PAAKAT: Revista de Tecnología y Sociedad

La información y facilidad de uso del comercio social: antecedente de la confianza para la intención de compra

Jose-Melchor Medina-Quintero


El comercio social es la evolución natural del comercio electrónico y algunos estudios se han enfocado en investigar los factores involucrados con esta herramienta del consumidor para decidir sus compras en Internet, para ello, el objetivo de esta investigación es determinar la influencia de la información y la facilidad de uso del comercio social en la confianza de los consumidores como un antecedente en su intención de compra por Internet. Para alcanzar la meta, el método propuesto consiste en la aplicación de un cuestionario a 182 consumidores del comercio social en el noreste de México y para el análisis inferencial se cuenta con la herramienta estadística de segunda generación SmartPLS v4. Los resultados principales muestran que la confianza es determinante para la intención de compra, y a su vez, la calidad de la información es el principal antecesor para que los consumidores cuenten con la confianza para realizar sus compras en el comercio social.

Palabras clave

Redes sociales; comercio electrónico; compras en línea; uso de la tecnología

Texto completo:



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PAAKAT: Revista de Tecnología y Sociedad, año 14, número 26, marzo - agosto de 2024, es una publicación electrónica semestral editada por la Universidad de Guadalajara, a través de la Coordinación de Recursos Informativos del Sistema de Universidad Virtual. Av. La Paz 2453, Col. Arcos Sur, CP 44140, Guadalajara, Jalisco, México. Tels. 33 32 68 88 88 y 33 31 34 22 22, ext. 18775. Dirección electrónica: Correo electrónico: Editor responsable: Dr. Lázaro Marcos Chávez Aceves. Número de Reserva de Derechos al Uso Exclusivo del Título de la versión electrónica: 04-2011-111117155600-203, e-ISSN: 2007-3607, otorgados por el Instituto Nacional del Derecho de Autor. Responsable de la última actualización de este número: Sistema de Universidad Virtual, José Antonio Amaro López. Fecha de la última modificación: 29 de febrero de 2024.

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Esta obra está bajo Licencia Creative Commons Atribución-NoComercial 4.0 Internacional.