Browsing by Author "Inga Delgado, Daniela Paulina"

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    Efecto de los influencers sobre la intención de compra en la red social Instagram para el segmento mujeres millennials en la industria de la moda dentro de la categoría ropa informal en la ciudad de Cuenca, período 2022
    (Universidad de Cuenca, 2023-03-14) Inga Delgado, Daniela Paulina; Jiménez Pesantez, Jessenia del Rocío; González Loyola, Pablo Arturo
    In the following research, the source credibility theory will be applied to determine the effect of Instagram influencer characteristics on the purchase intention for the millennial generation in the fashion industry within the casual clothing category. The development of the research was obtained through a structured survey to 346 female millennials in Cuenca (2539 years old) applying the stratified random sampling technique with proportional allocation. A confirmatory factor analysis (CFA) was performed on the data collected to select and order the significant variables, using the maximum likelihood estimator. Finally, structural equation modeling (SEM) is applied to test the proposed hypotheses. The results indicate that only three characteristics of influencers have a significant relationship with purchase intention, these are: similarity, experience and familiarity, the latter being directly related to purchase intention and its origin is through the two variables mentioned above.
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    Influencers y moda: efecto en la intención de compra en mujeres millennials en la ciudad de Cuenca (Ecuador)
    (2023) González Loyola, Pablo Arturo; Inga Delgado, Daniela Paulina; Jiménez Pesántez, Jessenia del Rocío
    The following research applies the source credibility theory to determine the effect of Instagram influencers’ characteristics on the purchase intention of millennials in the fashion industry, spe-cifically within the casual clothing category. The study involved a structured survey conducted on 346 millennial women in Cuenca, aged between 25 and 39 years, residing in urban areas. The sampling technique used was stratified random sampling with proportional allocation.The collected data was subjected to confirmatory factor analysis (CFA) to select and prioritize significant variables, using maximum likelihood estimation as the estimator. Finally, structural equation modeling (SEM) was applied to test the proposed hypotheses and achieve the research objectives.The results indicate that only three influencer characteristics have a significant relationship with purchase intention: similarity, experience, and familiarity. Among these, familiarity has a direct relationship with the dependent variable, and its origin is mediated through the two previously mentioned constructs. On the other hand, reliability was found to be insignificant and was therefore excluded from the model.