Modelo PLS-SEM para la intención de compra online en el sector moda en Ecuador
Contenido principal del artículo
Resumen
El comercio electrónico del sector de la moda ha aumentado en los últimos años en Latinoamérica, especialmente a raíz de la pandemia, sin embargo, todavía existen problemas en la aceptación de este canal de compra. La presente investigación se centra en algunos factores que podrían influir en la intención de compra y tiene como objetivos comprobar cómo en ella influyen la confianza, los riesgos percibidos, los costos y la conveniencia. Para esto, se suministró un cuestionario a 223 estudiantes de cuatro universidades del Ecuador. Para el análisis de losdatos obtenidos se desarrolló un modelo PLS-SEM, en el cual la confianza en el vendedor actúa como variable mediadora en la relación entre los otros tres factores y la intención de compra. Los resultados muestran que dicho modelo tiene un aceptable poder predictivo y explicativo. Asimismo, se comprueba que los riesgos, la conveniencia y la confianza afectan significativamente a la intención de compra, pero no los costos.Además, la confianza mediaría la relación entre las tres variables y la intención de compra en línea. Se concluye que el modelo propuesto puede servir de base para estudios similares y, a su vez, se considera que los resultados obtenidos pueden ser utilizados por las empresas en el sectorde la moda que quieren vender a través de plataformas de e-Commerce para el desarrollo de estrategias de marketing.
Palabras Clave
E-commerce, fashion, trust, convenience, shopping intention, perceived risks, PLS-SEM, costs comercio electrónico, confianza, conveniencia, intención de compra, moda, riesgos percibidos, costos, PLS-SEM
Descargas
Los datos de descargas todavía no están disponibles.
Citas
Alvarado-Gastiaburo, Á. C., y Vergara-Díaz, N. S. (2018). El desafío del comercio electrónico en la economía del Ecuador. Polo del conocimiento, 3(1), 67-86. https://polodelconocimiento.com/ojs/index.php/es/article/view/681
Azjen, I. (1991). The Theory of Planned Behavior. Organizational. Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
Boyle, T. C. (2021). The E-Commerce Boom Coming in America Latina. Lazar Fund Managers. https://www.lazardassetmanagement.com/it/en_uk/references/fundamental-focus/e-commerce-boom-latin-america
Brooksworth, F., Mogaji, E., y Bosah, G. (2022). Fashion marketing in emerging economies volume II: South American, Asian and African perspectives. En Fashion marketing in emerging economies volume II: South American, Asian and African perspectives (pp. 3-16). Springer International Publishing. https://link.springer.com/chapter/10.1007/978-3-031-07078-5_1
Cámara Peruana de Comercio Electrónico (2021). Reporte oficial de la industria Ecommerce en Perú. Crecimiento de Perú y Latinoamérica 2009-2019. Cámara peruana de comercio electrónico. https://www.ecommercenews.pe/wp-content/uploads/2020/07/Observatorio-Ecommerce-Peru%CC%81-2020.pdf
Chevalier, S. (2021, 29 de septiembre). E-commerce in Latin America – statistics & facts. Statista. https://www.statista.com/topics/2453/e-commerce-in-latin-america/#dossierKeyfigures
Chevalier, S. (2023, 31 de agosto). E-commerce in Latin America – statistics & facts. Statista. https://www.statista.com/topics/2453/e-commerce-in-latin-america/#topicOverview
Chiang, L-P., Lin, C. Y., y Huang, C. H. (2018). Measuring the Effects of Online-To-Offline Marketing. Contemporary Management Research, 14(3), 167-189. https://doi.org/10.7903/cmr.18462
