Factores de decisión de compra de los consumidores de negocios en plataformas en línea en el cantón La Libertad, provincia de Santa Elena.

Abstract

The objective of this research work is to determine the factors that influence the purchasing decision of business consumers on online platforms in the canton of La Libertad, province of Santa Elena. Within the theoretical framework, the different theories, concepts and reference studies to be used as a starting point and to substantiate the relevance of the research and the methods to be used are addressed, obtaining bases for a discussion of the results. The methodology used corresponds to a non-experimental, correlational study with a quantitative approach that will be carried out by obtaining information from primary sources through surveys of the residents of the La Libertad canton. Among the results found, the non-parametric correlation Kendall's Tau b was evident, generated through the SPSS software version 27, in which it can be seen that there is a strong and significant relationship (p<0.05) between each of the decision factors of purchase, which means that each of the factors, along with their dimensions, are considered by customers when planning an online purchase. The purchasing decision factors of business consumers on online platforms in the canton of La Libertad, province of Santa Elena were evident, such as personal perceptions, the differentiating factor, the type of product in terms of quality, design and durability. ; the relationship with the client due to experience, service and loyalty and finally the economic factor concerning price, offer and payment conditions. Finally, conclusions and recommendations pertinent to the solution of the problem under study are made.