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