LOS JÓVENES UNIVERSITARIOS ANTE EL COMERCIO ONLINE: DIMENSIONES ESTRATÉGICAS PARA LA INDUSTRIA PUBLICITARIA DESDE EL PROCESO DE COMPRA, LA CONFIANZA Y LA SATISFACCIÓN

Pedro Francisco Alemán Ramos; Paula Morales Almeida; Vicenta Gisbert Caudeli

doi:10.15178/va.2023.156.e1468

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Published: May 8, 2023

DOI: https://doi.org/10.15178/va.2023.156.e1468

Keywords:

purchasing process, trust, satisfaction, social representations, advertising, young people

Pedro Francisco Alemán Ramos

University of Las Palmas de Gran Canaria

Paula Morales Almeida

Universidad de Las Palmas de Gran Canaria

https://orcid.org/0000-0002-4420-1918

Vicenta Gisbert Caudeli

Universidad Autónoma de Madrid

https://orcid.org/0000-0003-1763-1143

Abstract

Young population has developed a particular use of electronic commerce, modified by the impact of the conditions of the pandemic produced by COVID19. The present study is based on the attitude and perception of consumers. It is aimed to identify and map the online purchase process, as well as the criteria of trust and satisfaction in the digital acquisition of services and products. Social representations were taken as a theoretical framework, and the analysis was developed following Reinert's method through the IRAMuTeQ computer program. The corpus included the contributions of 203 university students. The Descending Hierarchical Analysis and the Correspondence Factor Analysis were used, resulting in 4 classes associated with the online purchase process (product information, web security, economic value of the product, value for money), 4 classes in the trust criteria (reliability of the web page, positive evaluations, shared experiences, security and officiality) and 3 classes related to the satisfaction of the online purchase (optimum reception of the product, speed of service, meeting expectations). Web security, the promotion of networks of experiences, the honesty and transparency of the characteristics of the product or service, as well as the effectiveness of its deliveries, were considered especially important in the implementation of advertising strategies.

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How to Cite

Alemán Ramos, Pedro Francisco, Paula Morales Almeida, and Vicenta Gisbert Caudeli. 2023. “Young university students before online commerce: strategic dimensions for the advertising industry from the purchase process, trust and satisfaction ”. Vivat Academia. Journal of Communication 156 (May):1-23. https://doi.org/10.15178/va.2023.156.e1468.

Issue

Número 156

Section

Confianza Publicitaria y nuevos desafíos

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

The main author must deliver the letter of transfer of copyright, according to the model provided by Vivat Academia, Revista de comunicación, which declares the transfer of copyright to the journal and make explicit the rights of authors regarding the dissemination and use of the manuscript once published.

Creative Commons Attribution/Non Commercial 4.0 International

Author Biographies

Pedro Francisco Alemán Ramos, University of Las Palmas de Gran Canaria

PhD from the University of Las Palmas de Gran Canaria. Bachelor's degree in Sociology from the University of Alicante and diploma in Social Work from the University of Las Palmas de Gran Canaria. He is currently a Contracted Doctor Professor at the University of Las Palmas de Gran Canaria (knowledge area of Sociology in the Department of Psychology, Sociology and Social Work). Co-director and responsible for the community social specialty of the Interuniversity Master's Degree in Family, Social and Community Intervention and Mediation. Member of the Research Group on "Inclusive Education, Society and Family (GIEI)".

Orcid ID: https://orcid.org/0000-0002-9755-9171

Google Scholar: https://scholar.google.es/citations?user=MQh2MqAAAAAJ&hl=es&oi=sra

Dialnet: https://dialnet.unirioja.es/servlet/autor?codigo=4389971

Accedaccris ULPGC: https://accedacris.ulpgc.es/cris/rp/rp00235

Paula Morales Almeida, Universidad de Las Palmas de Gran Canaria

She holds a Ph.D. in Education, a degree in Educational Psychology, and a diploma in Social Education. She is an expert in childhood and adolescence at risk of social exclusion. She is a faculty member at the University of Las Palmas de Gran Canaria in the Department of Psychology, Sociology, and Social Work, where she also serves as Secretary. She is in charge of internships for the Interuniversity Master's Degree in Family, Social, and Community Intervention and Mediation. She is a member of the educational innovation group "Digital Innovation" and the research team "Computational Model of Learning and Human Movement Degeneration for Clinical Diagnosis (MoCADiD)" funded by the Ministry of Science and Innovation, as part of a competitive project in 2021. She is also part of the research team for several reports related to childhood and families in the Canary Islands, commissioned by the General Directorate for Child and Family Protection.

Orcid ID: https://orcid.org/0000-0002-4420-1918

Google Scholar: https://n9.cl/paulamoralesalmeida

Vicenta Gisbert Caudeli, Universidad Autónoma de Madrid

Doctor of Education Sciences, Bachelor of Oboe, and Master of Neuroscience for Teachers. She is accredited as a Contracted Doctor by the National Agency for Quality Assessment and Accreditation (ANECA) and works as a faculty member at the Autonomous University of Madrid. She is the Academic Coordinator of the Master's Degree in Music Pedagogy (2020-2022), Coordinator of the Pedagogy area of the Music Degree, and mentor at the International University of La Rioja (UNIR). Additionally, she is the Secretary of the University Study Center for Education in Diversity (ULL) and a member of the INCISO Group (UNIR), IMETIC (University of Coruña), GIED (ULL), and GIMB (ULL). She also collaborates in the Master to Educate in Diversity and Social Inclusion Project of the Erasmus+ Program, European Union KA2 Strategic Partnerships in Higher Education, 2019, University of La Laguna.

Orcid ID: https://orcid.org/0000-0003-1763-1143

Google Scholar: https://scholar.google.com/citations?user=cZDxAtcAAAAJ&hl=es

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