Belleza en Línea: Variables que influyen en la lealtad y compra electrónica del consumidor en el sector cosmético en Lima
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https://doi.org/10.69639/arandu.v12i3.1531Palabras clave:
cosméticos, compra electrónica, lealtadResumen
La compra electrónica de cosméticos es un fenómeno creciente en Lima y evoluciona bajo la influencia de ciertas variables. El objetivo principal es revisar y analizar el nivel de consistencia de las variables que generan lealtad del consumidor y compra digital. La investigación busca comprender en qué medida la satisfacción, el eWOM (boca a boca electrónico), la seguridad y la confianza influyen en las variables dependientes del modelo. La metodología utilizada en este artículo se basa en las directrices del modelo IMRD (Introducción, Métodos, Resultados y Discusión) y un cuestionario para recolectar datos de 153 compradores en línea. Los resultados mostraron una relación positiva entre la confianza y la lealtad en la generación de una compra en línea; además, evidencian cómo la seguridad y el eWOM generan confianza, y la satisfacción actúa como motor de la lealtad. El modelo demuestra ser fiable y presenta una sólida capacidad predictiva, lo que sugiere un aporte valioso a la literatura. Por lo tanto, el estudio concluye que los consumidores realizan una compra en línea cuando tienen confianza y son leales a una marca o canal virtual.
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