Modelo de intención de compra aplicado al sector de Vehículos de Transporte Liviano – Taxis (VTLT)

• Malo-Córdova, Martin ^[1] ; Ullauri-Ugalde, Mateo Francisco ^[1] ; Vera-Reino, José Leonardo ^[1]
  1. [1] Universidad del Azuay

     Universidad del Azuay

     Cuenca, Ecuador

     
• Localización: INNOVA Research Journal, ISSN-e 2477-9024, Vol. 6, Nº. 3, 1, 2021 (Ejemplar dedicado a: VI Conferencia Internacional de Investigación Multidisciplinaria)
• Idioma: español
• DOI: 10.33890/innova.v6.n3.1.2021.1856
• Títulos paralelos:
  • Purchase intention model applied to the Light Transport Vehicle - Taxis (VTLT) sector
• Enlaces
  • Texto completo (pdf)
• Resumen
  • español

    Entender cuáles son las variables que influyen en la intención de compra de un determinado producto es esencial para proponer estrategias que permitan llegar de mejor manera al cliente. Para esto, el objetivo del presente estudio es proponer un modelo causal que busque medir la intención de compra aplicado al sector de Vehículos de Transporte Liviano – Taxis, y así, determinar algunos de los factores que influyen a la hora de realizar la compra. Para el estudio se aplicaron encuestas a una muestra de 390 taxistas divididos equitativamente en las ciudades de Quito, Guayaquil y Cuenca, cuyo análisis se realizó a través de un análisis factorial confirmatorio y ecuaciones estructurales. Los resultados indicaron que la credibilidad de marca tiene una relación directa e indirecta con todos los factores del estudio, convirtiendo a este factor en uno de los más importantes a tomar en cuenta en el sector de Vehículos de Transporte Liviano – Taxis. Se concluye que el consumidor busca confianza y experiencia de la marca a través de la credibilidad en la misma; por lo que los actores de la industria automotriz en el sector deberían enfocar sus recursos para crear una imagen de marcas confiables, haciendo promesas que puedan cumplir.

  • English

    Understanding which are the variables that influence the purchase intention of a certain product is essential to propose strategies that allow to better reach the customer. For this, the objective of this study is to propose a causal model that seeks to measure the purchase intention applied to the sector of Light Transportation Vehicles - Taxis, and thus, determine some of the factors that influence when making the purchase. For the study, surveys were applied to a sample of 390 taxi drivers divided equally in the cities of Quito, Guayaquil and Cuenca, whose analysis was carried out through a confirmatory factor analysis and structural equations. The results indicated that brand credibility has a direct and indirect relationship with all the factors of the study, making this factor one of the most important to take into account in the Light Transportation Vehicle - Taxis sector. It is concluded that the consumer seeks trust and experience of the brand through its credibility; so the players in the automotive industry in the sector should focus their resources to create an image of trustworthy brands, making promises that they can fulfill.

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