La influencia de los factores emocionales en la decisión de compra del consumidor en plataformas digitales.

Abstract

This paper aims to analyze the effects of emotional factors on consumer purchasing decisions on digital platforms. The theoretical and reference framework includes aspects related to consumer behavior, emotional marketing, and the factors that influence people while making online purchases. These concepts support the analysis and recommendations derived from this study. Surveys were administered to people over eighteen years old in Guayaquil, allowing for the collection of important information, which was then systematized and analyzed. In addition, interviews were conducted, broadening the discussion on consumer purchasing behaviors and developing recommendations for proper emotional management among the users involved. The study concludes that a significant percentage of the population with purchasing power purchases online products based on external factors and emotional impulses. Related research is recommended, as well as new scientific lines of inquiry that contribute to a deeper analysis of the factors that motivate people to make impulse purchases and the prevention of social and emotional problems in customers.