Purchase Intention and Satisfaction of Online Shop Users in Developing Countries during the COVID-19 Pandemic

Elizabeth Emperatriz García-Salirrosas, Ángel Acevedo-Duque, Viviana Marin Chaves, Paula Andrea Mejía Henao and Juan Carlos Olaya Molano
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Elizabeth Emperatriz García-Salirrosas: Faculty of Management Science, Universidad Autónoma del Perú, Lima 15842, Peru
Ángel Acevedo-Duque: Public Policy Observatory, Universidad Autónoma de Chile, Santiago 7500912, Chile
Viviana Marin Chaves: Programa de Administración de Empresas, Universidad de San Buenaventura, Bogotá 110141, Colombia
Paula Andrea Mejía Henao: Programa de Administración de Empresas, Universidad de San Buenaventura, Bogotá 110141, Colombia
Juan Carlos Olaya Molano: Programa de Administración de Empresas, Universidad de San Buenaventura, Bogotá 110141, Colombia

Sustainability, 2022, vol. 14, issue 10, 1-14

Abstract: The aim of the research is to gain an understanding of consumer behavior in developing countries in the electronic environment. For this purpose, the four constructs of the PREVEINCOSA scale were analyzed: purchase intention as the dependent variable and trust, perceived value, and satisfaction as the determining variables of the former. For this purpose, by means of convenience sampling, an online questionnaire was shared with citizens in Mexico, Peru, and Colombia. A total of 330 questionnaires were collected from people who knew or had bought clothes in an online shop of the small company. Structural equation modeling (SEM) was used to validate the model and test the hypotheses. The results indicate that trust and satisfaction directly and positively influence value perception and online purchase intention and that value perception directly and positively influences online purchase intention of the small business consumer in Mexico, Peru, and Colombia. These results may be useful for the small fashion business sector in developing countries since it is observed that the online sales channel is not yet developed, which makes it necessary to develop strategies to reach customers in a more effective way. On the other hand, given the importance of this sector for the economy of developing countries, this study can be useful to governments who can establish public policies to provide training and technical assistance to benefit the development and competitiveness of this sector.

Keywords: perceived value; satisfaction; trust; purchase intention; clothing MSM (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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