e-commerce y fidelización: una perspectiva de los usuarios de Marketplace de Facebook
Palabras clave:
E-commerce, marketplace de Facebook, fidelización y consumidores
Resumen
Este estudio explora la relación entre la fidelización de usuarios en Facebook Marketplace y el comercio electrónico, utilizando fuentes primarias como Scopus, Sciendirect y Scielo. Con una muestra de 154 personas mayores de 18 años, seleccionadas bajo criterios específicos, se empleó un enfoque transversal y no experimental para recolectar datos en un único punto temporal. El análisis estadístico reveló una correlación significativa de 0.730 (p < 0.05) entre la fidelización y el e-commerce, con índices CFI de 0.987, TLI de 0.982, AIC de 7939.196 y RMSEA de 0.092. Las teorías desarrolladas indican que el comercio electrónico social en Facebook es vital para facilitar interacciones sociales y agilizar transacciones. Además, la teoría de fidelización en Facebook Marketplace resalta cómo los vendedores pueden emplear estrategias para construir y mantener la fidelización del cliente, subrayando la importancia de la calidad del producto, la experiencia de compra, la interactividad, y el uso de herramientas de redes sociales. Este hallazgo destaca la importancia estratégica del e-commerce en plataformas como Facebook Marketplace, proporcionando claves para desarrollar estrategias que fortalezcan la fidelización en esta plataforma digital. En conclusión, la investigación ofrece insights sobre cómo optimizar la experiencia del usuario y mejorar la competitividad en el mercado digital.
Citas
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Publicado
2025-07-28
Cómo citar
Lazaro Maitland, F. C., Arenas Alarcón, A. L., & Bejarano-Auqui, J. F. (2025). e-commerce y fidelización: una perspectiva de los usuarios de Marketplace de Facebook. Revista Venezolana De Gerencia, 30(13), 742-762. https://doi.org/10.52080/rvgluz.30.especial13.47
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