La Influencia Social en las Compras en Línea

Julián Ferrer Guerra, Alejandro Guerrero Barrón, Oscar Grimaldo Aguayo

Resumen


La influencia social impacta en las decisiones de compra en línea. El objetivo es determinar si los consumidores se ven influenciados por los grupos con los que tienen alguna relación directa para cambiar su actitud hacia las compras en línea y el efecto moderador de la edad, el género y el estado civil. Los resultados demuestran que la influencia social debe ser considerada al analizar las compras en línea, y el género y la edad moderan su comportamiento. Este estudio tiene importancia científica bajo la consideración del impacto de la aceptación de la tecnología en los procesos digitales y en particular, de la influencia social como constructo de validez para explicar el comportamiento positivo hacia las compras en línea. Para la práctica profesional, permite a los especialistas conocer la influencia que representan los grupos cercanos en la decisión del comprador, y determinar estrategias de comercialización en los clientes potenciales que no utilizan las compras en línea.
Palabras clave: Ventas al menudeo, comercio electrónico, aceptación de la tecnología, influencia social
JEL: M39

Social Influence in Online Shopping

Social influence impacts online purchasing decisions. The objective is to determine if consumers are influenced by the groups they have a direct relationship with to change their attitude towards online shopping, and the moderating effect of age, gender, and marital status. The results demonstrate that social influence should be considered when analyzing online purchases, and gender and age moderate its behavior. This study is of scientific importance under the consideration of the impact of technology acceptance in digital processes and particularly the social influence as a construct of validity to explain positive behavior towards online shopping. For professional practice, it allows specialists to understand the influence that close groups have on the buyer's decision and to determine marketing strategies for potential customers who do not use online shopping.

Palabras clave: Retail sales, ecommerce, technology acceptation, social influence.
JEL: M39

Palabras clave


Ventas al menudeo, comercio electrónico; aceptación de la tecnología; influencia social; Retail sales, ecommerce; technology acceptation; social influence

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Referencias


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Copyright (c) 2025 Julián Ferrer Guerra, Alejandro Guerrero Barrón, Oscar Grimaldo Aguayo

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