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- Title
Hábitos de consumo en plataformas e-commerce en adultos jóvenes de la ciudad de Bogotá.
- Authors
Linero Bocanegra, James Paul; Botero Cardona, Luis Fernando
- Abstract
Consumption in e-commerce platforms is determined by variables that affect online trust for purchase decision making. The present article discloses the results obtained from qualitative research, aimed at identifying online consumption habits, in a sample of people between 24 and 34 years of age, from socio-economic levels 3 and 4 in Bogotá city. According to the results, clients associate trust mainly with the information provided by the website and its comments history, the quality of the service after the online transaction, the perceived security, and the utility generated in the use of a given platform. The impact generated by electronic commerce in Colombia leads to the need for researches on the variables that define consumers'purchasing behavior and that allow greater effectiveness in the implementation of e-commerce strategies in companies.
- Subjects
BOGOTA (Colombia); COLOMBIA; ONLINE comments; ELECTRONIC commerce; DECISION making; QUALITATIVE research; TRUST
- Publication
Universidad & Empresa, 2020, Vol 22, Issue 38, p211
- ISSN
0124-4639
- Publication type
Article
- DOI
10.12804/revistas.urosario.edu.co/empresa/a.8131