CITEC. (2023). Mapeo de del ecosistema E-Commerce en Ecuador. Cámara de Innovación y Tecnología Ecuatoriana. https://observatorioecuadordigital.mintel.gob.ec/wp-content/uploads/2023/01/CITEC-Situacion-del-E-Commerce-en-Ecuador.pdf
Cunningham, N., y De Meyer-Heydenrich, C-F. (2018). Consumer perceptions of shopping channel attributes and risk factors of apparel purchase. The Retail and Marketing Review, 14(2), 28-42. https://retailandmarketingreview.co.za/wp-content/uploads/2021/06/RMR14_2_28-42.pdf
Dos Reis, A. D., y Machado, M. A. (2020). E-commerce in Emerging Markets: internationalization factors of Brazilian footwear in South America. Revista Gestão & Tecnologia, 20(1), 116-140. http://revistagt.fpl.edu.br/get/article/view/1790
Escobar-Rodríguez, T., y Bonsón-Fernández, R. (2017). Analysing online purchase intention in Spain: fashion e-commerce. Information Systems and e-Business Management, 15, 599-622. https://doi.org/10.1007/s10257-016-0319-6
Faul, F., Erdfelder, E., Buchner, A., y Lang, A.-G. (2009). Statistical power analyses using G*Power 3.1. Tests for correlation and regression analyses. Behavior Research Methods, 41, 1149-1160. https://doi.org/10.3758/BRM.41.4.1149
Gefen, D., Karahanna, E., y Straub, D. T. (2003). Trust and TAM in Online Shopping: An Integrated Model. MIS Quarterly, 27(1), 51-90. https://doi.org/10.2307/30036519
Gómez-Gómez, C. C. (2017). El comercio electrónico: incidencias y desafíos en el derecho del consumidor. Revista científica Codex, 3(5). https://revistas.udenar.edu.co/index.php/codex/article/view/4353
Gouvea, R., Kapelianis, D., y Montoya, M. (2018). Marketing challenges and opportunities in emerging economies: A Brazilian perspective. Thunderbird International Business Review, 60(2), 193-205. https://doi.org/10.1002/tie.21840
Guercini, S., Bernal, P. M., y Prentice, C. (2018). New marketing in fashion e-commerce. Journal of global fashion marketing, 9(1), 1-8. https://doi.org/10.1080/20932685.2018.1407018
Hair, J. F., Hult, G. T. M., Ringle, C. M., y Sarstedt, M. (2022). A Primer on Partial Least Square Equation Modelling (PLS-SEM) (3rd ed). Thousand Oaks, CA: Sage.
Hamid, S. y Sujood, M. A. (2023). Behavioral intention to order food and beverage items using e-commerce during COVID-19: an integration of theory of planned behavior (TBP) with trust. British Food Journal, 125(1), 112-131. https://doi.org/10.1108/BFJ-03-2021-0338
Henseler, J., Ringle, C. M., y Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43, 115-135. https://doi.org/10.1007/s11747-014-0403-8
Imtiaz, R., Ain Kamzi, Q., Amjad, M., y Aziz, A. (2019). The impact of social network marketing on consumer purchase intention in Pakistan: A study on female apparel. Management Science Letters, 9(7), 1093-1104. https://doi.org/10.5267/j.msl.2019.3.015
Joshi, D. J. (2013). An analysis of the existing literature on B2C E-commerce. Indian Journal of Marketing, 43(12), 34-46. https://doi.org/10.17010/ijom/2013/v43/i12/80512
Latinobarometro. (2023). Latinobarometro 2023. https://www.latinobarometro.org/latContents.jsp
Liengaard, B. D., Sharma, P. N., Hult, G. T. M., Jensen, M. B., Sarstedt, M., Hair, J. F., y Ringle, C. M. (2021). Prediction: Coveted, yet forsaken? Introducing a cross-validated predictive ability test in partial least squares path modelling. Decision Sciences, 52(2), 362-392. https://doi.org/10.1111/deci.12445
