7.18. Factores motivadores de las compras online en el mercado juvenil chileno

Autores: Valenzuela Fernández, L., Nicolás Alarcón, C., Gil Lafuente, J.

Palabras Clave: e-comercio, purchase behavior, young; explicative model; fuzzy logic.

The current competitive environment suggests that it is not enough for companies to deliver a product or service to make a difference with the competition, but also must be present on the Internet and be able to efficiently provide the hiring and / or purchase their products through this channel. Considering this reality to face some suggestions, and support them in thinking about decision making, which in this study is a explicative model, based on the Technology Adoption Model (TAM) proposed by Davis (1989), adapted to e -commerce of Chile characteristics, as a reference framework for Latin America.

Along with giving a fuzzy management indicator (FKP) on Purchase Intention on the Internet. The final sample size include 350 respondents, and was implemented in 2013, by judgment sampling. The analysis techniques that were used include: descriptive study, Exploratory Factor Analysis, and finally the identification of fuzzy indicator by Fuzzy Text Mining using Matlab (Fuzzy Text Mining).