Intención de compra y confianza del consumidor en las empresas de venta-online del sector moda de Ecuador y Perú

Abstract

The Latin American electronics market faces numerous risks, including consumer trust. The aim of this article is to analyse the degree to which this trust (interpersonal, institutional and towards the seller) influences frequency of purchase and purchase intention in the online fashion sector in Ecuador and Peru. The data for the study were collected using a questionnaire survey of 491 students. The results show that purchase frequency and purchase intention are not affected by interpersonal trust but are both affected by trust in the seller. Institutional trust, on the other hand, does not influence purchase frequency, but does influence purchase intention. The survey results also show that neither gender nor nationality acts as a moderating variable. The study findings indicate that companies in the online fashion sector should focus and redirect their marketing strategies to improve consumer trust.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 8 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.