Ling, K. C., Chai, L. T., y Piew, T. H. (2010). The Effects of Shopping Orientations, Online Trust and Prior Online Purchase Experience toward Customers´ Online Purchase Intention. International Business Research, 3(3), 63-76. https://doi.org/10.5539/ibr.v3n3p63
Manzoor, U., Baig, S. A., Hashim, M. y Sami, A. (2020). Impact of Social Media Marketing on Consumer’s Purchase Intentions: The Mediating role of Customer Trust. International Journal of Entrepreneurial Research, 3(2), 41-48. https://doi.org/10.31580/ijer.v3i2.1386
Margalina, V. M., Jiménez-Sánchez, Á., y Cutipa-Limache, A. M. (2023). Intención de compra y confianza del consumidor en las empresas de venta-online del sector moda de Ecuador y Perú. Redmarka. Revista de Marketing Aplicado, 27(1), 40-54. https://doi.org/10.17979/redma.2023.27.1.9602
Margalina, V. M., Jiménez-Sánchez, Á., y Ehrlich, J. (2023). A Review of the Use of PLS-SEM in Neuromarketing Research. Index.comunicación, 13(2), 119146. https://doi.org/10.33732/ixc/13/02Arevie
Margalina, V. M., y Cutipa-Limache, A. M. (2023). Similarities in Factors Affecting Online Shopping Intention in Ecuador and Peru: A Multigroup Analysis. En L. Radomir, R. Ciornea, H. Wang, Y. Liu, C. M. Ringle, M. Sarstedt (Eds). State of the Art in Partial Least Squares Structural Equation Modeling (PLS-SEM). Springer Proceedings in Business and Economics (pp. 85-98). Springer, Cham. https://doi.org/10.1007/978-3-031-34589-0_10
Miglani-Neha, N. (2022). Consumer behaviour & online marketing strategies of fashion brands. Mass Communicator: International Journal of Communication Studies, 16(3), 38-40. http://dx.doi.org/10.5958/0973-967X.2022.00017.5
Mohseni, S., Jayashree, S., Rezaei, S., Kasim, A. y Okumus, F. (2018). Attracting tourists to travel companies’websites: the strcutural relantionship between website brand, personal value, shopping experience, perceived risks and purchase intention. Current Issues in Tourism, 21(6), 616-645. https://doi.org/10.1080/13683500.2016.1200539
Mousa, A. (2021). Intention to Adopt E-Commerce: A Comparative Review Across Developed and Developing Economies. The African Journal of Information Systems, 13(1), 113-140. https://digitalcommons.kennesaw.edu/cgi/viewcontent.cgi?article=1792&context=ajis
Nitzl, C., Roldán, J. L., y Cepeda, G. (2016). Mediation analysis in partial least squares path modelling. Helping researchers discuss more sophisticated models. Industrial Management and Data Systems, 116(9), 1849-1864. https://doi.org/10.1108/IMDS-07-2015-0302
Qalati, S. A., Galvan-Vela, E., Wenyuan, L., Dakhan, S. A., Hong Thuy, T. T., y Merani, S. H. (2021). Effects of perceived service quality, website quality, and reputation on purchase intention: the mediating and moderating role of trust and perceived risk in online shopping. Cogent Business Management, 8(1), 1869363. https://doi.org/10.1080/23311975.2020.1869363
Ringle, C. M., Sarstedt, M., Sinkovics, N., y Sinkovics, R. R. (2023). A Perspective on Using Partial Least Squares Structural Equation Modelling in Data Articles. Data in Brief, 48(June), 109074. https://doi.org/https://doi.org/10.1016/j.dib.2023.109074
Ringle, C.M., Wende, S., y Becker, J.-M. (2022). SmartPLS 4. Boenningstedt: SmartPLS Gmbh, http://www.smartpls.com
Rosário, A. y Raimundo, R. (2021). Consumer Marketing Strategy and E-Commerce in the Last Decade: A Literature Review. Journal of Theoretical and Applied Electronic Commerce Research, 16(7), 3003-3024. https://www.doi.org/10.3390/jtaer16070164
