Marketing Digital y Comercio Electrónico

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Análisis de la influencia de la estructura de una tienda virtual en la decisión de compra del consumidor on-line.
(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Vargas Acosta, Tannia Patricia; Medina Chicaiza, Ricardo Patricio
This research project is aiming to help electronic suppliers to optimize the use of virtual stores to improve the value of their offer and create an ideal environment to achieve profitable exchanges. This research shows that the most important problem is the lack of analysis on virtual stores´ elements and their influence on the decision of purchase of the on-line consumer. The conceptual study analyzes the on-line marketing evolution, the elements that are part of online stores, the online consumer profile, and the most common e-commerce platforms, which information gave us the enough knowledge to use the expert judgment and also theoretic and empirics methods, which showed as results that the most influencer factors for the purchase decision are the security, usability and the business intelligence for customer’s satisfaction.