Bibliographic citations
Acosta , E., Blanco , C. (2021). Imagen de marca, Ewom y confianza en relación con la intención de compra dentro del sector de comercio electrónico [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/658632
Acosta , E., Blanco , C. Imagen de marca, Ewom y confianza en relación con la intención de compra dentro del sector de comercio electrónico [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2021. http://hdl.handle.net/10757/658632
@misc{sunedu/4387147,
title = "Imagen de marca, Ewom y confianza en relación con la intención de compra dentro del sector de comercio electrónico",
author = "Blanco Gamero, Carolina",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2021"
}
The following study will be carried out in order to be able to understand the relationship that exists between brand image, eWom y trust and its impact on the purchase intention in the sector of e-commerce. This study is focused on the category of e-commerce in retail stores. The target audience, which the investigation is directed to, is conformed by men and women, who belong to the socioeconomic level A and B from 20 to 35 years old and live in Metropolitan Lima. The first objective of this study is to know what variables are relevant when shopping in e-commerce from retail stores. In relation to this object of study, the purpose is to understand the shopping process and the factors that induce purchase intention on the consumer. In addition, the study will evidence the variables that could influence the shopping process like brand image, trust and eWom. To acquire all the information mentioned above, the tool that will be used is a survey. These surveys will be conducted on a sample of 400 people via email and WhatsApp. All the information obtained will be analyzed through the SPSS statistical software.
This item is licensed under a Creative Commons License