Inbound marketing e intención de compra online: un enfoque PLS-SEM en la industria de productos de limpieza
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https://doi.org/10.5281/zenodo.15307475Palabras clave:
comercio electrónico, comportamiento del consumidor, marketing digitalResumen
El presente estudio analiza el impacto de las estrategias de inbound marketing (IM) en la intención de compra online (PI) de consumidores de productos de limpieza. Para ello, se adoptó un enfoque no experimental y transversal, aplicando el modelo de ecuaciones estructurales por mínimos cuadrados parciales (PLS-SEM). Los datos se recopilaron mediante encuestas en línea a 675 clientes de cinco empresas del sector. Los resultados demuestran que el inbound marketing ejerce una influencia significativa en la actitud hacia el comportamiento (ATB) y, en menor grado, en las normas subjetivas (SN), ambos factores determinantes de la intención de compra en línea. Además, el estudio concluye que el inbound marketing mejora el valor percibido del producto y fortalece la confianza del consumidor a través de estrategias de contenidos personalizados.
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