Examinando por Materia "Experiencia de compra"
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Ítem Análisis de la experiencia de usuario en el portal web CereArt(2018) Moreno Palacio, Verónica; Monroy Osorio, Juan Carlos; Gentilin, MarianoThe objective of this work arises from the unawareness and lack of maturity that exists in e-commerce in Colombia -- It Aims to find out how is the user experience that users face regarding usability and information architecture when buying through the e-commerce site www.cereart.com -- This work first reviews the Colombian current situation regarding e-commerce and the important terms and concepts that are relevant for this investigation -- The methodology used for the development of this research combines qualitative and quantitative methods with the usage of tools such as eye tracking, heuristics and a focus group -- Among the main findings of this study, we find that the more affinity there is with the brand, the usability flaws are mitigated a bit in the user's view -- In addition to this, specific criteria are mentioned to improve the usability y and information architecture of the website and optimize the shopping experienceÍtem Cómo afectan los micromomentos en la compra de regalos en el e-commerce Adoomicilio.com(2018) Vidal Castro, Diana Carolina; Monroy Osorio, Juan Carlos; Mejía Gil, María ClaudiaThis research work aims to describe the shopping experience of Adoomicilio.com customers taking into account the methodology of micro-moments, which allows to identify the different key moments that a customer goes through when buying a gift in Adoomicilio.com, derived from this identify strategies and opportunities for improvement for the brand -- As a methodology for development, a mixed investigation was carried out with portal clients, using tools such as interviews, co-creation sessions with the Adoomicilio.com team (qualitative method) and web analytics (quantitative), which revealed the different behaviors of the Adoomicilio.com client throughout the customer journey map -- Subsequently, a relationship was made between the customer journey map and the micro-moments methodology to identify the relevant moments, strategies and opportunities that Adoomicilio.com can implement to positively influence the decisions of the consumer when buying a gift at home over the internetÍtem Comprar con los 5 sentidos : indicadores de una experiencia agradable del comprador en locales de tenis y ropa deportiva de la marca Branchos(Universidad EAFIT, 2019) Ramírez Serna, Jhony Andrey; Acevedo Mejía, Erika CristinaÍtem Evolución del comportamiento de compra y consumo del shopper figital en plataformas digitales en Colombia(Universidad EAFIT, 2023) Agudelo Herrera, Alejandra; Hurtado Yepes, Luis Miguel; Sepúlveda Cardona, Edwin AndrésThe global health problem experienced in 2020 brought variations in the behavior and habits of Colombian consumers, leading society in general to have more contact with the digital environment in different aspects of their lives; leading a change in the social and economic dynamics, which in turn boosted electronic commerce in general because it became strategic to boost the country's economy. The brands had to adapt to a new environment and saw the need to harmonize the experience of the physical channel with the digital channel to improve the value proposition and vice versa. For the development of the theme, concentrated our analysis and study in Colombia, in the period of time that covers from December 2019 to mid-2023; used an exploratory-descriptive investigative process; interviewed managers and Directors of fashion Companies in Colombia, multiple choice polls to costumers, in order to find the key aspects that the companies under study must adopt to improve the experience for their users and their proposal of value on digital platforms, understanding the importance of the new “Phygital” consumer.Ítem Experiencia de compra de equipos de medición para la industria de construcción en Bogotá(Universidad EAFIT, 2020) Londoño Laserna, Neyla Jeannelle; Posada Alvarez, Mariana; Acevedo Mejia, Erika Cristina; Asuad Serna, Maria AntoniaThe urbanization is a megatrend. It is considered that by 2030 a large part of the population will be settled in cities and therefore will demand infrastructure resources. In Colombia, Bogotá's participation in the construction sector is evident with 40% over the rest of the country. In this context, small and medium sized companies denominated in Colombia as SMEs, distributors of measurement equipment, face a big challenge in the market. Thus, the objective of this research is to describe the experience in the procurement process, with an emphasis on touchpoints, by companies that demand construction measurement equipment. In addition, the expectation is to contribute to SMEs that do Business to Business (B2B) marketing and require to know the procurement process of their customers, to apply efficient marketing strategies. Regarding the target audience, this work is oriented to the people in charge of the acquiring process in construction companies, who will be interviewed to capture the information that will be the primary source of this research.Ítem Experiencia de compra ideal para las personas de los niveles socio económicos bajo, medio-bajo y medio de Bogotá con la plataforma COMPRATODO(Universidad EAFIT, 2019) Escobar Rúa, Ricardo; Anderson Guerrero, Einar de Jesús; Monroy Osorio, Juan Carlos; Mejía Gil, María ClaudiaÍtem 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 ClaudiaThis 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.Ítem Optimización de la experiencia en la compra online(Universidad EAFIT, 2017) González Yépes, Luis Guillermo; León Bustos, Diana Paola; Mejía Gil, María Claudia; Monroy Osorio, Juan CarlosThis article presents the results of a research that analyzes the experience in online shopping, in order to present optimization suggestions -- Given the characteristics of the object of study (identifying the stages of the online purchase process, the most used channels and the contact points with which users feel identified), the methodological approach was qualitative; at the information gathering stage, two group sessions and semi-structured interviews were conducted with experts on e-commerce and service issues -- The research started from the recognition of the existence of four stages in the online purchase process: interest, search, reinforcement and conversion; as the study progressed and the results of the first focus group were collected, an initial experience map was designed that reflected an additional later stage called post-sales / loyalty -- In this phase of the study, the information obtained was validated with experts and their contributions substantially fed the design of a final experience map in which six stages were defined for the online purchase process, since the last one was split -- With the results obtained, this research aims to be a guide or reference for future entrepreneurs in electronic commerce -- The findings of the study can be used to make marketing decisions so that they are oriented towards the creation of digital impact strategies for their clients and with which they generate long-term relationships that contribute to higher sales with a high return on investment