Estudio Cualitativo sobre el Comportamiento del Consumidor en las Compras en Línea

Abstract

The main characteristics of consumer behavior in online shopping platforms at Sonora, Mexico have been studied. A qualitative study based on the methodology of Fundamental Theory is used to identify and categorize variables about online purchases based on relevant factors such as purchase motivation, preferences, consumption habits and purchasing patterns. Semi-structured interviews to consumers with experience in online purchases were conducted. In this way, three main categories were obtained: purchase motivation, consumer experiences and behavior. Also, some variables with a greater influence on preferences, purchase decision and consumer purchase pattern were identified. The obtained results provide useful information for strategies planning that allow making effective decisions using them in the design of online platforms with a personalized service to consumers.