Maestría en Mercadeo (tesis)

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Segmentación basada en motivadores e inhibidores de la compra online y offline de vestuario y accesorios en Medellín
(Universidad EAFIT, 2018) Dávila Reina, Laura Cristina; Soriano Vanegas, Aylin Johanna; Londoño Giraldo, Beatriz
E-commerce as a sales channel has been growing in two-digit percentages in Latin America -- In this scenario, Colombia is one of the countries with the best forecast for digital sales in the region -- However, studies on the acceptance of this technology are scarce in the country -- This article seeks to make a segmentation of users based on the identification of motivators and inhibitors of online and offline shopping for clothing and accessories in Medellin -- The Technology Acceptance Model (TAM) uses variables such as perceived risk, offline hedonism, online hedonism, user generated content, and price orientation -- These variables were included in an online questionnaire and later analyzed by means of a cluster analysis of a hierarchical type to a sample of 213 consumers, which led to the identification of three clusters: the Millennials, the Assisted and the Internet users -- The results allow the development of relevant strategies for the clothing and accessories category in online and offline shopping channel