Influencia del eWOM, influencers y estética visual en la intención de compra de moda de la generación Z en Machala Article Swipe
Keribel Quijije-Alvarez
,
William Aguilar-Gálvez
·
YOU?
·
· 2025
· Open Access
·
· DOI: https://doi.org/10.33386/593dp.2025.6.3609
YOU?
·
· 2025
· Open Access
·
· DOI: https://doi.org/10.33386/593dp.2025.6.3609
En el entorno digital moderno, es primordial estudiar cómo interactúa la Generación Z con las marcas de moda en redes sociales. Por lo cual, este estudio explora los factores que moldean la intención de compra de moda que tienen los jóvenes en un mercado local. Para lograrlo, se realizó una metodología cuantitativa con un diseño correlacional. Para ello, se aplicó un cuestionario en línea a una muestra de 315 jóvenes en la ciudad de Machala, mediante un muestreo por conveniencia, y posteriormente fue analizado a través del modelo PLS-SEM. Los hallazgos permiten identificar que la estética visual de las publicaciones dentro de Instagram es el principal componente con mayor influencia sobre el comportamiento del consumidor (β =0,334), seguido por el boca a boca electrónico (eWOM) (β =0,332) y la credibilidad de los influencers (β =0,206). Esto logra destacar, al comportamiento del consumidor como principal fuente de enganchar a los consumidores a comprar un producto de moda. Los resultados de esta investigación son de respectivo interés para comerciantes, estrategas de marketing digital y académicos que busquen examinar y evaluar las estrategias en campañas efectivas, comprendiendo el consumo de la Generación Z en mercados locales.
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Influencia del eWOM, influencers y estética visual en la intención de compra de moda de la generación Z en MachalaWork title
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articleOpenAlex work type
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2025Year of publication
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2025-11-20Full publication date if available
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Keribel Quijije-Alvarez, William Aguilar-GálvezList of authors in order
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https://doi.org/10.33386/593dp.2025.6.3609Publisher landing page
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https://www.593dp.com/index.php/593_Digital_Publisher/article/download/3609/2949Direct link to full text PDF
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YesWhether a free full text is available
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