Satisfacción con la compra de ropa en línea: análisis de sus antecedentes

Barra lateral del artículo

PDF EPUB HTML
Publicado: Apr 11, 2024
Actualizado: 2024-04-11
Versiones:
2024-04-11 (2)
DOI: https://doi.org/10.17163/ret.n27.2024.03
Palabras clave:
satisfacción, moda, conciencia, sostenibilidad, medioambiente, experiencia, online, cliente

Contenido principal del artículo

Judith Cavazos-Arroyo
https://orcid.org/0000-0002-6258-289X
Aurora Máynez-Guaderrama
https://orcid.org/0000-0001-8174-3807
María Marisela Vargas Salgado
https://orcid.org/0000-0002-9670-5982

Resumen

Cuando las empresas comprenden las variables que impulsan la satisfacción de los clientes, pueden establecer mejores puntos de referenciay perfeccionar sus estrategias. En la actualidad, existe un crecimiento exponencial de las compras de ropa de moda a través de plataformasdigitales. Esta investigación evalúa si la orientación a la moda rápida y a la moda lenta, la conciencia ambiental y las experiencias del producto,emocional y con el sitio web inciden sobre la satisfacción con la compra en línea. Además, se analiza la importancia y el rendimiento de las experienciassobre la satisfacción. Las técnicas estadísticas utilizadas son un modelo de ecuaciones estructurales basados en mínimos cuadrados parcialesy una matriz de importancia-desempeño. El diseño de investigación fue cuantitativo, explicativo y transversal, desarrollado en la frontera nortede México y aplicado a 539 compradores de ropa en plataformas web o aplicaciones digitales. Los resultados evidencian que solo la orientación a la moda lenta influye sobre la conciencia ambiental, a diferencia de la orientación a la moda rápida que no tiene efecto en ella, la concienciaambiental tiene un impacto positivo sobre los tres tipos de experiencia y éstos inciden favorablemente sobre la satisfacción con la compra de ropa en línea. La matriz importancia-desempeño evidenció que la experiencia con el sitio web/app es el factor más relevante para la satisfacción en línea. En conclusión, la satisfacción con la compra en línea depende en gran medida de la experiencia con el sitio web.

Detalles del artículo

Número
Vol. 14 Núm. 27 (2024): (abril-septiembre)
Sección
Artículos destinados al monográfico
Creative Commons License

Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.

Autoría: La lista de autores firmantes debe incluir únicamente a aquellas personas que hayan contribuido intelectualmente al desarrollo del trabajo. La colaboración en la recogida de datos no es, por sí misma, criterio suficiente de autoría. "Retos" declina toda responsabilidad por posibles conflictos derivados de la autoría de los trabajos que se publiquen.

Derechos de autor: La Universidad Politécnica Salesiana preserva los derechos de autor de los artículos publicados, y favorece y permite su reutilización bajo la licencia Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Ecuador. Pueden ser copiados, utilizados, difundidos, transmitidos y expuestos públicamente, siempre y cuando: i) se cite la autoría y la fuente original de su publicación (revista, editorial y URL del trabajo); (Ii) no se utilicen con fines comerciales; Iii) se mencione la existencia y especificaciones de esta licencia.

Biografía del autor/a

Judith Cavazos-Arroyo

Dra. Judith Cavazos-Arroyo Dra. En Dirección y Mercadotecnia Profesora-Investigadora. Centro interdisciplinario de Investigación y Posgrado Universidad Popular Autónoma del Estado de Puebla, Puebla, México  

Aurora Máynez-Guaderrama

Dra. Aurora Irma Máynez-Guaderrama Dra.  en Planeación Estratégica y Dirección de Tecnología. Profesora-investigadora, Instituto de Ingeniería y Tecnología Universidad Autónoma de Ciudad Juárez, Ciudad Juárez, México

María Marisela Vargas Salgado

Dra. María Marisela Vargas-Salgado Dra. En Ciencias Administrativas Profesora-investigadora, Instituto de Ciencias Sociales y Administración Universidad Autónoma de Ciudad Juárez, Ciudad Juárez, México

Referencias

Aladwani, A. y Palvia, P. (2002). Developing and validating an instrument for measuring user-perceived web quality. Information & Management, 39(6), 467-476. https://doi.org/10.1016/S03787206(01)00113-6

Al-Maroof, R. S., Alshurideh, M. T., Salloum, S. A., AlHamad, A. Q. M. y Gaber, T. (2021). Acceptance of Google Meet during the spread of Coronavirus by Arab university students. Informatics, 8(2), 24. https://doi.org/10.3390/informatics8020024

