Promoción de Compras en Línea y su Percepción entre Estudiantes de Pregrado en Osogbo, Sudoeste de Nigeria
DOI:
https://doi.org/10.31211/interacoes.n39.2020.a5Palabras clave:
tiendas em línea, promoción de ventas en línea, mediatización, preferencia, estudiantesResumen
Este artículo explora la percepción de los estudiantes universitarios sobre la promoción de compras en línea. Los investigadores adoptaron un enfoque cualitativo, realizando cuatro sesiones de discusión a través de grupos focales (FGD) intercalando cuarenta estudiantes, seleccionados a través de técnicas de muestreo intencional y bola de nieve en dos facultades de la universidad que sirvió como escenario de estudio: Facultad de Administración y Ciencias Sociales y Facultad de Ciencias Naturales y Aplicadas. El estudio se basa en la teoría de la percepción del consumidor, que explica el comportamiento del consumidor, analizando las motivaciones de sus decisiones y preferencias de compra. Los principales hallazgos revelaron que los estudiantes universitarios en este estudio confían en la promoción de ventas en línea y se beneficiaron activamente de ésta, mientras se veían influenciados por ciertos factores que determinaron su percepción de las plataformas y promociones de ventas en línea. Por lo tanto, se recomienda que las tiendas en línea y centros comerciales proporcionen más comodidad, precios competitivos, variedad de productos y servicios posventa para atraer más clientela para sus productos.
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Derechos de autor 2020 Kamoru Aremu Salaudeen, Mariam Ayankemi Omotosho
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