Análisis de la integridad, privacidad y seguridad en la intención de compra en línea B2C en sectores comerciales en bienes y servicios por los usuarios.

Abstract

With the development of information and communication technologies, electronic commerce has become a fundamental tool for the acquisition of goods or services, this is due to the easy access to information through the use of the internet. The objective of this research work was to determine the relationship between integrity, privacy and security with the B2C purchase intention in the city of Guayaquil, which could be done through a quantitative and correlational research with which we sought to analyze the independent variables of the study and relate them to the dependent variable, which in this case would be the purchase intention of consumers. The survey was applied to 385 online consumers in the city of Guayaquil, and the results showed that most of the customers take into account the privacy and security that the company offers them when shopping online, For these reasons, a proposal was developed as an alternative solution to the problem, which is expected to provide a workshop to online retailers in the city in order to ensure the security and privacy of their customers, and thus obtain benefits such as improving the profitability of your company, be recognized, get more customers.