Impact of social networks on online purchasing behavior in Ecuador

Abstract

Social networks are platforms that allow instant communication and direct connection with society. These platforms promote social interaction and have also been fundamental in developing digital commerce, facilitating the efficient purchase and sale of goods and services. Despite the availability of these tools, consumers still distrust these channels when entering payment information. Therefore, it has been necessary to analyze the impact of social networks on the online purchasing process in Ecuador, focusing on whether the presence of digital platforms directly influences users to purchase a product through electronic means. The methodology used a mixed approach with qualitative and quantitative tools; it was based on a cross-sectional and non-experimental design. On the other hand, data was collected through online surveys conducted at a specific time among buyers who purchased products electronically in Ecuador. The results showed that the posts viewed by the customer influence their purchase decision. In conclusion, it was found that social networks influence online shopping habits in Ecuador.