Descripción de los hábitos y las motivaciones de compra de los consumidores en el marco del m-commerce por redes sociales de la ciudad de Pasto, Nariño
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2025
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Universidad de Manizales
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Resumen
El comercio electrónico ha experimentado un crecimiento sostenido gracias al incremento de usuarios digitales y a los avances tecnológicos, lo que ha dado lugar al comercio móvil o "m-commerce", que se distingue por su flexibilidad y accesibilidad en movimiento. La Cámara Colombiana de Comercio Electrónico (CCCE) reportó en el segundo trimestre del 2023 que las ventas alcanzaron los COP 15,1 billones, lo que implica un aumento del 11,1 % frente al año anterior. Este aumento demuestra que el consumo digital se ha fortalecido y que las plataformas electrónicas generan confianza. Asimismo, hay más dispositivos móviles en uso que personas viviendo en la población total, con 65,7 millones de aparatos en comparación con 51,3 millones de habitantes; además, el porcentaje de personas conectadas a internet es del 69,1 % y el de quienes están presentes en redes sociales es del 81 %. En Nariño, las pequeñas y medianas empresas incorporan la digitalización como táctica esencial para su subsistencia. En este marco, la investigación tiene como objetivo detallar los hábitos y razones motivacionales para comprar a través del comercio móvil por redes sociales en Pasto, brindando recomendaciones estratégicas que hagan posible mejorar la administración de las empresas y robustecer el comercio móvil a nivel local.
Electronic commerce has experienced sustained growth due to the increase in digital users and technological advances, giving rise to mobile commerce or m-commerce, characterized by its flexibility and accessibility on the go. The Colombian Chamber of Electronic Commerce (CCCE) reported that in the second quarter of 2023, sales reached COP 15.1 trillion, representing an 11.1% increase compared to the previous year. This growth demonstrates the strengthening of digital consumption and the trust generated by electronic platforms. Likewise, there are more mobile devices in use than the total population, with 65.7 million devices compared to 51.3 million inhabitants; in addition, 69.1% of people have internet access and 81% are active on social networks. In Nariño, small and medium-sized enterprises have adopted digitalization as an essential strategy for their sustainability. Within this framework, this research aims to describe the purchasing habits and motivational reasons for buying through mobile commerce on social networks in Pasto, providing strategic recommendations to improve business management and strengthen local mobile commerce.
Electronic commerce has experienced sustained growth due to the increase in digital users and technological advances, giving rise to mobile commerce or m-commerce, characterized by its flexibility and accessibility on the go. The Colombian Chamber of Electronic Commerce (CCCE) reported that in the second quarter of 2023, sales reached COP 15.1 trillion, representing an 11.1% increase compared to the previous year. This growth demonstrates the strengthening of digital consumption and the trust generated by electronic platforms. Likewise, there are more mobile devices in use than the total population, with 65.7 million devices compared to 51.3 million inhabitants; in addition, 69.1% of people have internet access and 81% are active on social networks. In Nariño, small and medium-sized enterprises have adopted digitalization as an essential strategy for their sustainability. Within this framework, this research aims to describe the purchasing habits and motivational reasons for buying through mobile commerce on social networks in Pasto, providing strategic recommendations to improve business management and strengthen local mobile commerce.
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Mercadeo, Marketing digital, Buying habits, Purchase motivation
