Revelando las compras impulsivas en línea en plataformas de comercio electrónico durante el Ramadán: el rol de la informatividad, la confianza, la lealtad actitudinal y el autocontrol
DOI:
https://doi.org/10.18800/360gestion.202510.005Palabras clave:
Experiencia de compra en línea, Lealtad actitudinal, Compra impulsiva, Informatividad, ConfianzaResumen
La acelerada expansión del comercio electrónico en Indonesia ha modificado los patrones de consumo, particularmente gracias a la popularidad de plataformas como Shopee y Tokopedia. El propósito de este estudio es examinar la correlación entre la experiencia de adquisición en línea, la fidelidad actitudinal y el comportamiento de compra impulsiva durante el Ramadán. Se empleó una metodología cuantitativa para analizar el impacto de la informatividad y la confianza en la experiencia de compra en línea. La información fue recolectada de usuarios de Shopee y Tokopedia en Yakarta durante el periodo de Ramadán 2025. El estudio revela que factores como la informatividad y la confianza ejercen un impacto positivo en la compra impulsiva en línea, donde la lealtad actitudinal actúa como variable mediadora y el autocontrol cumple un rol moderador adverso. Se deduce que la optimización de la información y la confianza puede potenciar tanto la lealtad como las compras impulsivas, mientras que el autocontrol disminuye la propensión a realizar este tipo de compras.
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