Artusi, F., Bellini, E., Dell Era, C. y Verganti, R. (2020). Designing an Omni-Experience to save retailing. Research-Technology Management, 63(3), 24-32. https://doi.org/10.1080/08956308.2020.1733886

Bascur, C. y Rusu, C. (2020). Customer experience in retail: A systematic literature review. Applied Sciences, 10(21), 7644. https://doi.org/10.3390/app10217644

Brewer, M. K. (2019). Slow fashion in a fast fashion world: promoting sustainability and responsibility. Laws, 8(4), 1-9. https://doi.org/10.3390/laws8040024

Boardman, R. y Chrimes, C. (2023). E-commerce is king: creating effective fashion retail website designs. En Ritch, E. L., Canning, C. y McColl, J. (eds.), Pioneering new perspectives in the fashion industry: disruption, diversity and sustainable innovation (pp. 245-254). Emerald Publishing Limited. https://doi.org/10.1108/978-1-80382-345-420231020

Cangur, S. y Ercan, I. (2015). Comparison of model fit indices used in structural equation modeling under multivariate normality. Journal of Modern Applied Statistical Methods, 14(1), 14. https://doi.org/10.22237/jmasm/1430453580

Chen, T., Luo, H., Feng, Q. y Li, G. (2023). Effect of technology acceptance on blended learning satisfaction: The serial mediation of emotional experience, social belonging, and higher-order thinking. International Journal of Environmental Research and Public Health, 20(5), 4442. https://doi.org/10.3390/ijerph20054442

Cuesta-Valiño, P., Gutiérrez-Rodríguez, P. y Núnez-Barriopedro, E. (2022). The role of consumer happiness in brand loyalty: a model of the satisfaction and brand image in fashion. Corporate Governance: The International Journal of Business in Society, 22(3), 458-473. https://doi.org/10.1108/CG-03-2021-0099

Domingos, M., Vale, V. T. y Faria, S. (2022). Slow fashion consumer behavior: a literature review. Sustainability, 14(5), 2860. https://doi.org/10.3390/su14052860

Ellison, B., McFadden, B., Rickard, B. J. y Wilson, N. L. W. (2021). Examining food purchase behavior and food values during the COVID-19 pandemic. Applied Economic Perspectives and Policy 43(1), 58-72. https://doi.org/10.1002/aepp.13118

Fuentes-Blasco, M., Moliner-Velázquez, B. y Gil-Saura, I. (2017). Analyzing heterogeneity on the value, satisfaction, word-of-mouth relationship in retailing. Management Decision, 55(7), 1558-1577. https://doi.org/10.1108/MD-03-2016-0138

García-Salirrosas, E. E., Acevedo-Duque, Á., Marin Chaves, V., Mejía Henao, P. A. y Olaya Molano, J. C. (2022). Purchase intention and satisfaction of online shop users in developing countries during the COVID-19 pandemic. Sustainability, 14(10), 6302. https://doi.org/10.3390/su14106302

Garg, P. (2020). Introduction to fast fashion: environmental concerns and sustainability measurements. In: Shukla, V., Kumar, N. (eds.), Environmental Concerns and Sustainable Development. Springer, Singapore. https://doi.org/10.1007/978-981-13-6358-0_18

Gwozdz, W., Gupta, S. y Gentry, J. (2015). Fashion Sustainability Inverstigated: Does fashion or style generate more life satisfaction? En Marketing as provisioning technology: integrating perspectives on solutions for sustainability, prosperity, and social justice: Proceedings of the 40th Annual Macromarketing Conference (pp. 128-144). The Macromarketing Society. https://bit.ly/3I0IXsW

Gutiérrez Rodríguez, P., Villarreal, R., Cuesta Valiño, P. y Blozis, S. (2020). A PLS-SEM approach to understanding E-SQ, E-Satisfaction and E-Loyalty for fashion E-Retailers in Spain. Journal of Retailing and Consumer Services, 57, 102201. https://doi.org/10.1016/j.jretconser.2020.102201

Hair Jr., J. F., Howard, M. C. Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109, 101-110. https://doi.org/10.1016/j.jbusres.2019.11.069

Hair, J. F., Risher, J. J., Sarstedt, M. y Ringle, C. M. (2019a). When to use and how to report the results of PLS-SEM. European business review, 31(1), 2-24. https://doi.org/10.1108/EBR-11-2018-0203

Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Castillo Apraiz, J., Cepeda Carrión, G. y Roldán, J. L. (2019b). Manual de partial least squares structural equation modeling (PLS-SEM) (2da. ed.). OmniaScience.

