Bibliographic citations
Hein, N., Ramírez, M. (2021). Interacciones sociales en relación a la confianza e intención de compra en el comercio social en marketplaces [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/661099
Hein, N., Ramírez, M. Interacciones sociales en relación a la confianza e intención de compra en el comercio social en marketplaces [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2021. http://hdl.handle.net/10757/661099
@misc{sunedu/3285851,
title = "Interacciones sociales en relación a la confianza e intención de compra en el comercio social en marketplaces",
author = "Ramírez Lores, María Lucía",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2021"
}
This research was conducted with the need to understand the social commerce environment, through social networks and Marketplaces, both of which are boosted by the increased use of digital platforms. An investigation and analysis of the impact of social interactions in regards to social commerce trust will be conducted, focused on the Marketplaces sector. The proposed study is considered relevant, as researching consumer performance when shopping on websites may reveal how they interact with platforms. The variables are closely related, since the social interactions that take place during the shopping experience generate confidence, encouraging the user’s intention to buy in social commerce. From this approach, trust influences the purchase intention in online brand communities, and these, in turn, influence the purchase behavior of users. A correlational study is proposed to determine the direction and magnitude of the relationship between the variables with the implementation of a survey. The study will be conducted through the following dimensions: trust in social commerce, social interactions, brand community, and purchase behavior.
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