Examinando por Materia "Comportamiento del Consumidor online"

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    Atributos de evaluación de los compradores en línea de café del área Metropolitana de Medellín
    (Universidad EAFIT, 2022) Echeverri Moreno, Sebastián; Botero Cardona, Andrés
    Coffee is one of the most popular beverages in the world and its consumption is growing every day. E-commerce has transformed consumer behavior, and the purchasing process has evolved the same way; hence, the importance of understanding the way in which the buyer makes the purchase decision online. This research determines the main attributes that a consumer in Medellin, Colombia, evaluate before making a coffee purchase decision online and how each attribute participates on it. For this purpose, the behavior and interaction with the main attributes of the main coffee e-commerce in Colombia has been analyzed. The data has been collected through observation and purchase analysis with the help of an Eye Tracker, and then through semi-structured interviews with more than 14 participants. The results have revealed the evaluation attributes of a consumer when making the purchase decision through a coffee electronic commerce platform. The results of this research are a useful tool for companies that produce and/or distribute coffee products that have online selling as one of their main distribution channels or plan to have it in the future.