INCIDENCIA DEL CONTENIDO DE UN PRODUCTO E-COMMERCE EN LA DECISIÓN DE COMPRA DEL CONSUMIDOR

Abstract

With the pass of years, E-commerce has been causing a transformation in all aspects nowadays, creating several easy ways of making a purchase and increased sales in businesses that apply it. Consumers have struggled to adapt to this method of buying online, but thanks to the e-commerce factors, their navigation is simple. For this reason, the objective of this paper is to determine the impact of the content of the products of an e-commerce business on the consumer's purchase decision. The research results are, that the content factor is very important in the consumer´s decision purchase, which leads to the conclusion that for an e-commerce business to succeed, it must focus on creating quality content for the customer to complete their purchase.