De la interacción a la intención: modelización del impacto de la participación en las redes sociales en la decisión de compra de servicios personalizados
DOI:
https://doi.org/10.5281/zenodo.16916476Palabras clave:
medios sociales, comportamiento de compra, servicios personalizadosResumen
El objetivo de esta investigación fue analizar el impacto de los medios sociales en el comportamiento de compra del consumidor en servicios personalizados, considerando la moderación de factores sociodemográficos. La metodología adoptó un enfoque cuantitativo con modelización causal predictiva, basada en una muestra de 520 usuarios, de los cuales se obtuvieron 482 respuestas válidas. Para la recolección de datos se aplicó una encuesta con un cuestionario de 22 preguntas, analizado mediante modelización de ecuaciones estructurales (PLS-SEM). Los resultados evidencian que las estrategias centradas en la interacción personalizada y en el boca a boca digital influyen de manera significativa en el comportamiento de compra. Asimismo, se identificó que la interacción en plataformas digitales favorece la tendencia de consumo, moderada por los factores sociodemográficos. En conclusión, las redes sociales, cuando se diseñan bajo un enfoque estratégico de marketing y centrado en el usuario, se consolidan como un pilar esencial para el crecimiento sostenible de los servicios personalizados.
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