Sanabria Díaz, V. L., Torres Ramírez, L. A., y López Posada, Laura Marcela. (2016). Comercio electrónico y nivel de ventas en las MiPyMEs del sector comercio, industria y servicios de Ibagué. Revista EAN, (80), 132-154. http://www.scielo.org.co/pdf/ean/n80/n80a10.pdf
Schlägel, C., y Sarstedt, M. (2016). Assessing the measurement invariance of the four-dimensional cultural intelligence scale across countries. A composite model approach. European Management Journal, 34, 633-649. https://doi.org/10.1016/j.emj.2016.06.002
Shmueli, G., Sarstedt, M., Hair, J. F., Cheah, J. H., Ting, H., y Ringle, C. M. (2019). Predictive model assessment in PLS-SEM: Guidelines for using PLSpredict. European Journal of Marketing, 53(11), 2322-2347. https://doi.org/10.1108/EJM-02-2019-0189
Sevilla Avilés, O. K. (2021). El impacto del comercio electrónico en el turismo de Latinoamérica. CIID Journal, 2(1), 77-96. https://dialnet.unirioja.es/servlet/articulo?codigo=8528340
Singh, V., Chaudhuri, R. y Verna, S. (2019). Psychological antecedents of apparel-buying intention for young Indian online shoppers. Scale development and validation. Journal of Modelling in Management, 14(2), 286-311. https://doi.org/10.1108/JM2-05-2018-0059
Sohn, J. W. y Kim, J. K. (2020). Factors that influence purchase intention in social commerce. Technology in Society, 63, 1-11. https://doi.org/10.1016/j.techsoc.2020.101365
Soler-Patiño, A. (2016). ¿Hacia dónde va el comercio electrónico en Colombia? Ploutos, 4(1), 17–24. https://journal.universidadean.edu.co/index.php/plou/article/view/1371
Suominen, K. (2019). El comercio digital en América Latina ¿Qué desafíos enfrentan las empresas y cómo superarlos? Comercio internacional, (145), 1-49. https://repositorio.cepal.org/handle/11362/44976
Taylor, J. W. (1974). The role of risk in consumer behavior. Journal of Marketing, 38(2), 54-60.
Thomas, M. R., Kavya, V., y Monica, M. (2018). Online Mechandising Cues Influencing the Purchase Intention of Generation Z Mediated by trust. Indian Journal of Commerce and Management Studies, 9(1), 13-23. https://www.ijcms.in/index.php/ijcms/article/view/150
Venkatesh, V., Speier-Pero, C. y Schuetz, S. W. (2022). Why Do People Shop Online? A Comprehensive Framework of Consumers’ Online Shopping Intentions and Behaviors. Information Technology & People, 35(5), 1590-1620. https://doi.org/10.1108/ITP-12-2020-0867
Yu, S., Hudders, L., y Cauberghe, V. (2018). Selling Luxury Products Online: The Effect of Quality Label on Risk Perception, Purchase Intention and Attitude Toward the Brand. Journal of Electronic Commerce Research, 19(1), 16-35. http://www.jecr.org/node/542
Zhao, J-D., Huang, J-S. y Su, S. (2019). The effects of trust on consumer continuous purchase intentions in C2C social commerce: A trust transfer perspective. Journal of Retailing and Consumer Perspectives, 50, 42-49. https://doi.org/10.1016/j.jretconser.2019.04.014
Zhu, D. S., Lee, Z. C., y O’Neal, G. S. (2011). Mr. Risk! Please Trust Me: Trust Antecedent that Increase Online Consumer Purchase Intention. Journal of Internet Banking and Commerce, 16(3), 1-23. https://www.icommercecentral.com/open-access/mr-risk-please-trust-me-website-acceptance-of-evendorwebsite-in-taiwan.php?aid=38287
Azjen, I. (1991). The Theory of Planned Behavior. Organizational. Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
