Thesis INFLUENCIA DE FACTORES EN EL DESARROLLO DEL COMPORTAMIENTO OMNICANAL DE LOS CONSUMIDORES Y LAS CONSECUENCIAS DE ÉSTE EN LA INDUSTRIA DEL RETAIL.
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Date
2022-06-17
Authors
MIRANDA AVILÉS, FRANCISCA JAVIERA
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Abstract
El comportamiento omnicanal es aquel, en el que el consumidor interactúa con la tienda física y con la plataforma online durante sus procesos de compra, por ejemplo, consultar el producto online y comprarlo en la tienda física o se informa en la tienda física para luego comprarlo online, entre otros, este consumidor se puede definir como un consumidor hiper-digital o hiper-conectado, que se beneficia de las ventajas de las nuevas tecnologías. El objetivo de esta investigación se centra en determinar las relaciones existentes entre los factores influyentes (procesamiento de la información, uso de dispositivos móviles y uso de Tic’s) para desarrollar un comportamiento omnicanal, y algunas consecuencias, como la satisfacción y confianza que el consumidor desarrolla hacia la empresa. Además de determinar la frecuencia de uso del canal online y el canal mobile en las dos conductas omnicanal estudiadas, Webrooming y Showrooming.
Estos análisis se realizan a través de una muestra compuesta por 587 jóvenes adultos entre 18 a 35 años, esta base se reparte en tres bases más diferenciadas por la tienda en donde compran los encuestados Falabella 473 datos, Paris 460 datos y Ripley 428 datos, todo esto para un mejor análisis al utilizar las herramientas estadísticas como Amos y Spss.
En el estudio se observa que ninguno de los factores estudiados, influye o es determinante en el desarrollo del comportamiento omnicanal, mientras que el comportamiento omnicanal sólo en el caso de Falabella influye fuertemente en la Satisfacción y Confianza que el consumidor deposita en la empresa, no obstante, esta relación no se pudo corroborar, ya que no existe suficiente evidencia empírica, en el caso de las relaciones anteriores, eran no-significativas. Por otro lado, se observa que el canal online (desktop, notebook) presenta una mayor frecuencia de uso en la conducta Webrooming que el canal mobile.
En raras ocasiones este tipo de modelos no experimentan fallas lógicas, técnicas y teóricas, dada la complejidad y delicadeza de la tarea, este no fue la excepción, dentro de las limitantes del estudio se explican las posibles razones de las fallas y/o resultados inesperados del modelo.
Omnichannel behavior is that, in which the consumer interacts with the physical store and with the online platform during their purchase processes, for example, consult the product online and buy it in the physical store or is informed in the physical store to then buy it online, among others, this consumer can be defined as a hyper-digital or hyper-connected consumer, that benefits from the advantages of new technologies. The objective of this research is to determine the relationships between the influencing factors (information processing, use of mobile devices and use of ICTs) to develop an omnichannel behavior, and some consequences, such as the satisfaction and trust that the consumer develops towards the company. In addition to determining the frequency of use of the online channel and the mobile channel in the two omnichannel behaviors studied, Webrooming and Showrooming. These analyses are carried out through a sample composed of 587 young adults between 18 and 35 years old, this base is divided into three more differentiated bases by the store where the respondents buy Falabella 473 data, Paris 460 data and Ripley 428 data, all this for a better analysis when using statistical tools such as Amos and Spss. In the study it is observed that none of the factors studied, influences or is determinant in the development of omnichannel behavior, while omnichannel behavior only in the case of Falabella strongly influences the Satisfaction and Trust that the consumer deposits in the company, however, this relationship could not be corroborated, since there is not enough empirical evidence, in the case of previous relationships, they were non-significant. On the other hand, it is observed that the online channel (desktop, notebook) presents a higher frequency of use in Webrooming behavior than the mobile channel. On rare occasions this type of models do not experience logical, technical, and theoretical failures, given the complexity and delicacy of the task, this was no exception, within the limitations of the study the possible reasons for the failures and / or unexpected results of the model are explained.
Omnichannel behavior is that, in which the consumer interacts with the physical store and with the online platform during their purchase processes, for example, consult the product online and buy it in the physical store or is informed in the physical store to then buy it online, among others, this consumer can be defined as a hyper-digital or hyper-connected consumer, that benefits from the advantages of new technologies. The objective of this research is to determine the relationships between the influencing factors (information processing, use of mobile devices and use of ICTs) to develop an omnichannel behavior, and some consequences, such as the satisfaction and trust that the consumer develops towards the company. In addition to determining the frequency of use of the online channel and the mobile channel in the two omnichannel behaviors studied, Webrooming and Showrooming. These analyses are carried out through a sample composed of 587 young adults between 18 and 35 years old, this base is divided into three more differentiated bases by the store where the respondents buy Falabella 473 data, Paris 460 data and Ripley 428 data, all this for a better analysis when using statistical tools such as Amos and Spss. In the study it is observed that none of the factors studied, influences or is determinant in the development of omnichannel behavior, while omnichannel behavior only in the case of Falabella strongly influences the Satisfaction and Trust that the consumer deposits in the company, however, this relationship could not be corroborated, since there is not enough empirical evidence, in the case of previous relationships, they were non-significant. On the other hand, it is observed that the online channel (desktop, notebook) presents a higher frequency of use in Webrooming behavior than the mobile channel. On rare occasions this type of models do not experience logical, technical, and theoretical failures, given the complexity and delicacy of the task, this was no exception, within the limitations of the study the possible reasons for the failures and / or unexpected results of the model are explained.
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Keywords
WEBROOMER , SHOWROOMER , E-COMMERCE , INDUSTRIA DE RETAIL , ESTUDIO DE MERCADO