Influencia que ejercen las redes sociales sobre la confianza de los consumidores cuencanos hacia las tiendas online de supermercados en la categoría de alimentos, periodo 2020 – 2021

Abstract

E-commerce or electronic commerce consists of the exchange of goods and services through the Internet, using some means of electronic payment. E-commerce has been transformed due to the existence of increasingly demanding and trained applicants in the use of the internet. Likewise, to establish adequate marketing strategies, it is necessary to know the consumer's behavior regarding the information received on social networks and determine its influence on trust in online stores. Therefore, the objective of the study was to explain the influence of social networks on the trust of Cuenca consumers towards online supermarket stores, in the food category, during the period 2020-2021. The research was explanatory; A stratified random sample of 384 consumers from the city of Cuenca was taken and the data were analyzed through a structural model. As main results it was obtained that users of online food stores are predominantly women; Most of the users are employees, with a complete university education, with monthly income above USD 1,000. 60% use social networks frequently, the majority use Facebook and Instagram. Perceived image was found to be the most important factor in determining consumer confidence. The study allows us to conclude that the content created by the company, the notoriety and the quality of the service directly influence the perceived image, which in turn determines the trust for online shopping