Factores motivacionales que orientan la compra y el consumo de ropa femenina a través de canales virtuales en mujeres universitarias de la ciudad de Bogotá

Abstract

The objective of this research was to identify the motivational factors that guide the purchase and consumption of women's clothing through virtual means in the universities of the city of Bogotá. The methodology used was of quantitative type, through a descriptive exploratory type study. It is applied to a questionnaire composed of closed questions, social inquiries, the interaction of women with virtual media such as social networks, online shopping, motivations that guide the purchases of women's clothing and consumer practices of the university girls. The results showed that marital status, age and monthly income are determining factors in the conduct of purchases of women's clothing, through virtual means with an annual expenditure between $ 200,000 and $ 400,000, in virtual stores and was motivated to maintain this time by the exclusive designs that offer the prices online.