Análisis de los factores que afectan el comportamiento de compra en línea de los consumidores millennials de la ciudad de Guayaquil.

Abstract

The purpose of this study was to analyze the factors that affect the online shopping behavior of consumers called millennials of the city of Guayaquil to know the perception in relation to the use of new technologies. This study arises from future research lines raised by Moshref, M., Dolatabadi, H., Nourbakhsh, M., Poursaeedi A., & Asadollahi, A. (2012) who studied the factors that affect online shopping behavior of consumers in Iran and proposed to study this phenomenon in another context with the aim of generating greater understanding of the factors that affect online shopping behavior from a holistic perspective. The results are relevant for all agents of interest who are interested in implementing strategies that promote the use of this channel with a view to granting greater advantages for consumers, especially in terms of time and costs. Among the main findings after the analysis, it was concluded that the attitude of online purchases is affected by financial risks and the return policy. While online shopping behavior is only influenced by the millennial attitude when making the decision to make purchases online.