Resumo

TONIUT, Hernán Ramón. EVALUACIÓN DE LAS MOTIVACIONES UTILITARIAS EN LA COMPRA DE CALZADO E INDUMENTARIA A TRAVÉS DE MEDIOS ELECTRÓNICOS. Cienc. adm. [online]. 2023, n.21, pp.2-2. ISSN 0009-6784.  http://dx.doi.org/https://doi.org/10.24215/23143738e110.

The main purpose of this research is to propose and analyze a set of variables to evaluate the utilitarian motivations in the purchase of products through electronic channels. For this, a review of the literature on the subject and an exploratory and descriptive research has been carried out. Despite the fact that there is much research on consumer behavior, the approach to electronic behavior is incipient and does not delve into specific sectors. In this sense, the article provides a set of variables to consider and the possible motivations derived. As part of the work, a survey was conducted of smartphone users with internet access to assess the priority of the selected motivations. In addition, it was inquired about the fears in the realization of this type of transaction. Based on the analysis of consumer behavior, organizations will be able to design effective marketing strategies, consolidate their value proposition and improve customer expectations.

Palavras-chave : direct channel; e-commerce; consumer behavior; marketing; utilitarian motivation; needs.