Citas bibligráficas
Moran, P., Quiñones, A. (2021). Motivaciones hedónicas y utilitarias en relación a la intención de compra en plataformas online de librerías. [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/659796
Moran, P., Quiñones, A. Motivaciones hedónicas y utilitarias en relación a la intención de compra en plataformas online de librerías. [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2021. http://hdl.handle.net/10757/659796
@misc{renati/399256,
title = "Motivaciones hedónicas y utilitarias en relación a la intención de compra en plataformas online de librerías.",
author = "Quiñones Saenz, Alexandra",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2021"
}
The COVID-19 pandemic forced bookstores to close their physical stores and migrate to the digital channel. That is why this research aims to study hedonic and utilitarian motivations in relation to purchase intention in the category of online bookstore platforms. In order to understand the study, the relationships of three variables are explored: Hedonic Motivation, Utilitarian Motivation and Purchasing intention, through the literature review. Also, it is important to mention that the relevance, scope and limitations of this study in the Peruvian context are exposed. On the other hand, the data collection will be developed using a questionnaire, which will be sent online. The sample is scheduled for a total of 400 responses, by those who have ever bought books on online bookstore platforms.
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