Propensión de clientes en mercados populares para el comercio digital

Abstract

Electronic commerce has been proposed as an alternative to traditional face-to-face commerce, especially in view of the Covid 19 pandemic. This report presents the results of a study carried out in popular markets in the city of Celaya (Mexico). A survey was carried out on 250 customers of traditional retail businesses, using as a reference the Peña-Nieto model based on the models of acceptance of technology widely used in the field to date, and oriented towards the intention to purchase online. The results show that the proposed model significantly and jointly influences its seven dimensions as predictors of the intention to use. Individually, the dimensions of attitudes and self-efficacy present statistical significance as predictors of online purchase intention. The study makes it possible to determine the variables that impact the purchase decision of users, even when they do not have previous experience in electronic commerce. The study allows us to verify that low-income customers, as represented by this type of market, may be prone to online purchases as an alternative to traditional commerce.