Comercio electrónico y tiendas físicas: Análisis desde el comportamiento del consumidor

Abstract

The growth of e-commerce and the adoption of digital technologies have transformed consumer behavior, fostering interaction between physical and digital channels during the purchasing process. The objective was to analyze the behavior of consumers in the Cañar Canton regarding their purchasing decisions in e-commerce and brick-and-mortar stores and to determine whether these channels exhibit a substitutive or complementary relationship. The study was conducted using a quantitative approach with a descriptive and correlational focus, a non-experimental design, and a cross-sectional design. Data were collected through a structured survey administered to adult consumers in the Cañar Canton and analyzed using descriptive statistics, tests of association, and binary logistic regression. The results show that e-commerce is used primarily for its variety of products, ease of price comparison, and convenience, while brick-and-mortar stores are preferred for the trust they inspire, the ability to inspect products in person, and personalized service. In addition, a higher prevalence of webrooming (38.6%) was identified compared to showrooming (29.9%), highlighting the integration of both channels in the purchasing decision. In conclusion, consumer behavior follows a model of complementarity between e-commerce and brick-and-mortar stores, as 75.6% of costumers intend to continue shopping online. Therefore, organizations must implement omnichannel strategies that integrate the strengths of both channels to optimize the customer experience, strengthen trust, and increase their competitiveness in a more digitized business environment.

Keywords: e-commerce, brick-and-mortar stores, consumer behavior, purchasing decisions, digital technologies.