Intención de compra y confianza del consumidor en las empresas de venta-online del sector moda de Ecuador y Perú
Year: 2023
Type: article
Study design: Observational Study
Abstract: 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.
Institutions: Universidad de Valladolid, Universidad Nacional del Altiplano
Language: Spanish
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4382280720