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Factores que motivan la compra por impulso en el contexto de la compra en grupo en línea

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dc.contributor.authorRodríguez-Orejuela, Augusto
dc.contributor.authorPeña-García, Nathalie
dc.contributor.authorCasañas-Chavez, Maria Isabel
dc.date.accessioned2021-03-18T00:00:00Z
dc.date.accessioned2026-02-18T14:43:08Z
dc.date.available2021-03-18T00:00:00Z
dc.date.issued2021-03-18
dc.description.abstractEste estudio tiene como propósito entender los factores que promueven la compra por impulso en sitios web de compra en grupo, a través del enfoque de la teoría psicológica ambiental de estímulo-organismo-respuesta (S-OR). Se analizan los estímulos disponibilidad percibida del producto y atractivo visual, además de la reacción cognitiva y la telepresencia como organismos; finalmente, como respuesta, la urgencia a comprar impulsivamente. Se realizó una investigación cuantitativa por medio de una entrevista personal con cuestionario estructurado a 403 consumidores de tiendas de compra agrupada en línea. Los datos fueron tratados con EQS 6.3, a partir de un análisis factorial confirmatorio y ecuaciones estructurales con el fin de contrastar las hipótesis. Los resultados indican, por un lado, que una percepción positiva del consumidor respecto a la disponibilidad del producto y el atractivo visual en el sitio de compra en grupo en línea influyen positivamente en la telepresencia, así como esta a su vez influye positivamente en la sensación de compra por impulso en línea del consumidor; por otro, se observa que la reacción cognitiva va en contra de la urgencia por comprar por impulso. Así las cosas, se puede establecer las tiendas pueden gestionar la urgencia para comprar impulsivamente cuando se requiere realizar una actividad promocional; pero no puede gestionarse como una actividad promocional regular en una empresa que espere durar en el mercado.spa
dc.description.abstractThe purpose of this study is to understand the factors that promote impulse purchase in group buying websites, through the theory of environmental psychological approach, Stimulus-Organism-Response (S-O-R). We analyzed the stimuli perceived availability of the product and visual appeal, besides the cognitive reaction and the telepresence as organisms, and the urge to buy impulsively as a response. A quantitative research was conducted by means of a personal interview with a structured questionnaire applied to 403 consumers of online group-buying stores. In order to test the hypotheses, the data were processed with EQS 6.3, based on a confirmatory factor analysis and structural equations. The results show, on the one hand, that a positive perception of the consumer regarding product availability and visual appeal in the online group buying website influences telepresence in a positive way, and in turn, this positively influences the consumer's online impulse purchase sensation; on the other hand, it shows that the cognitive reaction goes against the urge to buy impulsively. Thus, it can be established that stores can manage the urgency to buy impulsively when a promotional activity is required; but it cannot be managed as a regular promotional activity in a company that expects to last in the market.eng
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dc.identifier.doi10.21158/01208160.n89.2020.2846
dc.identifier.eissn2590-521X
dc.identifier.issn0120-8160
dc.identifier.urihttps://hdl.handle.net/10882/18578
dc.identifier.urlhttps://doi.org/10.21158/01208160.n89.2020.2846
dc.publisherUniversidad Ean
dc.relation.bitstreamhttps://journal.universidadean.edu.co/index.php/Revista/article/download/2846/2162
dc.relation.bitstreamhttps://journal.universidadean.edu.co/index.php/Revista/article/download/2846/2252
dc.relation.citationeditionTema libre
dc.relation.citationissue89
dc.relation.ispartofjournalRevista Ean
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dc.rightsRevista Escuela de Administración de Negocios - 2020
dc.rights.accessrightsinfo:eu-repo/semantics/openAccess
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dc.sourcehttps://journal.universidadean.edu.co/index.php/Revista/article/view/2846
dc.subjectComercio electrónicospa
dc.subjectMercadeo por internetspa
dc.subjectComportamiento del consumidorspa
dc.subjectConsumidores --Actitudesspa
dc.subjectPreferencias de los consumidoresspa
dc.subjectElectronic commerceeng
dc.subjectInternet marketingeng
dc.subjectConsumer behavioreng
dc.subjectConsumers --Attitudeseng
dc.subjectConsumers' preferenceseng
dc.titleFactores que motivan la compra por impulso en el contexto de la compra en grupo en líneaspa
dc.title.translatedFactors in urging impulse purchase in the context of online group buyingeng
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