Factors influencing social commerce adoption in Mexico: An empirical research

Celestino Robles Estrada, Diana I. De la Torre Enriquez, Alberto A. Suastegui Ochoa

Resumen


Resumen


Las redes sociales han cambiado las estructuras de poder en el mercado y han abierto oportunidades para nuevos modelos de negocios de comercio electrónico, tales como comercio social. Esta investigación tiene como objetivo identificar factores relacionados con el comportamiento de los consumidores mexicanos en los sitios de redes sociales. Específicamente, prueba la influencia del apoyo emocional e informativo; la confianza hacia la red social y contactos en la red social; la influencia de la familia y los amigos; y vender la reputación de la empresa en la intención de compra. El modelo se probó mediante análisis factorial confirmatorio y se verificó mediante ecuaciones estructurales. El modelo predice que el comportamiento de compra de los consumidores mexicanos en los sitios de la red está influenciado por la confianza hacia los amigos de SNS, eWOM de los amigos de SNS y la reputación del sitio de s-commerce


Palabras clave


Comercio social; Adopción; SEM; Estudio empírico

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