Publication: El comercio electrónico y la decisión de compra del consumidor en el sector restaurantes del distrito de Trujillo, 2024
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Date
2024
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Publisher
Universidad Nacional de Trujillo
Abstract
El estudio tuvo como objetivo analizar la relación entre el comercio electrónico y la decisión de compra de los consumidores en el sector de restaurantes del distrito de Trujillo durante el año 2024, formulando como pregunta principal: ¿Qué relación existe entre el comercio electrónico y la decisión de compra del consumidor en dicho sector? Se planteó la hipótesis de que existía una relación significativa entre ambos factores. La investigación utilizó un diseño no experimental de tipo transversal-correlacional, con encuestas aplicadas a una muestra de 385 hombres y mujeres mayores de 18 años, seleccionados mediante la fórmula para poblaciones infinitas, quienes habían realizado compras en restaurantes a través del comercio electrónico en los últimos seis meses. Para el análisis se emplearon métodos descriptivos, deductivos y analíticos. Los resultados evidenciaron que una práctica adecuada del comercio electrónico influye positivamente en la decisión de compra de los consumidores, concluyendo que existe una relación positiva y significativa entre estos elementos en el sector de restaurantes del distrito de Trujillo.
ABSTRACT The study aimed to analyze the relationship between e-commerce and the purchasing decision of consumers in the restaurant sector of the Trujillo district during the year 2024, formulating the main question: What is the relationship between e-commerce and the consumer's purchasing decision in this sector? It was hypothesized that there was a significant relationship between both factors. The research used a non-experimental cross-sectional-correlational design, with surveys applied to a sample of 385 men and women over 18 years of age, selected using the formula for infinite populations, who had made purchases in restaurants through e-commerce in the last six months. Descriptive, deductive and analytical methods were used for the analysis. The results showed that an adequate practice of e-commerce positively influences the purchasing decision of consumers, concluding that there is a positive and significant relationship between these elements in the restaurant sector of the Trujillo district.
ABSTRACT The study aimed to analyze the relationship between e-commerce and the purchasing decision of consumers in the restaurant sector of the Trujillo district during the year 2024, formulating the main question: What is the relationship between e-commerce and the consumer's purchasing decision in this sector? It was hypothesized that there was a significant relationship between both factors. The research used a non-experimental cross-sectional-correlational design, with surveys applied to a sample of 385 men and women over 18 years of age, selected using the formula for infinite populations, who had made purchases in restaurants through e-commerce in the last six months. Descriptive, deductive and analytical methods were used for the analysis. The results showed that an adequate practice of e-commerce positively influences the purchasing decision of consumers, concluding that there is a positive and significant relationship between these elements in the restaurant sector of the Trujillo district.
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Keywords
Comercio electrónico, Decisión de compra, Satisfacción del cliente