Variables incidentales en la motivación de compra por hedonismo y la compra compulsiva por internet
DOI:
https://doi.org/10.18041/1657-2815/libreempresa.2020v17n2.8003Palabras clave:
Compra compulsiva, Motivaciones de compra, Novedad de la oferta.Resumen
El propósito de esta investigación es examinar la relación entre variables incidentales en la motivación de compra por hedonismo y la compra compulsiva mediante el uso de internet en jóvenes. Para ello se integró una muestra de 150 estudiantes de nivel superior de distintas instituciones educativas del sureste de México. Se utilizó el modelado de ecuaciones estructurales para probar las relaciones entre los constructos. Los resultados muestran que existen relaciones casuales significativas entre la motivación hedónica y la compra compulsiva mediante el uso de internet. Los cuales tienen implicaciones valiosas para la toma de decisiones de los comerciantes minoristas por la necesidad constante de enfatizar el uso de promociones y novedades de ofertas de productos mediante aplicaciones de internet.
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