Sesgos cognitivos en el Ecommerce para analizar la tendencia de compra de embutidos postpandemia en el cantón Riobamba

Abstract

This research seeks to determine if, in the canton of Riobamba, cognitive biases in Ecommerce influence the tendency to purchase sausages. The objective of this study was to analyze whether the inhabitants of Riobamba have basic knowledge when talking about eCommerce. The methodology used in the research was of a mixed approach, systematically formed of quantitative and qualitative methods to obtain another way of visualizing the condition of Ecommerce in Riobamba. The instruments were developed concerning the study variables through a survey applied to the city's citizens to collect information for research. When examining the variables of cognitive biases in Ecommerce and purchase tendency, a statistical relationship was found between the study variants. Thus, the alternative hypothesis was accepted, specifying that cognitive biases influence purchasing tendencies. Finally, in the part of the proposal, strategies were developed to increase the use of electronic commerce for their consumers.