Segmentación del comprador online en México: un estudio con base en la frecuencia de compra electrónica

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José Ignacio Azuela Flores Magda Lizet Ochoa Hernández Jannett Ayup González

Resumen

Se examinan los patrones de consumo en internet. Con una muestra de 1 495 consumidores online, se exploran las distintas agrupaciones (tipologías) con base en su frecuencia de compra. Se empleó el análisis clúster para clasificar a los compradores mexicanos en los distintos segmentos de mercado. Los resultados muestran tres diferentes segmentos: a) frecuentes, b) ocasionales y c) esporádicos. Por medio de las tablas de contingencia y de correspondencias se analizó si las diferencias se pueden atribuir a las experiencias negativas relacionadas con la entrega del bien adquirido que experimentan los consumidores.

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Como citar
AZUELA FLORES, José Ignacio; OCHOA HERNÁNDEZ, Magda Lizet; AYUP GONZÁLEZ, Jannett. Segmentación del comprador online en México: un estudio con base en la frecuencia de compra electrónica. CIENCIA ergo-sum, [S.l.], v. 26, n. 2, mar. 2019. ISSN 2395-8782. Disponible en: <https://cienciaergosum.uaemex.mx/article/view/9486>. Fecha de acceso: 22 ago. 2019 doi: https://doi.org/10.30878/ces.v26n2a1.
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Ciencias sociales

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