Satisfacción con la compra de ropa en línea: análisis de sus antecedentes
Contenido principal del artículo
Resumen
Cuando las empresas comprenden las variables que impulsan la satisfacción de los clientes, pueden establecer mejores puntos de referenciay perfeccionar sus estrategias. En la actualidad, existe un crecimiento exponencial de las compras de ropa de moda a través de plataformasdigitales. Esta investigación evalúa si la orientación a la moda rápida y a la moda lenta, la conciencia ambiental y las experiencias del producto,emocional y con el sitio web inciden sobre la satisfacción con la compra en línea. Además, se analiza la importancia y el rendimiento de las experienciassobre la satisfacción. Las técnicas estadísticas utilizadas son un modelo de ecuaciones estructurales basados en mínimos cuadrados parcialesy una matriz de importancia-desempeño. El diseño de investigación fue cuantitativo, explicativo y transversal, desarrollado en la frontera nortede México y aplicado a 539 compradores de ropa en plataformas web o aplicaciones digitales. Los resultados evidencian que solo la orientación a la moda lenta influye sobre la conciencia ambiental, a diferencia de la orientación a la moda rápida que no tiene efecto en ella, la concienciaambiental tiene un impacto positivo sobre los tres tipos de experiencia y éstos inciden favorablemente sobre la satisfacción con la compra de ropa en línea. La matriz importancia-desempeño evidenció que la experiencia con el sitio web/app es el factor más relevante para la satisfacción en línea. En conclusión, la satisfacción con la compra en línea depende en gran medida de la experiencia con el sitio web.
Palabras Clave
satisfaction, fashion, awareness, environment, sustainability, experience, online, customer satisfacción, moda, conciencia, sostenibilidad, medioambiente, experiencia, online, cliente
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Ellison, B., McFadden, B., Rickard, B. J. y Wilson, N. L. W. (2021). Examining food purchase behavior and food values during the COVID-19 pandemic. Applied Economic Perspectives and Policy 43(1), 58-72. https://doi.org/10.1002/aepp.13118
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Hair Jr., J. F., Howard, M. C. Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109, 101-110. https://doi.org/10.1016/j.jbusres.2019.11.069
Hair, J. F., Risher, J. J., Sarstedt, M. y Ringle, C. M. (2019a). When to use and how to report the results of PLS-SEM. European business review, 31(1), 2-24. https://doi.org/10.1108/EBR-11-2018-0203
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Joung, H. M. (2014). Fast-fashion consumers post-purchase behaviours. International Journal of Retail & Distribution Management, 42(8), 688-697. https://doi.org/10.1108/IJRDM-03-2013-0055
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Li, M., Zhao, L. y Srinivas, S. (2023). It is about inclusion! Mining online reviews to understand the needs of adaptive clothing customers. International Journal of Consumer Studies, 47(3), 1157-1172. https://doi.org/10.1111/ijcs.12895
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Lu, X., Sheng, T., Zhou, X., Shen, C. y Fang, B. (2022). How does young consumers greenwashing perception impact their green purchase intention in the fast fashion industry? An analysis from the perspective of perceived risk theory. Sustainability, 14(20), 13473. https://doi.org/10.3390/su142013473
Mamakou, X. J., Zaharias, P. y Milesi, M. (2023). Measuring customer satisfaction in electronic commerce: The impact of e-service quality and user experience. International Journal of Quality & Reliability Management. Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJQRM-07-2021-0215
Miao, M., Jalees, T., Zaman, S. I., Khan, S., Hanif, N. U. A. y Javed, M. K. (2022). The influence of e-customer satisfaction, e-trust and perceived value on consumer's repurchase intention in B2C e-commerce segment. Asia Pacific Journal of Marketing and Logistics, 34(10), 2184-2206. https://doi.org/10.1108/APJML-03-2021-0221
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Mofokeng, T. E. (2021). The impact of online shopping attributes on customer satisfaction and loyalty: Moderating effects of e-commerce experience. Cogent Business & Management, 8(1), 1968206. https://doi.org/10.1080/23311975.2021.1968206
Mustikasari, A., Krisnawati, M. y Sutrisno, E. (2021). Customer experience and repurchase intention in multi-channel: Customer satisfaction as mediating variable. The Journal of Industrial Distribution & Business, 12(3), 7-19. http://dx.doi.org/10.13106/jidb.2021.vol12.no3.7
Pei, X. L., Guo, J. N., Wu, T. J., Zhou, W. X. y Yeh, S. P. (2020). Does the effect of customer experience on customer satisfaction create a sustainable competitive advantage? A comparative study of different shopping situations. Sustainability, 12(18), 7436. https://doi.org/10.3390/su12187436
Rathinamoorthy, R. (2019). Consumers awareness on sustainable fashion. En S. S. Muthu (ed.), Sustainable Fashion: Consumer Awareness and Education (pp. 1-36). Springer Singapore. https://doi.org/10.1007/978-981-13-1262-5_1
Ratnasari, R. T., Gunawan, S., Mawardi, I. y Kirana, K. C. (2021). Emotional experience on behavioral intention for halal tourism. Journal of Islamic Marketing, 12(4), 864-881. https://doi.org/10.1108/JIMA-12-2019-0256
Rita, P., Oliveira, T. y Farisa, A. (2019). The impact of e-service quality and customer satisfaction on customer behavior in online shopping. Heliyon, 5(10), e02690. https://doi.org/10.1016/j.heliyon.2019.e02690
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Sener, T., Biskin, F. y Dundar, N. (2022). The effects of perceived value, environmental concern and attitude on recycled fashion consumption. Journal of Fashion Marketing and Management: An International Journal, 27(4), 595-611. https://doi.org/10.1108/JFMM-01-2021-0003
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