La actitud de compra online en consumidores de ropa de la ciudad de Quito: un enfoque a los riesgos y ventajas percibidas

Abstract

The consumer's purchase attitude has been an issue of great importance for organizations, since those that manage to capture the needs and desires of the consumer are the ones that manage to position themselves in the market. The objective of this study was to determine the online purchasing attitude of the clothing consumer in the city of Quito, focusing on the perceived risks and advantages. This research was based on three constructs, risk, advantages, and attitude, which were formed from factors with their corresponding items to determine the consumer's purchase attitude. The study was a quantitative, correlational-descriptive study. The information was collected through an online questionnaire to 267 people in the city of Quito. Also, the study was a non-experimental crosssectional study, and the findings were presented by means of descriptive statistics using graphs and tables. The most representative data were from people between 21 and 44 years of age belonging to generation Y, mostly with third level studies with incomes of less than $400 to $800 per month, being single and residing in the northern sector of the city of Quito. Thus, in terms of their purchase attitude, they have a higher online purchase attitude due to the perceived advantages and on the other hand, despite the perceived risks, their attitude is positive towards online shopping. Strategies for the design of platforms for online apparel shopping were also proposed