Modelo de intención de compra aplicado al sector de Vehículos de Transporte Liviano – Taxis (VTLT)

Contenido principal del artículo

Martin Malo-Córdova
Mateo Francisco Ullauri-Ugalde
José Leonardo Vera-Reino

Resumen

Entender cuáles son las variables que influyen en la intención de compra de un determinado producto es esencial para proponer estrategias que permitan llegar de mejor manera al cliente. Para esto, el objetivo del presente estudio es proponer un modelo causal que busque medir la intención de compra aplicado al sector de Vehículos de Transporte Liviano – Taxis, y así, determinar algunos de los factores que influyen a la hora de realizar la compra. Para el estudio se aplicaron encuestas a una muestra de 390 taxistas divididos equitativamente en las ciudades de Quito, Guayaquil y Cuenca, cuyo análisis se realizó a través de un análisis factorial confirmatorio y ecuaciones estructurales. Los resultados indicaron que la credibilidad de marca tiene una relación directa e indirecta con todos los factores del estudio, convirtiendo a este factor en uno de los más importantes a tomar en cuenta en el sector de Vehículos de Transporte Liviano – Taxis. Se concluye que el consumidor busca confianza y experiencia de la marca a través de la credibilidad en la misma; por lo que los actores de la industria automotriz en el sector deberían enfocar sus recursos para crear una imagen de marcas confiables, haciendo promesas que puedan cumplir.

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Cómo citar
Malo-Córdova, M., Ullauri-Ugalde, M. F., & Vera-Reino, J. L. (2021). Modelo de intención de compra aplicado al sector de Vehículos de Transporte Liviano – Taxis (VTLT). INNOVA Research Journal, 6(3.1), 151-166. https://doi.org/10.33890/innova.v6.n3.1.2021.1856
Sección
Gestión del conocimiento
Biografía del autor/a

Martin Malo-Córdova, Universidad del Azuay, Ecuador

Martin Malo Córdova, nacionalidad ecuatoriana y egresado de la Universidad del Azuay en la carrera de Administración de Empresas. Realizó estudios en Czech University of Life Sciences de la ciudad de Praga en Republica Checa. Líneas de investigación: Marketing y publicidad.

Mateo Francisco Ullauri-Ugalde, Universidad del Azuay, Ecuador

Mateo Francisco Ullauri Ugalde, nacido en Cuenca, Ecuador en 1997. Actualmente egresado de la carrera de Administración de Empresas en la Universidad del Azuay. Líneas de investigación: Marketing y publicidad. Miembro de la asociación Iberoamérica de Marketing desde el año 2021. Realizó estudios en Estados Unidos, Alemania y Republica checa.

José Leonardo Vera-Reino, Universidad del Azuay, Ecuador

José Leonardo Vera Reino, nacido en Ecuador, Docente investigador vinculado a la Universidad del Azuay desde el año 2013. 16 años de experiencia en las áreas de Comercialización, Marketing y Desarrollo de Productos en empresas del sector público y privado. Expositor, autor y coautor de algunos artículos académicos publicados en revistas indexadas, memorias de congresos nacionales e internacionales.

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