Boyle, T. C. (2021). The E-Commerce Boom Coming in America Latina. Lazar Fund Managers. https://www.lazardassetmanagement.com/it/en_uk/references/fundamental-focus/e-commerce-boom-latin-america
Brooksworth, F., Mogaji, E., y Bosah, G. (2022). Fashion marketing in emerging economies volume II: South American, Asian and African perspectives. En Fashion marketing in emerging economies volume II: South American, Asian and African perspectives (pp. 3-16). Springer International Publishing. https://link.springer.com/chapter/10.1007/978-3-031-07078-5_1
Cámara Peruana de Comercio Electrónico (2021). Reporte oficial de la industria Ecommerce en Perú. Crecimiento de Perú y Latinoamérica 2009-2019. Cámara peruana de comercio electrónico. https://www.ecommercenews.pe/wp-content/uploads/2020/07/Observatorio-Ecommerce-Peru%CC%81-2020.pdf
Chevalier, S. (2021, 29 de septiembre). E-commerce in Latin America – statistics & facts. Statista. https://www.statista.com/topics/2453/e-commerce-in-latin-america/#dossierKeyfigures
Chevalier, S. (2023, 31 de agosto). E-commerce in Latin America – statistics & facts. Statista. https://www.statista.com/topics/2453/e-commerce-in-latin-america/#topicOverview
Chiang, L-P., Lin, C. Y., y Huang, C. H. (2018). Measuring the Effects of Online-To-Offline Marketing. Contemporary Management Research, 14(3), 167-189. https://doi.org/10.7903/cmr.18462
CITEC. (2023). Mapeo de del ecosistema E-Commerce en Ecuador. Cámara de Innovación y Tecnología Ecuatoriana. https://observatorioecuadordigital.mintel.gob.ec/wp-content/uploads/2023/01/CITEC-Situacion-del-E-Commerce-en-Ecuador.pdf
Cunningham, N., y De Meyer-Heydenrich, C-F. (2018). Consumer perceptions of shopping channel attributes and risk factors of apparel purchase. The Retail and Marketing Review, 14(2), 28-42. https://retailandmarketingreview.co.za/wp-content/uploads/2021/06/RMR14_2_28-42.pdf
Dos Reis, A. D., y Machado, M. A. (2020). E-commerce in Emerging Markets: internationalization factors of Brazilian footwear in South America. Revista Gestão & Tecnologia, 20(1), 116-140. http://revistagt.fpl.edu.br/get/article/view/1790
Escobar-Rodríguez, T., y Bonsón-Fernández, R. (2017). Analysing online purchase intention in Spain: fashion e-commerce. Information Systems and e-Business Management, 15, 599-622. https://doi.org/10.1007/s10257-016-0319-6
Faul, F., Erdfelder, E., Buchner, A., y Lang, A.-G. (2009). Statistical power analyses using G*Power 3.1. Tests for correlation and regression analyses. Behavior Research Methods, 41, 1149-1160. https://doi.org/10.3758/BRM.41.4.1149
Gefen, D., Karahanna, E., y Straub, D. T. (2003). Trust and TAM in Online Shopping: An Integrated Model. MIS Quarterly, 27(1), 51-90. https://doi.org/10.2307/30036519
Gómez-Gómez, C. C. (2017). El comercio electrónico: incidencias y desafíos en el derecho del consumidor. Revista científica Codex, 3(5). https://revistas.udenar.edu.co/index.php/codex/article/view/4353
Gouvea, R., Kapelianis, D., y Montoya, M. (2018). Marketing challenges and opportunities in emerging economies: A Brazilian perspective. Thunderbird International Business Review, 60(2), 193-205. https://doi.org/10.1002/tie.21840
Guercini, S., Bernal, P. M., y Prentice, C. (2018). New marketing in fashion e-commerce. Journal of global fashion marketing, 9(1), 1-8. https://doi.org/10.1080/20932685.2018.1407018
Hair, J. F., Hult, G. T. M., Ringle, C. M., y Sarstedt, M. (2022). A Primer on Partial Least Square Equation Modelling (PLS-SEM) (3rd ed). Thousand Oaks, CA: Sage.
