Citas bibligráficas
Morales, J., (2019). Mobile commerce: Electronic word of mouth y valor percibido con relación a la intención de compra en las cadenas de cine en hombres y mujeres de Lima Metropolitana [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/652785
Morales, J., Mobile commerce: Electronic word of mouth y valor percibido con relación a la intención de compra en las cadenas de cine en hombres y mujeres de Lima Metropolitana [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2019. http://hdl.handle.net/10757/652785
@misc{sunedu/4383521,
title = "Mobile commerce: Electronic word of mouth y valor percibido con relación a la intención de compra en las cadenas de cine en hombres y mujeres de Lima Metropolitana",
author = "Morales Garay, Johnny Bladymir",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2019"
}
The purpose of this research work is to identify the relationship between EWOM and perceived value compared to the intention to buy online in cinema chains, in men and women in Metropolitan Lima. In this opportunity, the work will consist of two parts: introduction and four chapters (Theoretical framework, Methodology, Results and Discussion). Mobile commerce has evolved in the world, and Peru is no exception. Therefore, the following research work identified variables such as the Electronic Word Of Mouth (EWOM) and the perceived value. Of these mentioned variables, the aim is to identify the level of significance that they may have in the face of purchase intention in cinema chains. The study begins with investigations by different authors in order to address the main concepts such as electronic commerce, mobile commerce, EWOM, perceived value and purchase intention. Then the research presents a mixed methodology. On the one hand, a qualitative study was carried out to have a first arrival at the primary public. Likewise, interviews with specialists were conducted with the aim of deepening the subject and having a clearer picture. On the other hand, a quantitative study was carried out through a survey of 250 people, with the aim of inferring and having exact conclusions from the category studied.
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