Análisis de las estrategias digitales en el comercio electrónico de las tiendas por departamento en estudiantes universitarios en época de la pandemia producida por el COVID-19

• Autor: Beteta Gonzales, Eder Alonso
• Formato: tesis de grado
• Fecha de Publicación: 2022
• Institución: Universidad de Lima
• Repositorio: ULIMA-Institucional
• Lenguaje: español
• OAI Identifier: oai:repositorio.ulima.edu.pe:20.500.12724/17172
• Enlace del recurso: https://hdl.handle.net/20.500.12724/17172
• Nivel de acceso: acceso abierto
• Materia: Comercio electrónico; Estudiantes universitarios; Pandemias; Electronic commerce; College students; Pandemics; COVID-19; https://purl.org/pe-repo/ocde/ford#5.02.04

The present work supports the general objective of analyzing the influence of digital strategies on the buying behavior of e-commerce in stores by department in university students at the time of the Covid-19 pandemic. The research typology is basic, with a quantitative approach. The survey was conducted using a virtual survey of 384 students under the age of 30 who shop online in stores by department. The purpose of the first chapter is to describe the problems of the study. In addition, there is the general and specific problem, justification and sample calculation. The second chapter presents the objectives and hypotheses, which are related to the problem to be solved. In addition, the methodology and construction of the research tool are specified. The third chapter explains the background and theoretical underpinnings of the research. The fourth chapter presents the results of the study with the respective graphs and, at the same time, the verification and validation of the correspondence of the study variables by means of Spearman’s analysis, where a positive relationship was obtained. The fifth chapter presents the findings, which support that digital strategies are related to shopping behavior; however, they do not have a strong influence on the online shopping process in department stores. Finally, the sixth chapter presents recommendations for consumers to continue shopping online, however they must take the necessary hygiene measures when receiving the products.