Análisis de las estrategias de live commerce en el comportamiento de compras de moda en Guayaquil.

Abstract

This research analyzed Live Commerce strategies and their influence on the fashion purchasing behavior of consumers in Guayaquil, considering the growth of live broadcasts as a space that integrates interaction, product demonstrations, and commercial incentives within social networks. A mixed-methods approach was used, with exploratory and descriptive research through surveys of 385 consumers in Guayaquil, while the qualitative component comprised five interviews with experts and business representatives linked to digital marketing and the fashion sector. The results showed that TikTok garnered 67.5% of preference as a platform for watching fashion broadcasts, and that exclusive promotions and discounts were the main driver of interest, at 56.9%. Furthermore, 91.3% of participants rated the influence of Live Commerce on their fashion purchases as high or very high. Qualitative findings reinforced the importance of real-time interaction, garment demonstrations, trust, and brand humanization, concluding that Live Commerce has a significant perceived influence on purchasing behavior and represents a strategic opportunity for fashion businesses in Guayaquil when combined with promotions, interaction, product demonstrations, trust, and planned execution.