Hamid, S. y Sujood, M. A. (2023). Behavioral intention to order food and beverage items using e-commerce during COVID-19: an integration of theory of planned behavior (TBP) with trust. British Food Journal, 125(1), 112-131. https://doi.org/10.1108/BFJ-03-2021-0338
Henseler, J., Ringle, C. M., y Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43, 115-135. https://doi.org/10.1007/s11747-014-0403-8
Imtiaz, R., Ain Kamzi, Q., Amjad, M., y Aziz, A. (2019). The impact of social network marketing on consumer purchase intention in Pakistan: A study on female apparel. Management Science Letters, 9(7), 1093-1104. https://doi.org/10.5267/j.msl.2019.3.015
Joshi, D. J. (2013). An analysis of the existing literature on B2C E-commerce. Indian Journal of Marketing, 43(12), 34-46. https://doi.org/10.17010/ijom/2013/v43/i12/80512
Latinobarometro. (2023). Latinobarometro 2023. https://www.latinobarometro.org/latContents.jsp
Liengaard, B. D., Sharma, P. N., Hult, G. T. M., Jensen, M. B., Sarstedt, M., Hair, J. F., y Ringle, C. M. (2021). Prediction: Coveted, yet forsaken? Introducing a cross-validated predictive ability test in partial least squares path modelling. Decision Sciences, 52(2), 362-392. https://doi.org/10.1111/deci.12445
Ling, K. C., Chai, L. T., y Piew, T. H. (2010). The Effects of Shopping Orientations, Online Trust and Prior Online Purchase Experience toward Customers´ Online Purchase Intention. International Business Research, 3(3), 63-76. https://doi.org/10.5539/ibr.v3n3p63
Manzoor, U., Baig, S. A., Hashim, M. y Sami, A. (2020). Impact of Social Media Marketing on Consumer’s Purchase Intentions: The Mediating role of Customer Trust. International Journal of Entrepreneurial Research, 3(2), 41-48. https://doi.org/10.31580/ijer.v3i2.1386
Margalina, V. M., Jiménez-Sánchez, Á., y Cutipa-Limache, A. M. (2023). Intención de compra y confianza del consumidor en las empresas de venta-online del sector moda de Ecuador y Perú. Redmarka. Revista de Marketing Aplicado, 27(1), 40-54. https://doi.org/10.17979/redma.2023.27.1.9602
Margalina, V. M., Jiménez-Sánchez, Á., y Ehrlich, J. (2023). A Review of the Use of PLS-SEM in Neuromarketing Research. Index.comunicación, 13(2), 119146. https://doi.org/10.33732/ixc/13/02Arevie
Margalina, V. M., y Cutipa-Limache, A. M. (2023). Similarities in Factors Affecting Online Shopping Intention in Ecuador and Peru: A Multigroup Analysis. En L. Radomir, R. Ciornea, H. Wang, Y. Liu, C. M. Ringle, M. Sarstedt (Eds). State of the Art in Partial Least Squares Structural Equation Modeling (PLS-SEM). Springer Proceedings in Business and Economics (pp. 85-98). Springer, Cham. https://doi.org/10.1007/978-3-031-34589-0_10
Miglani-Neha, N. (2022). Consumer behaviour & online marketing strategies of fashion brands. Mass Communicator: International Journal of Communication Studies, 16(3), 38-40. http://dx.doi.org/10.5958/0973-967X.2022.00017.5
Mohseni, S., Jayashree, S., Rezaei, S., Kasim, A. y Okumus, F. (2018). Attracting tourists to travel companies’websites: the strcutural relantionship between website brand, personal value, shopping experience, perceived risks and purchase intention. Current Issues in Tourism, 21(6), 616-645. https://doi.org/10.1080/13683500.2016.1200539
Mousa, A. (2021). Intention to Adopt E-Commerce: A Comparative Review Across Developed and Developing Economies. The African Journal of Information Systems, 13(1), 113-140. https://digitalcommons.kennesaw.edu/cgi/viewcontent.cgi?article=1792&context=ajis
Nitzl, C., Roldán, J. L., y Cepeda, G. (2016). Mediation analysis in partial least squares path modelling. Helping researchers discuss more sophisticated models. Industrial Management and Data Systems, 116(9), 1849-1864. https://doi.org/10.1108/IMDS-07-2015-0302
Qalati, S. A., Galvan-Vela, E., Wenyuan, L., Dakhan, S. A., Hong Thuy, T. T., y Merani, S. H. (2021). Effects of perceived service quality, website quality, and reputation on purchase intention: the mediating and moderating role of trust and perceived risk in online shopping. Cogent Business Management, 8(1), 1869363. https://doi.org/10.1080/23311975.2020.1869363
