Examinando por Materia "Confianza en compras"

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    Motivadores de compra en Ecommerce en Medellín
    (Universidad EAFIT, 2019) Hernández Osorio, Jorge Ivan; Robayo Ramirez, Andrés Felipe; Muñoz Molina, Yaromir
    This work is inspired by the seven-year work experience in the retail sector, specifically in non-contact channels, which has evidenced the evolution and penetration of the ecommerce channel in Colombia, which has grown from 2013 to 2017 of 231% in sales and had a participation in transactions until 2018 of 4.4% (BlackSip, 2018). It seeks to answer the question about purchase motivators regarding the ecommerce channel. The study aims to answer five hypotheses that were formulated in the literature review on the subject. Data collection was achieved by applying a questionnaire to men and women between the ages of 25 and 40, residents of the city of Medellin, buyers of the online channel. Among the important results it is highlighted that it is confirmed that the fact that people can enter from anywhere with internet access at any time is a motivator, also having a broader portfolio than a physical store and more depth in their inventory allows The user considers the online channel in their purchases and the perception of lower prices allows the user to consider the online channel as a channel to make their purchases. As a barrier it was found that people prefer to touch a product before making a purchase, which is not so easy to achieve when it is sold through the online channel, the results allow us to infer that we must work on the potential barriers to achieve the closure of Online transactions