Fast fashion en Centennials: Factores clave en la decisión de compra del consumidor
Resumen
El presente estudio analizó el comportamiento del consumidor centennial ecuatoriano en el contexto del fast fashion, con el objetivo de identificar los factores que influyen en la comodidad de decisión de compra. Se realizó una investigación empírica con enfoque cuantitativo y alcance exploratorio, utilizando un muestreo no probabilístico por conveniencia. Se aplicó un cuestionario estructurado con 4 preguntas descriptivas y 43 ítems medidos con una escala de Likert de 7 puntos. Los resultados fueron analizados a través del modelo de ecuaciones estructurales (SEM). Los resultados indicaron que la autoeficacia y la inspiración del consumidor son factores significativos que afectan positivamente la comodidad de decisión de compra. Como conclusión que las estrategias de marketing que se enfoquen en personalizar las experiencias de compra y utilizar imágenes motivadoras pueden mejorar la comodidad de decisión de compra en este grupo demográfico.
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Derechos de autor 2024 Scolyn Nicole Sanay Quito , Lorenzo Bonisoli
Esta obra está bajo licencia internacional Creative Commons Reconocimiento 4.0.
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