Análisis de los factores que influyen en la intención de compra online
DOI:
https://doi.org/10.29105/vtga6.2-603Keywords:
consumidor online, intención de compra, percepción, adopción a la innovación, actitudAbstract
The topic of online commerce presents a rapid growth has been evidenced as an emerging trend among different consumers. The popularity of online commerce has been of interest to marketing experts and researchers to focus on this area. This research aims to analyze the literature related to factors such as: consumer perceptions in the online purchasing process, the sociodemographic profile of the online consumer and the adoption of online consumer technological innovation. An exploratory and descriptive analysis was performed to identify the investigations on the factors of interest. The literature recognizes a variety of factors associated with the intention to buy online and with a special emphasis on the factors proposed here.
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