Factores que inciden en la intención de compra online para consumidores de productos Avon Ecuador Zona 411 equipo #2 de la ciudad de Riobamba, año 2016.

Abstract

The aim of this study was to establish the factors affecting customers’ on line shopping intention of Avon Ecuador products in Zone 411 Sector#2 in the city of Riobamba in 2016. A diagnosis was performed to gather information from literature review and surveys showing the lack of digital and communication strategies. With the Statistical Package for the Social Sciences (SPSS), the Cronbach’s alpha and the Pearson correlation coefficient, it was determined that of the customer, 3,81% consider shopping on line, 3,70% shop on line easily, 3,61% shop easily by following on line store instructions. These results showed the incidence when applying the strategies to position this enterprise website, since it promotes a better relationship between customers and the on line shopping intention. In conclusion, actions and a digital marketing plan were posed to diminish negative customer reviews about shopping on line. It is recommend to carry out systematic evaluation and action plans to determine failure. Thus, the perceived usefulness and the perceived ease of use of the website will be improved.