Análisis multivariado de los factores que influyen en la decisión de compra digital en plataformas de negocios en Ecuador
DOI :
https://doi.org/10.31637/epsir-2027-2184Mots-clés :
comercio electrónico, comportamiento del consumidor, confianza digital., marketing digital, emociones, actitud hacia la tecnología, redes sociales, EcuadorRésumé
Introducción: El presente estudio analiza los factores que influyen en la decisión de compra digital en plataformas de negocios en Ecuador. Se plantea un modelo teórico basado en la integración del Modelo de Aceptación Tecnológica (TAM), teorías de confianza, emociones y comportamiento gregario. Metodología: Se aplicó un diseño cuantitativo transversal, con una encuesta a 666 consumidores ecuatorianos con experiencia en compras online. Se realizó un análisis factorial exploratorio (AFE) y regresión lineal. Resultados: Los resultados identificaron tres factores latentes: confianza e influencia social, actitud hacia la plataforma, y emociones/comportamiento gregario, que explican el 76.8 % de la varianza en la intención de compra digital. Discusión: El análisis destaca la importancia de la confianza en la plataforma, la facilidad de uso y las emociones asociadas, evidenciando la relevancia de estos factores en mercados emergentes. Conclusiones: Los hallazgos aportan evidencia empírica para el diseño de estrategias efectivas de e-commerce en Ecuador y sugieren nuevas líneas de investigación sobre comportamiento digital.
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© Fabrizzio Andrade Zamora, Mónica Fuentes Manzaba, Oscar José Alejo Machado, Remigio Celis Torres 2026
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