Citas bibligráficas
Atiro, F., Cruz, M. (2019). Acciones del social commerce en relación con la intención de compra en vestimenta femenina, en el sector retail [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/653917
Atiro, F., Cruz, M. Acciones del social commerce en relación con la intención de compra en vestimenta femenina, en el sector retail [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2019. http://hdl.handle.net/10757/653917
@misc{renati/393118,
title = "Acciones del social commerce en relación con la intención de compra en vestimenta femenina, en el sector retail",
author = "Cruz Ventura, Mercedes Sayuri",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2019"
}
With the appearance of social commerce or also called social commerce, users have the facility to exchange information on social networks through previous experiences. However, being a new term and having a rapid evolution, the relationship between social commerce and purchase intention has not been widely studied. It should be noted that women's fashion department stores in Peru integrate it into their digital marketing strategy. Based on this, this academic work aims to identify the degree of influence of the social commerce constructs (comment, suggestion and purchase button) based on social interactions (cognitive and affective states) in relation to confidence and intention to buy women's clothing online in department stores in Metropolitan Lima. Following the S-O-R model, seven hypotheses have been raised and to test them we will collect the necessary data through online surveys. This research expects the participation of 250 people who belong to the target audience described in the sample. All responses will be measured on a 7-point Likert scale, where 1 is "totally disagree" and 7, "totally agree".
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