La relación en la intención de compra de los nuevos canales online-offline y offline-online en los consumidores del sector retail de tiendas por departamento
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Advisors
Natteri Miguel de Priego, Domingo Luis AlbertoIssue Date
2024-06-05Keywords
RetailE-commerce
Servicios online
Servicios offline
Retail
E-commerce
Online channels
Offline channels
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he relationship between the integration of new online-offline and offline-online channels and consumers in the retail department store sectorAdditional Links
https://audio.com/raupc/audio/13667Abstract
Los servicios de los nuevos canales online-offline y offline-online buscan brindan a los consumidores la mejor experiencia de compra posible. Sin embargo, no existen muchas investigaciones que demuestren que la integración de ambos canales resulte favorable en la intención de compra de los consumidores. Además, es importante velar por otras variables que puedan afectar en la experiencia de compra como la calidad percibida de ofertas y la congruencia del canal percibido. En consecuencia, se ha planteado la siguiente interrogante: ¿Cuál es el efecto de los servicios online-offline y offline y online percibidos en los consumidores de tiendas por departamento? Con el objetivo de responder la pregunta se ha utilizado un método cuantitativo en la investigación y se han recolectado los datos de manera online con la herramienta de Google Forms. La encuesta estuvo dirigida a la población de hombres y mujeres peruanos de 18 a 35 años de Lima zona 7, que hayan realizado compras en internet en los últimos seis meses. La muestra para la investigación es de 320 personas.The services of the new online-offline and offline-online channels seek to provide consumers with the best possible shopping experience. However, there is not much research that shows that the integration of both channels is favorable in the purchase intention of consumers. In addition, it is important to monitor other variables that can affect the shopping experience, such as the perceived quality of the offers and the consistency of the perceived channel. Consequently, the following question has been raised: What is the effect of the online-offline and offline-online channels integration services for consumers? In order to answer the question, a quantitative method has been used in the research and the data has been collected online with the Google Forms tool. The survey was aimed at the population of Peruvian men and women between the ages of 18 and 35 in Lima zone 7, who made purchases on the Internet in the last six months. The sample for the investigation is 320 people.
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info:eu-repo/semantics/bachelorThesisRights
info:eu-repo/semantics/openAccessLanguage
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