Comportamiento del consumidor y decisión de compra online: un estudio empírico sobre factores determinantes en Quito, Ecuador

Catalina De Los Ángeles  Suárez Nicolalde

doi:10.59169/pentaciencias.v7i5.1686

Authors

Catalina De Los Ángeles Suárez Nicolalde 1Instituto Superior Tecnológico Quito https://orcid.org/0000-0002-1671-189X

DOI:

https://doi.org/10.59169/pentaciencias.v7i5.1686

Keywords:

E-commerce; digital marketing; purchase intent; consumer confidence

Abstract

This study aimed to identify the key determinants of online purchase decisions among consumers in Quito, Ecuador. An empirical, quantitative, non-experimental, cross-sectional research design with an explanatory–correlational scope was employed, using a structured online survey with a five-point Likert scale administered to a sample of adult residents of Quito who had made online purchases recently. Data were analyzed using descriptive statistics, internal consistency reliability assessment of the scales, and correlational analysis, and a multiple regression model was estimated to determine the relative influence of the factors examined on online purchase decisions, complemented by a comparative analysis according to the primary shopping platform used. The results showed that online purchase decisions were mainly associated with delivery logistics and perceived trust, followed by user experience, customer service, and digital reputation based on online reviews, whereas perceived value exhibited a smaller positive effect and price sensitivity showed a negative relationship. Likewise, no substantial differences in online purchase decisions were found by platform type. Overall, the findings provide evidence to guide e-commerce strategies focused on strengthening fulfillment, security, and user experience to enhance conversion.

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