Consumo colaborativo: la confianza, un factor crítico en la intención de compra

Collaborative consumption: trust, a critical factor in the purchase intention

Oscar Armando Mejía Delgado , Christian Paulina Mendoza Torres , Yury Yazmin Mejía Delgado

Suma de Negocios, 12(27), xx-xx, julio-diciembre 2021, ISSN 2215-910X

http://doi.org/10.14349

Recibido el 24 de febrero de 2021
Aceptado el 19 de mayo de 2021
Online el 4 de junio de 2021

Resumen

El consumo colaborativo principalmente se fundamenta en modelos de negocio digitales, donde intervienen tres actores fundamentales: el proveedor del servicio, la plataforma tecnológica (intermediario) y el usuario final, en este sentido, el nivel de confianza desarrollado en esta triada determina la perdurabilidad del modelo económico. Este artículo pretende determinar la correlación entre la confianza en el intermediario, los proveedores de servicio y la intención de compra. El enfoque del estudio es cuantitativo, por ello se diseñó un cuestionario como instrumento de recolección de datos, que fue diligenciado por 233 personas. Entre los principales hallazgos se comprobaron las hipótesis planteadas, a saber, que hay una correlación positiva y significativa entre la confianza en la plataforma tecnológica y la intención de compra de los usuarios, y también entre la confianza en los proveedores de servicio y la intención de compra.


Palabras clave:
Consumo colaborativo,
nivel de confianza,
plataformas tecnológicas,
proveedores del servicio,
intención de compra.

Códigos JEL:
C12, C19, D16, M31, O00

Abstract

The collaborative consumption is mainly based on digital business models, where three fundamental actors intervene: the service provider, the technological platform (intermediary) and the end-user, in this sense, the trust level developed in this triad determines the durability of the economic model. This paper aims to determine the correlation among trust in the intermediary, service providers and purchase intention. The focus of the study is quantitative, the data collection instrument applied to 233 people was a questionnaire. Among the main findings, the hypotheses raised were verified, a significant positive correlation is evidenced between trust in the technological platform and the intention of purchase, and between trust in service providers and purchase intention.


Keywords:
Collaborative consumption,
confidence level,
technological platforms,
service providers,
purchase intent.

Artículo Completo
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Instituciones

Universidad del Rosario
Universidad de Celaya/Universidad Tecnológica Laja Bajío, México
Copyright © 2021. Fundación Universitaria Konrad Lorenz, Colombia

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