TY - GEN
T1 - El valor percibido y la intención de compra online
T2 - 22nd LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2024
AU - Alberto Reaño Gonzáles, Enrique
AU - Julissa Suysuy Chamberg, Ericka
AU - Ganoza-Ubillús, Lucila María
AU - Mariana Vargas Pérez, Adela
AU - Katherine Chuquitucto Cotrina, Lisseth
AU - Saavedra Torres, Isaac
AU - Jesús Garcés Rosendo, Eduardo
N1 - Publisher Copyright:
© 2024 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.
PY - 2024/1/1
Y1 - 2024/1/1
N2 - This study examines the influence of perceived value and electronic trust on the purchase intentions of Lambayecano consumers in the online environment, highlighting the crucial mediation role of electronic trust in this relationship. Employing a non-experimental cross-sectional design and utilizing confirmatory factor analysis and structural equation modeling on a sample of 150 participants, this research reveals that although perceived value positively impacts trust, only the latter has a moderate direct effect on purchase intention. The findings suggest that perceived value alone is not sufficient to motivate purchase intentions without the mediating role of trust. This discovery underscores the importance of generating trust in the e-commerce realm to transform positive perceptions into effective purchasing decisions. The conclusions emphasize the need for e-commerce platforms not only to enhance the value proposition of their offerings but also to implement effective strategies to build and maintain trust with their consumers, which is essential to facilitate the transition from intention to purchase action.
AB - This study examines the influence of perceived value and electronic trust on the purchase intentions of Lambayecano consumers in the online environment, highlighting the crucial mediation role of electronic trust in this relationship. Employing a non-experimental cross-sectional design and utilizing confirmatory factor analysis and structural equation modeling on a sample of 150 participants, this research reveals that although perceived value positively impacts trust, only the latter has a moderate direct effect on purchase intention. The findings suggest that perceived value alone is not sufficient to motivate purchase intentions without the mediating role of trust. This discovery underscores the importance of generating trust in the e-commerce realm to transform positive perceptions into effective purchasing decisions. The conclusions emphasize the need for e-commerce platforms not only to enhance the value proposition of their offerings but also to implement effective strategies to build and maintain trust with their consumers, which is essential to facilitate the transition from intention to purchase action.
KW - E-commerce
KW - Electronic Trust
KW - Lambayeque
KW - Perceived Value
KW - Purchase Intention
UR - https://www.scopus.com/pages/publications/85203810155
U2 - 10.18687/LACCEI2024.1.1.806
DO - 10.18687/LACCEI2024.1.1.806
M3 - Contribución a la conferencia
AN - SCOPUS:85203810155
T3 - Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
BT - Proceedings of the 22nd LACCEI International Multi-Conference for Engineering, Education and Technology
PB - Latin American and Caribbean Consortium of Engineering Institutions
Y2 - 17 July 2024 through 19 July 2024
ER -