Hartmann, P. Apaolaza-Ibáñez, V. (2012). Consumer attitude and purchase intention toward green energy brands: The roles of psychological benefits and environmental concern. Journal of Business Research, 65(9), 1254-1263. https://doi.org/10.1016/j.jbusres.2011.11.001

Henseler, J., Ringle, C. M. y Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the academy of marketing science, 43, 115-135. https://doi.org/10.1007/s11747-014-0403-8

Hossain, M. M. (2022). Green products purchase decision during COVID-19 pandemic: an emerging market perspective. International Journal of Education and Social Science, 9(1), 2415-1246.

Joung, H. M. (2014). Fast-fashion consumers post-purchase behaviours. International Journal of Retail & Distribution Management, 42(8), 688-697. https://doi.org/10.1108/IJRDM-03-2013-0055

Jung, S. (2014). Slow fashion: Understanding potential consumers and creating customer value for increasing purchase intention and willingness to pay a price premium. [Doctoral Thesis of The University of North Carolina at Greensboro]. 3637547. https://bit.ly/3wuz0S0

Kautish, P., Guru, S. y Sinha, A. (2022). Values, satisfaction and intentions: online innovation perspective for fashion apparels. International Journal of Innovation Science, 14(3/4), 608-629. https://doi.org/10.1108/IJIS-10-2020-0178

Kock, N. (2015). Common Method Bias in PLS-SEM: A Full Collinearity Assessment Approach. International Journal of e-Collaboration (IJeC), 11(4), 1-10. https://doi.org/10.4018/ijec.2015100101

Kock, F., Berbekova, A. y Assaf, A. G. (2021). Understanding and managing the threat of common method bias: Detection, prevention and control. Tourism Management, 86, 104330. https://doi.org/10.1016/j.tourman.2021.104330

Kumar, S., Dhir, A., Talwar, S., Chakraborty, D. y Kaur, P. (2021). What drives brand love for natural products? The moderating role of household size. Journal of Retailing and Consumer Services, 58, 102329. https://doi.org/10.1016/j.jretconser.2020.102329

Li, M., Zhao, L. y Srinivas, S. (2023). It is about inclusion! Mining online reviews to understand the needs of adaptive clothing customers. International Journal of Consumer Studies, 47(3), 1157-1172. https://doi.org/10.1111/ijcs.12895

Lindner, K. T., Savolainen, H. y Schwab, S. (2021). Development of teachers emotional adjustment performance regarding their perception of emotional experience and job satisfaction during regular school operations, the first and the second school lockdown in Austria. Frontiers in psychology, 12, 702606. https://doi.org/10.3389/fpsyg.2021.702606

Lu, X., Sheng, T., Zhou, X., Shen, C. y Fang, B. (2022). How does young consumers greenwashing perception impact their green purchase intention in the fast fashion industry? An analysis from the perspective of perceived risk theory. Sustainability, 14(20), 13473. https://doi.org/10.3390/su142013473

Mamakou, X. J., Zaharias, P. y Milesi, M. (2023). Measuring customer satisfaction in electronic commerce: The impact of e-service quality and user experience. International Journal of Quality & Reliability Management. Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJQRM-07-2021-0215

Miao, M., Jalees, T., Zaman, S. I., Khan, S., Hanif, N. U. A. y Javed, M. K. (2022). The influence of e-customer satisfaction, e-trust and perceived value on consumer's repurchase intention in B2C e-commerce segment. Asia Pacific Journal of Marketing and Logistics, 34(10), 2184-2206. https://doi.org/10.1108/APJML-03-2021-0221

Michon, R., Chebat, J. C., Yu, H. y Lemarié, L. (2015). Fashion orientation, shopping mall environment, and patronage intentions: A study of female fashion shoppers. Journal of Fashion Marketing and Management, 19(1), 3-21. https://doi.org/10.1108/JFMM-09-2012-0055

Mofokeng, T. E. (2021). The impact of online shopping attributes on customer satisfaction and loyalty: Moderating effects of e-commerce experience. Cogent Business & Management, 8(1), 1968206. https://doi.org/10.1080/23311975.2021.1968206

Mustikasari, A., Krisnawati, M. y Sutrisno, E. (2021). Customer experience and repurchase intention in multi-channel: Customer satisfaction as mediating variable. The Journal of Industrial Distribution & Business, 12(3), 7-19. http://dx.doi.org/10.13106/jidb.2021.vol12.no3.7

Pei, X. L., Guo, J. N., Wu, T. J., Zhou, W. X. y Yeh, S. P. (2020). Does the effect of customer experience on customer satisfaction create a sustainable competitive advantage? A comparative study of different shopping situations. Sustainability, 12(18), 7436. https://doi.org/10.3390/su12187436

