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Javier Andrés Gómez-Díaz
La toma de decisiones de compra en línea (internet) fue revisada retrospectivamente (ex-post facto) con una muestra de 340 personas que habían (n = 187) y no habían comprado por este medio (n = 153). El cuestionario usado incluyó afirmaciones para cada una de las etapas involucradas en la elección (identificación del problema, búsqueda de información, evaluación de alternativas y conducta de compra). Algunas escalas se diseñaron y otras se adaptaron de las que se encuentran disponibles en la literatura científica. Los resultados sugieren que, por internet, es más común la compra no planeada y que la información disponible en la red suele tener un valor importante en la toma de decisiones. Se presentan diferencias en la percepción del riesgo de compradores y no compradores. Se sugieren algunas recomendaciones para el diseño de páginas web de uso comercial y se discute sobre la evolución de las compras por internet en Colombia.

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Gómez-Díaz, J. A. (2016). Proceso de toma de decisiones en línea en consumidores colombianos: un estudio ex-post facto. Avances En Psicología Latinoamericana , 34(2), 273-292. https://doi.org/10.12804/apl34.2.2016.05

Javier Andrés Gómez-Díaz, Universidad EAN

Magister en Psicología con más de diez años de experiencia docente y tres de profesional en el diseño, implementacióny/o seguimiento de proyectos de investigación psicosocial.

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