Analysis of E-Commerce Repurchase Intention by Consumers during the Covid-19 Pandemic Based on Social Network Behavior

Título traducido de la contribución: Análisis de intención de recompra en el e-commerce por consumidores durante el Covid-19 basada en el comportamiento de las redes sociales

Grecia Ximena Mendoza Fernandez, Fiorella Giuliana Riojas Rebata, Yvan Jesus Garcia Lopez

Resultado de la investigación: Capítulo del libro/informe/acta de congresoArticulo (Contribución a conferencia)revisión exhaustiva


The emergence of global social isolation in the context of the Covid-19 pandemic accelerated the growth of e-commerce to a high level, that allowed companies to become more technologically aware of customer management, moving from a traditional system to a modern one. However, this change has not been carried out in a drastic way, and even not completely, because the Peruvian commercial environment is difficult to penetrate, and it is complicated to displace the already established sales channels. Therefore, in this research, data was collected from the main e-commerce companies in the Peruvian market, at the national level (Falabella Peru and Ripley Peru), to demonstrate the importance of social media management as a factor promoting repurchase intention and that, consequently, it is an important aspect to consider during the elaboration of loyalty models in organizations. For this reason, a survey was used as a data collection tool and the information obtained was analyzed using Structural Equation Modeling with IBM SPSS AMOS software. Given this, the most relevant result obtained was that social media activities have a positive and significant effect on repurchase intention. On the contrary, brand equity and customer relationship have a positive relationship, but not as relevant for repurchase intention.
Título traducido de la contribuciónAnálisis de intención de recompra en el e-commerce por consumidores durante el Covid-19 basada en el comportamiento de las redes sociales
Idioma originalInglés
Título de la publicación alojadaProceedings Second Indian International Conference on Industrial Engineering and Operations Management in Warangal, India, August 2022
Lugar de publicaciónINDIA
EditorialIEOM Society International
Páginas1 - 11
Número de páginas11
ISBN (versión digital) ISBN: 978-1-7923-9160-6
ISBN (versión impresa)ISSN: 2169-8767 (U.S. Library of Congress)
EstadoPublicada - 16 ago. 2022

Palabras Clave

  • Repurchase intention
  • social networks
  • e-commerce
  • brand value and customer relationship

Categoría OCDE

  • Ingeniería industrial

Categorías Repositorio Ulima

  • Ingeniería industrial / Teoría

Temas Repositorio Ulima

  • e-commerce
  • Redes sociales en Internet

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