Rathinamoorthy, R. (2019). Consumers awareness on sustainable fashion. En S. S. Muthu (ed.), Sustainable Fashion: Consumer Awareness and Education (pp. 1-36). Springer Singapore. https://doi.org/10.1007/978-981-13-1262-5_1

Ratnasari, R. T., Gunawan, S., Mawardi, I. y Kirana, K. C. (2021). Emotional experience on behavioral intention for halal tourism. Journal of Islamic Marketing, 12(4), 864-881. https://doi.org/10.1108/JIMA-12-2019-0256

Rita, P., Oliveira, T. y Farisa, A. (2019). The impact of e-service quality and customer satisfaction on customer behavior in online shopping. Heliyon, 5(10), e02690. https://doi.org/10.1016/j.heliyon.2019.e02690

Santos Saraiva, M.I. (2023). Slow fashion in Portugal: An exploratory approach. [Dissertacoes de Mestrado em Gestao da Informacao] (Information Management). Universidade Nova. https://bit.ly/3wgZfLH

Sener, T., Biskin, F. y Dundar, N. (2022). The effects of perceived value, environmental concern and attitude on recycled fashion consumption. Journal of Fashion Marketing and Management: An International Journal, 27(4), 595-611. https://doi.org/10.1108/JFMM-01-2021-0003

Silva, J., Sá, E. S., Escadas, M. y Carvalho, J. (2021). The influence of ambient scent on the passengers experience, emotions and behavioral intentions: An experimental study in a Public Bus service. Transport Policy, 106, 88-98. https://doi.org/10.1016/j.tranpol.2021.03.022

Tokar, T., Jensen, R. y Williams, B. D. (2021). A guide to the seen costs and unseen benefits of e-commerce. Business Horizons, 64(3), 323-332. https://doi.org/10.1016/j.bushor.2021.01.002

Trivedi, S. K. y Yadav, M. (2020). Repurchase intentions in Y generation: mediation of trust and e-satisfaction. Marketing Intelligence & Planning, 38(4), 401-415. https://doi.org/10.1108/MIP-02-2019-0072

Tsai, F. M. y Bui, T. D. (2021). Impact of word of mouth via social media on consumer intention to purchase cruise travel products. Maritime Policy & Management, 48(2), 167-183. https://doi.org/10.1080/03088839.2020.1735655

Vasic, N., Kilibarda, M. y Kaurin, T. (2019). The Influence of Online Shopping Determinants on Customer Satisfaction in the Serbian Market. Journal of theoretical and applied electronic commerce research, 14, 70-89. http://dx.doi.org/10.4067/S0718-18762019000200107

Wang, H., Liu, H., Kim, S. J. y Kim, K. H. (2019). Sustainable fashion index model and its implication. Journal of Business Research, 99 (December 2017), 430-437. https://doi.org/10.1016/j.jbusres.2017.12.027

Xiaohong, M. (2019). A Study on the driving factors of rural tourists' environmental responsibility behavior. 7th International Education, Economics, Social Science, Arts, Sports and Management Engineering Conference (IEESASM 2019). https://bit.ly/3OIJqE0

Xu, J., Zhou, Y., Jiang, L. y Shen, L. (2022). Exploring sustainable fashion consumption behavior in the post-pandemic era: changes in the antecedents of second-hand clothing-sharing in China. Sustainability, 14(15), 9566. https://doi.org/10.3390/su14159566

Yeh, C. H., Lin, H. H., Gau, Y. L. y Wang, Y. S. (2022). What drives customers' purchase behavior in a click-and-mortar retailing context: a value transfer perspective. Journal of Enterprise Information Management, 35(6), 1658-1677. https://doi.org/10.1108/JEIM-10-2019-0344

Yin, W. y Xu, B. (2021). Effect of online shopping experience on customer loyalty in apparel business-to-consumer e commerce. Textile Research Journal, 91(23-24), 2882-2895. https://doi.org/10.1177/00405175211016559

Yoon, N., Lee, H. K. y Choo, H. J. (2020). Fast fashion avoidance beliefs and anti-consumption behaviors: The cases of Korea and Spain. Sustainability, 12(17), 6907. https://doi.org/10.3390/su12176907

Zameer, H. y Yasmeen, H. (2022). Green innovation and environmental awareness driven green purchase intentions. Marketing Intelligence & Planning, 40(5), 624-638. https://doi.org/10.1108/MIP-12-2021-0457

Zarantonello, L. y Schmitt, B. (2010) Using the brand experience scale to profile consumers and predict consumer behaviour. J Brand Manag, 17, 532-540. https://doi.org/10.1057/bm.2010.4