期刊名称：Multidisciplinary Journal for Education, Social and Technological Sciences
印刷版ISSN：2341-2593
出版年度：2019
卷号：6
期号：2
页码：92-133
DOI：10.4995/muse.2019.11048
出版社：Editorial UPV
摘要：The reasons for buying online have occupied the literature of consumer behavior on the Internet for quite some time. Different theories seek to understand the relationships between different variables of purchasing behavior using this channel. However, the literature has not been sufficiently focused on making comparative analyses between countries, especially between emerging and Latin American countries. For this reason, it is relevant to carry out a comparative study that seeks to understand the differences among the reasons to purchase online. In 2017, a survey with 552 students, professors, and administrative staff in two universities was conducted: one in Bogotá, Colombia, and the other one in Puebla, México, using a convenience sampling. We designed a semi-structured questionnaire with seven items, mostly categorical. Using nonparametric association tests, the results indicate that in five of the six questions that are asked, there are significant statistical differences in the two countries such as why customers buy on Internet, the payment methods, shipment preferences, and the reasons why they would not buy on the Internet. The implications for marketing for those companies that are interested in penetrating or improving their participation in these markets, is that they should be aware of their differences and use, depending on the country, adapted strategies..
其他摘要：The reasons for buying online have occupied the literature of consumer behavior on the Internet for quite some time. Different theories seek to understand the relationships between different variables of purchasing behavior using this channel. However, the literature has not been sufficiently focused on making comparative analysis between countries, especially between emerging and Latin American countries. For this reason, a comparative study that seeks to understand differences between the reasons to purchase online by country. In 2017, we did survey 552 students, professors and administrative staff in two universities: one in Bogotá, Colombia, and one in Puebla, México using a convenience sampling. We designed a semi-structured questionnaire of 7 items, mostly categorical. Using nonparametric association tests, we discovered that in five of the six questions that are carried out there are significant statistical differences for the two countries such as why they buy in internet, payment methods, shipment, and why they would not buy in the internet . The implications for marketing for those companies interested in penetrating or improving their participation in these markets, is that they should be aware of their differences and use, depending on the country, adapted strategies.
关键词：Online Shopping Behavior; E-Commerce; comparative study; digital marketing; nonparametric tests