Ringle, C. M., Sarstedt, M., Sinkovics, N., y Sinkovics, R. R. (2023). A Perspective on Using Partial Least Squares Structural Equation Modelling in Data Articles. Data in Brief, 48(June), 109074. https://doi.org/https://doi.org/10.1016/j.dib.2023.109074
Ringle, C.M., Wende, S., y Becker, J.-M. (2022). SmartPLS 4. Boenningstedt: SmartPLS Gmbh, http://www.smartpls.com
Rosário, A. y Raimundo, R. (2021). Consumer Marketing Strategy and E-Commerce in the Last Decade: A Literature Review. Journal of Theoretical and Applied Electronic Commerce Research, 16(7), 3003-3024. https://www.doi.org/10.3390/jtaer16070164
Sanabria Díaz, V. L., Torres Ramírez, L. A., y López Posada, Laura Marcela. (2016). Comercio electrónico y nivel de ventas en las MiPyMEs del sector comercio, industria y servicios de Ibagué. Revista EAN, (80), 132-154. http://www.scielo.org.co/pdf/ean/n80/n80a10.pdf
Schlägel, C., y Sarstedt, M. (2016). Assessing the measurement invariance of the four-dimensional cultural intelligence scale across countries. A composite model approach. European Management Journal, 34, 633-649. https://doi.org/10.1016/j.emj.2016.06.002
Shmueli, G., Sarstedt, M., Hair, J. F., Cheah, J. H., Ting, H., y Ringle, C. M. (2019). Predictive model assessment in PLS-SEM: Guidelines for using PLSpredict. European Journal of Marketing, 53(11), 2322-2347. https://doi.org/10.1108/EJM-02-2019-0189
Sevilla Avilés, O. K. (2021). El impacto del comercio electrónico en el turismo de Latinoamérica. CIID Journal, 2(1), 77-96. https://dialnet.unirioja.es/servlet/articulo?codigo=8528340
Singh, V., Chaudhuri, R. y Verna, S. (2019). Psychological antecedents of apparel-buying intention for young Indian online shoppers. Scale development and validation. Journal of Modelling in Management, 14(2), 286-311. https://doi.org/10.1108/JM2-05-2018-0059
Sohn, J. W. y Kim, J. K. (2020). Factors that influence purchase intention in social commerce. Technology in Society, 63, 1-11. https://doi.org/10.1016/j.techsoc.2020.101365
Soler-Patiño, A. (2016). ¿Hacia dónde va el comercio electrónico en Colombia? Ploutos, 4(1), 17–24. https://journal.universidadean.edu.co/index.php/plou/article/view/1371
Suominen, K. (2019). El comercio digital en América Latina ¿Qué desafíos enfrentan las empresas y cómo superarlos? Comercio internacional, (145), 1-49. https://repositorio.cepal.org/handle/11362/44976
Taylor, J. W. (1974). The role of risk in consumer behavior. Journal of Marketing, 38(2), 54-60.
Thomas, M. R., Kavya, V., y Monica, M. (2018). Online Mechandising Cues Influencing the Purchase Intention of Generation Z Mediated by trust. Indian Journal of Commerce and Management Studies, 9(1), 13-23. https://www.ijcms.in/index.php/ijcms/article/view/150
Venkatesh, V., Speier-Pero, C. y Schuetz, S. W. (2022). Why Do People Shop Online? A Comprehensive Framework of Consumers’ Online Shopping Intentions and Behaviors. Information Technology & People, 35(5), 1590-1620. https://doi.org/10.1108/ITP-12-2020-0867
Yu, S., Hudders, L., y Cauberghe, V. (2018). Selling Luxury Products Online: The Effect of Quality Label on Risk Perception, Purchase Intention and Attitude Toward the Brand. Journal of Electronic Commerce Research, 19(1), 16-35. http://www.jecr.org/node/542
Zhao, J-D., Huang, J-S. y Su, S. (2019). The effects of trust on consumer continuous purchase intentions in C2C social commerce: A trust transfer perspective. Journal of Retailing and Consumer Perspectives, 50, 42-49. https://doi.org/10.1016/j.jretconser.2019.04.014
Zhu, D. S., Lee, Z. C., y O’Neal, G. S. (2011). Mr. Risk! Please Trust Me: Trust Antecedent that Increase Online Consumer Purchase Intention. Journal of Internet Banking and Commerce, 16(3), 1-23. https://www.icommercecentral.com/open-access/mr-risk-please-trust-me-website-acceptance-of-evendorwebsite-in-taiwan.php?aid=38287
Artículo de barra lateral
Publicado
abr 18, 2024
Detalles del artículo
Sección
Artículos destinados a la sección miscelánea
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.