Omnicanalidad, confianza e intención de compra en el retail: evidencia de Ecuador, Perú y Colombia
DOI:
https://doi.org/10.65598/rps.6259Palabras clave:
estrategias comerciales, confianza del cliente, integración de canales, comercio digital, comportamiento del consumidorResumen
La investigación examina las relaciones entre la omnicanalidad, la confianza del cliente y la intención de compra en el sector retail, a partir de evidencia procedente de consumidores de Ecuador, Perú y Colombia. Se empleó un enfoque cuantitativo y de corte transversal, utilizando el modelado de ecuaciones estructurales mediante mínimos cuadrados parciales (PLS-SEM). Los datos se recolectaron mediante un cuestionario digital autoadministrado aplicado a 292 consumidores. Los resultados mostraron relaciones positivas y estadísticamente significativas entre la omnicanalidad y la confianza, entre la confianza y la intención de compra, y entre la omnicanalidad y la intención de compra. Asimismo, el análisis del efecto indirecto evidenció una mediación parcial complementaria de la confianza en la relación entre omnicanalidad e intención de compra. El modelo presentó niveles adecuados de fiabilidad y validez, así como relevancia predictiva fuera de muestra, con un desempeño frente al modelo lineal de referencia más favorable para la intención de compra que para la confianza. Los hallazgos sugieren que la integración y consistencia entre canales físicos y digitales se relacionan con la confianza y la intención de compra en la muestra analizada. El estudio contribuye a la literatura mediante el análisis integrado de estos constructos y aporta implicaciones para la gestión omnicanal del retail en los contextos estudiados.
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