REEMBOLSO Y COMERCIO ELECTRÓNICO BRASILEÑO: UN ENFOQUE CUANTITATIVO PARA ANALIZAR A LOS USUARIOS DE LA HERRAMIENTA
DOI:
https://doi.org/10.56238/revgeov16n5-166Palabras clave:
Comercio Electrónico, Cashback, Programas de Recompensas, Marketing Digital, UTAUT2Resumen
Este estudio evalúa el alto potencial de los programas de cashback para empresas que buscan atraer y fidelizar clientes mediante este sistema de recompensas. La investigación presenta el concepto y algunos ejemplos de esta herramienta, relativamente nueva en Brasil. Se utilizó el enfoque cuantitativo del modelo UTAUT2, que emplea conceptos y similitudes empíricas para responder a las hipótesis. También se utilizó el modelado de ecuaciones estructurales (SEM) para analizar la muestra. Esta técnica se basa en mínimos cuadrados parciales (PLS-SEM). Las evaluaciones de los modelos de medición y del modelo estructural fueron cruciales para responder a las hipótesis planteadas en los constructos presentados, que buscaban comprender qué factores influyen positivamente en la decisión de los consumidores de utilizar programas de cashback. Las condiciones facilitadoras, las motivaciones hedónicas y los aspectos conductuales emergieron como los más importantes para impulsar la intención de usar programas de cashback, respondiendo positivamente y corroborando las hipótesis presentadas en sus respectivos constructos.
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