Factores determinantes en la decisión de compra a través de medios virtuales en millennials

Abstract

This study aims to determine the factors that influence purchase decision by millennials from the city of Medellin (Colombia) through virtual media, based on the theory of planned behavior. The methodology is exploratory-descriptive with a quantitative focus of correlational scope. Three-hundred-and-fifty self-administered surveys are gathered. The levels of association between the dimensions of the proposed model were quantified using Somers' D statistic. The results reveal the explanatory capacity of the model and show the factors (attitude and perceived control) that best explain millenials’ willingness to use e-commerce. It is concluded that purchase decision and conduct occurs when the user experience is satisfactory and when the service received and experienced corresponds to the expectations generated around the service.