Análisis del comportamiento del consumidor en compras a través de la plataforma TEMU en Ecuador.

Abstract

The objective of this proposal is to demonstrate the factors that influence the online purchasing behavior of consumers through the product platform of the company TEMU in Ecuador, in a context that is important to consider. The theory of planned behavior is delimited in previous experiences, in order to analyze the purchase intention of users of online platforms, and therefore the confidence in online purchases. For the development of the research, the survey technique was chosen, through a convenience study sample of users of the platform, who have made online purchases. The results are sent through Google/Forms, making use of the resources that the portal offers for the collection and/or tabulation of results. The analysis allows to establish the positive effect of the consumer's purchase intention, their confidence, security and motivation to decide to buy on this digital platform and as such, the positive effect on the consumer's online purchasing behavior. Other companies must consider that trust is a key element for consumers to assume positive purchasing behavior, and they must implement effective business strategies that generate trust even in times of economic recession.