E-commerce consumer purchasing decisions in Sonora
Given the importance that the online consumer represents for the expansión of electronic commerce in Sonora, the article presents as an objective, to to investigate in the Sonora entity, the profile of the final consumer who buys through electronic retail commerce, since it expresses choices and dec...
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Posgrados de la División de Ciencias Económica Administrativas
2023
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oai:https:--indiciales.unison.mx-:article-522023-04-20T15:27:45Z E-commerce consumer purchasing decisions in Sonora Decisiones de compra del consumidor de comercio electrónico en Sonora Bocanegra Gastelum, Carmen Otilia Vázquez Ruiz, Miguel Angel economía digital comercio minorista electrónico perfil del consumidor Sonora digital economy electronic retail commerce consumer profile Sonora Given the importance that the online consumer represents for the expansión of electronic commerce in Sonora, the article presents as an objective, to to investigate in the Sonora entity, the profile of the final consumer who buys through electronic retail commerce, since it expresses choices and decisions that it is important to know for the generation of strategies by local retailers. To achieve the objective, a simple random sample of 400 online surveys applied to Internet users over 18 years of age, who have made at least one purchase through electronic commerce, was used. Among the most outstanding results are the following: consumers between 18 and 25 years old (65%) are the ones who buy the most through e-commerce; 63.75% of the total are students; the amount of income of the most consuming population ranges between $6,000 and $12,000 pesos per month by 68%; 56% decide to buy to find a lower price; 70.6% still mistrust e-commerce; This is mainly based on the insecurity in payment with bank cards with 58%; The platform most used by Internet users, both for local and international consumption, is Amazon, with 76% and 86%, respectively; The most demanded market is the United States with 84%, among other indicators that define the profile of the digital consumer in Sonora. Dada la importancia que representa el consumidor en línea para la expansión del comercio electrónico en Sonora, el artículo presenta como objetivo investigar en la entidad sonorense, el perfil del consumidor final que compra a través del comercio minorista electrónico, dado que expresa elecciones y decisiones que es importante conocer para la generación de estrategias por los comerciantes minoristas de la localidad. Para lograr el objetivo se recurre a una muestra aleatoria simple de 400 encuestas en línea, aplicadas a internautas mayores de 18 años, que por lo menos han llevado a cabo una compra a través de comercio electrónico. Entre los resultados más destacados se encuentran los siguientes: los consumidores entre 18 y 25 años (65%) son los que más compran por e-commerce; el 63.75% del total, son estudiantes; el monto de ingresos de la población más consumidora oscila entre los $6,000 y $12,000 pesos mensuales en un 68%; el 56% decide comprar por encontrar un precio menor; el 70.6% aun desconfía del e-commerce; ésta, se sustenta principalmente en la inseguridad en el pago con tarjetas bancarias con el 58%; la plataforma más usada por los internautas, tanto para el consumo local como internacional, es Amazon, con el 76%, y 86%, respectivamente; el mercado más demandado es el de Estados Unidos con un 84%, entre otros indicadores que definen el perfil del consumidor digital en Sonora. Posgrados de la División de Ciencias Económica Administrativas 2023-03-13 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Articulo evaluado por pares application/pdf https://indiciales.unison.mx/index.php/Indicial/article/view/52 10.52906/ind.v1i5.52 Indiciales; Vol. 1 Núm. 5 (2023): REVISTA INDICIALES 2954-3649 10.52906/ind.v1i5 spa https://indiciales.unison.mx/index.php/Indicial/article/view/52/58 Derechos de autor 2023 Carmen Otilia Bocanegra Gastelum, Miguel Angel Vázquez Ruiz |
| institution |
Indiciales |
| collection |
OJS |
| language |
spa |
| format |
Online |
| author |
Bocanegra Gastelum, Carmen Otilia Vázquez Ruiz, Miguel Angel |
| spellingShingle |
Bocanegra Gastelum, Carmen Otilia Vázquez Ruiz, Miguel Angel E-commerce consumer purchasing decisions in Sonora |
| author_facet |
Bocanegra Gastelum, Carmen Otilia Vázquez Ruiz, Miguel Angel |
| author_sort |
Bocanegra Gastelum, Carmen Otilia |
| title |
E-commerce consumer purchasing decisions in Sonora |
| title_short |
E-commerce consumer purchasing decisions in Sonora |
| title_full |
E-commerce consumer purchasing decisions in Sonora |
| title_fullStr |
E-commerce consumer purchasing decisions in Sonora |
| title_full_unstemmed |
E-commerce consumer purchasing decisions in Sonora |
| title_sort |
e-commerce consumer purchasing decisions in sonora |
| description |
Given the importance that the online consumer represents for the expansión of electronic commerce in Sonora, the article presents as an objective, to to investigate in the Sonora entity,
the profile of the final consumer who buys through electronic retail commerce, since it expresses choices and decisions that it is important to know for the generation of strategies by local retailers. To achieve the objective, a simple random sample of 400 online surveys applied to Internet users over 18 years of age, who have made at least one purchase through electronic commerce, was used. Among the most outstanding results are the following: consumers between 18 and 25 years old (65%) are the ones who buy the most through e-commerce; 63.75% of the total are students; the amount of income of the most consuming population ranges between $6,000 and $12,000 pesos per month by 68%; 56% decide to buy to find a lower price; 70.6% still mistrust e-commerce; This is mainly based on the insecurity in payment with bank cards with 58%; The platform most used by Internet users, both for local and international consumption, is Amazon, with 76% and 86%, respectively; The most demanded market is the United States with 84%, among other indicators that define the profile of the digital consumer in Sonora. |
| publisher |
Posgrados de la División de Ciencias Económica Administrativas |
| publishDate |
2023 |
| url |
https://indiciales.unison.mx/index.php/Indicial/article/view/52 |
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