolectaron datos mediante un cuestionario estructurado aplicado a 400 participantes. El análisis de los datos incluyó tanto la estadística descriptiva como la inferencial, utilizando análisis de correlación de Pearson para evaluar la relación entre confianza, satisfacción e intención de recompra. Resultados: Los resultados revelan que la confianza (0,78) y la satisfacción (0,83) tienen una correlación positiva significativa con la intención de recompra. Además, el 50 % de los participantes usa plataformas de comercio electrónico semanalmente, destacando la relevancia de la experiencia del usuario en la retención de clientes. Conclusiones: La confianza y la satisfacción son los factores determinantes más importantes que influyen en la lealtad de los consumidores millennials hacia las plataformas de comercio electrónico. Las empresas deben seguir invirtiendo en mejorar la experiencia del usuario para fomentar la intención de recompra y garantizar así la fidelización.
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