La incidencia de la percepción de la marca en la intención de comportamiento de compra de servicios de automatización en el hogar en el cantón de Samborondón.

Abstract

Currently the world is constantly growing and this entails technological advances, one of them is home automation, which is linked to the interconnection of home devices through an Internet network. In Ecuador there are companies dedicated to activities related to the installation and maintenance of equipment that facilitate automation in homes; However, Internet providers do not have this service within their commercial offer, that is why this study, through a rigorous review of literature and application of statistical models, seeks to determine the incidence of brand perception on the intention to use services automation at home, and in this way collaborate with the creation of academic and practical inputs for the generation of information that allows the future reproduction of marketing plans related to the object of study. The methodology is quantitative of a non-experimental correlational type and with a cross-sectional section, it is executed in the urban geographic sector of the Samborondón ridge with a sample of 270 inhabitants, thus managing to estimate through an analysis of structural equations that the variables of the proposed model which correspond to : Perceived quality, perception of ease of use and perception of utility have a significant impact on the intention to use automation services as opposed to brand loyalty, which was not significant. Of all the proposed variables, the one with the greatest weight was perception of utility.