Análisis multivariado de los factores que influyen en la decisión de compra digital en plataformas de negocios en Ecuador

Fabrizzio Andrade Zamora; Mónica Fuentes Manzaba; Oscar José Alejo Machado; Remigio Celis Torres

doi:10.31637/epsir-2027-2184

Authors

Fabrizzio Andrade Zamora Instituto Superior Tecnológico de Investigación Científica e Innovación (ISTICI) https://orcid.org/0000-0003-2081-4186
Mónica Fuentes Manzaba University of Guayaquil https://orcid.org/0000-0002-8803-4197
Oscar José Alejo Machado Instituto Superior Tecnológico de Investigación Científica e Innovación (ISTICI) https://orcid.org/0000-0002-0434-5183
Remigio Celis Torres Investigador social https://orcid.org/0009-0003-3769-4712

DOI:

https://doi.org/10.31637/epsir-2027-2184

Keywords:

e-commerce, consumer behavior, digital trust, digital marketing, emotions, attitude toward technology, social media, Ecuador

Abstract

Introduction: This study analyzes the factors that influence digital purchasing decisions on business platforms in Ecuador. A theoretical model is proposed based on the integration of the Technology Acceptance Model (TAM), theories of trust, emotions, and herding behavior. Methodology: A cross-sectional quantitative design was applied, with a survey of 666 Ecuadorian consumers with experience in online shopping. Exploratory factor analysis (EFA) and linear regression were performed. Results: The results identified three latent factors: trust and social influence, attitude toward the platform, and emotions/herding behavior, which explain 76.8% of the variance in digital purchase intention. Discussion: The analysis highlights the importance of trust in the platform, ease of use, and associated emotions, demonstrating the relevance of these factors in emerging markets. Conclusions: The findings provide empirical evidence for the design of effective e-commerce strategies in Ecuador and suggest new lines of research on digital behavior.

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Author Biographies

Fabrizzio Andrade Zamora, Instituto Superior Tecnológico de Investigación Científica e Innovación (ISTICI)

PhD candidate in Education and holder of a Master’s degree in Marketing with a specialisation in Digital Management from the Technological and Business University of Guayaquil. He also holds a Master’s degree in Teaching and Management in Higher Education, a Specialist qualification in Management in Higher Education, and a Diploma in Teaching and Assessment. His undergraduate degree is in Business Studies, specialising in Marketing. He has participated in research projects in education, digital marketing and e-commerce, with publications that are indexed and internationally ranked. He works as a university lecturer in the fields of marketing, educational technology and applied statistical analysis (SPSS). His current research focuses on the adoption of digital technologies in educational and commercial contexts in emerging markets.

Mónica Fuentes Manzaba, University of Guayaquil

She holds a Master’s degree in Curriculum Design and a Bachelor’s degree in Social Communication Sciences from the University of Guayaquil. She has extensive experience as a lecturer and researcher in higher education, with a focus on communication, education and learning processes. She currently works as a full-time visiting lecturer at the University of Guayaquil, where she has led initiatives in teaching, community engagement, curriculum management and internationalisation. She has participated in projects relating to educational innovation, curriculum development and communication strategies for virtual learning environments. Her experience also encompasses teacher training in active methodologies, technologies applied to education and the development of strategic communication skills. Her areas of research include instructional design, pedagogical innovation and communication in digital environments.

Oscar José Alejo Machado, Instituto Superior Tecnológico de Investigación Científica e Innovación (ISTICI)

He holds a PhD in Information and Communication Technology from the University of Granada (Spain) and a Master’s degree in Computer Science and Artificial Intelligence. He currently serves as Academic Director and Research Co-ordinator at COCECON (Quito, Ecuador), as well as being President of the Smart Research Foundation and Director of the International Centre for Scientific Research and Sustainable Development. He has held academic posts as Dean of Faculty and research lecturer at various higher education institutions in Ecuador and Cuba. His professional expertise centres on applied research in educational technology, artificial intelligence, e-commerce and digital transformation within organisations. He has a number of indexed publications and research projects in the field of technological innovation.

Remigio Celis Torres, Investigador social

He has worked as a researcher on projects using the Inter-American Development Bank’s VIP methodology, he also worked at the Ecuadorian Centre for Territorial Research, attached to the National Polytechnic School; he also carried out technology transfer work with the Faculty of Business Administration at the Chimborazo Higher Polytechnic School; he has also distinguished himself in the field of market research for social projects; after completing a Master’s degree in digital marketing at UTEG, he has worked in the private sector within the financial sector and in areas such as social research, the co-operative movement and banking. He is currently conducting research in the agricultural sector, specifically in the banana industry.

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