El comportamiento del consumidor femenino y aspectos relevantes que influyen en las compras de calzado a través del canal online

Abstract

This research has as main objective to determine the factors that influence women's footwear purchase behavior through the online channel. For this purpose, literature and researches related to consumer behavior and e-commerce were revised and allowed to identify the phases of the purchase process by the consumer and the relevant elements that influence women to make purchases online. In addition, a survey was applied to a group of women who were selected as a convenience sample, in which they expressed aspects and related activities as internal and external factors that influence the purchasing and decision making processes. The survey that was used as an instrument allowed the generation of an analysis that was coherent with the objective proposed and allowed to identify how women's participation on online purchases is increasing every day and that women are empowering themselves with technological tools to participate in e-commerce.