Análisis de los factores que inciden en el comportamiento de compra online en la ciudad de Guayaquil con respecto al servicio de pago contra entrega.

Abstract

The present research project seeks to analyze the factors that affect online purchasing behavior with respect to the payment against delivery service in the city of Guayaquil. Relevant information was obtained through secondary sources, which showed an abysmal growth of online commerce today. It is shown that for companies it is increasingly necessary to have a presence in the digital world as this allows direct and personalized interaction with the customer; transactions are becoming more frequent, payment processes are improving simultaneously with delivery logistics, since the customer has evolved and has become more demanding. All the information was complemented with the use of quantitative and qualitative research tools applied to people from 25 to 44 years old, which allowed to obtain relevant results about the habits and preferences of online consumption and the factors that affect or affect the purchase. Specific profiles with different purchase behaviors were highlighted, based on this, the types of online buyers were classified into four profiles to identify their personality and main characteristics, and finally a model was developed that allows applying the payment service to each one from them.