The main purpose of this study is to typify the consumers of e-commerce products in Cartagena de Indias. The phenomenon to be investigated is based on the fact that the disruptions generated by the Covid-19 pandemic, specifically, the confinement and social distancing led to electronic commerce or e...
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| Format: | Article |
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https://revistas.sena.edu.co/index.php/RVI/article/view/6829 |
| Summary: | The main purpose of this study is to typify the consumers of e-commerce products in Cartagena de Indias. The phenomenon to be investigated is based on the fact that the disruptions generated by the Covid-19 pandemic, specifically, the confinement and social distancing led to electronic commerce or e-commerce becoming the main means to carry out commercial transactions, especially in retail trade, between companies and consumers, also known as B2C e-commerce. Univariate and bivariate analyses were carried out with the application of Chi-square and Snedecor’s F tests. For buyer typification, cluster analysis was chosen as multivariate. |
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