El impacto de las dimensiones de la omnicanalidad en la intención de compra a través de los beneficios del consumidor: Una aproximación desde Perú
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Samantha Yesquen-Mendoza
Martín Mauricio-Andía
Resumen
Las estrategias omnicanal continúan desempeñando un papel fundamental en la evolución del comportamiento del consumidor en Perú. En respuesta a esta tendencia, los minoristas han intensificado la integración de los entornos físicos y digitales a través de estrategias omnicanal. Sin embargo, persiste la incertidumbre sobre el impacto específico de la experiencia omnicanal en la conducta del consumidor, particularmente en relación con los beneficios percibidos y la intención de compra. Este estudio tiene como objetivo demostrar la relación entre la experiencia omnicanal y los beneficios percibidos por los consumidores, así como su influencia en la intención de compra. Las hipótesis se respondieron utilizando el modelamiento de ecuaciones estructurales usando la técnica de mínimos cuadrados parciales (PLS-SEM). Los datos fueron recopilados mediante una encuesta en línea a 420 consumidores peruanos con experiencia en compras omnicanal. Los resultados evidencian que la experiencia omnicanal influye en la conveniencia y variedad percibida y, en menor medida, en la intención de compra. Asimismo, se demostró que la variedad percibida influye en la intención de compra; sin embargo, la conveniencia percibida resultó no ser tan decisiva sobre esta. En cuanto al análisis mediador, se pudo confirmar que la variedad percibida tiene un efecto mediador positivo y significativo, lo que sugiere que una mejor experiencia omnicanal influye en la intención de compra a través de una mayor percepción de variedad. Esta investigación aporta una contribución teórica y práctica al estudio del comportamiento del consumidor omnicanal en mercados emergentes, proporcionando información estratégica para minoristas que buscan optimizar la experiencia del cliente y fomentar la conversión de compra a través de una oferta más atractiva y diversificada.
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Experiencia Omnicanal, Variedad Percibida, Conveniencia Percibida, Intención de Compra, PLS-SEM, Perú
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