Examinando por Autor "Merino Estrada, Juliana"

Mostrando 1 - 1 de 1
  • No hay miniatura disponible
    Ítem
    La experiencia de la compra en línea (online) en la industria de la moda en Colombia
    (Universidad EAFIT, 2019) Merino Estrada, Juliana; Vanegas Correa, Clara Elena; Ceballos Ochoa, Lina María; Mejía Gil, María Claudia
    This research project arises from the need to investigate the behavior of people who shop using online platforms and, specifically, those who acquire products from the fashion industry. For this, the main research sample was taken from women from the city of Medellín and the Aburrá valley with a socioeconomic level between four and six and ages between 25 and 45 years old. This sample was chosen considering their purchasing capability, which allows them access to different technological tools that provide higher levels of information about the products. It is presumed that this possibility is one of the reasons why these women change their traditional shopping habits for online alternatives. Through an exploratory study, we deepened the definition of the shopping experience as a general concept. In addition, the behavior of the digital consumer was also defined, taking the phenomena of internet and technology as the main triggers of this change, which transforms the shopping experience into something more than a commercial transaction and allows interaction with other buyers, with information, with the suppliers and directly with the brand. Next, the relationship of people that use that form of commerce was explored and described by identifying the emotions and thoughts involved in an online shopping process. Thus the desire to evaluate the influence in the fashion industry and in some of the companies that offer these shopping alternatives.