Preprint Article Version 1 Preserved in Portico This version is not peer-reviewed

Determinants of the Intention to Buy Clothes in the Online Stores of the MiPyMe of Perú, Colombia and México

Version 1 : Received: 30 September 2021 / Approved: 5 October 2021 / Online: 5 October 2021 (11:16:25 CEST)

How to cite: García-Salirrosas, E.E.; Mejía Henao, P.A.; Zea Gordillo, R.E.; Olaya Molano, J.C.; Pajuelo Rodriguez, J.A. Determinants of the Intention to Buy Clothes in the Online Stores of the MiPyMe of Perú, Colombia and México. Preprints 2021, 2021100078 (doi: 10.20944/preprints202110.0078.v1). García-Salirrosas, E.E.; Mejía Henao, P.A.; Zea Gordillo, R.E.; Olaya Molano, J.C.; Pajuelo Rodriguez, J.A. Determinants of the Intention to Buy Clothes in the Online Stores of the MiPyMe of Perú, Colombia and México. Preprints 2021, 2021100078 (doi: 10.20944/preprints202110.0078.v1).

Abstract

With the recent coronavirus pandemic (Covid-19) online sales of clothing retail have become a necessity to survive in the market. It is for this reason that the objective of the research was to know the purchase intention of clothing by young consumers through the online channel of small and micro companies (MiPyMe) located in the countries of Mexico, Colombia and Peru. To do this, using a structural equations model, it was intended to analyze the relationships between the variables trust, satisfaction, perceived value, quality of interaction and image in the electronic context as antecedent variables of online purchase intention, in accordance with the theoretical framework. 638 surveys were applied to young consumers in Mexico, Colombia and Peru. Sociodemographic characteristics included gender, age, country, and knowledge of a MiPyMe online clothing store. The results reveal that, of the total of young people surveyed, 62.7% stated that they did not know of any online clothing store of a MiPyMe. The contrasting of the hypotheses indicates that the quality of interaction directly and positively influences perceived value, that the image directly and positively influences the satisfaction and purchase intention of the consumer of the MiPyMe of Colombia, Mexico and Peru. These results may be useful for entrepreneurs in this business sector to rethink their online business strategies, as well as for the governments of these nations to promote this sector with training and specialized technical assistance.

Keywords

perceived value; quality of interaction; image; trust and satisfaction

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