Título :	Descripción de los hábitos y las motivaciones de compra de los consumidores en el marco del m-commerce por redes sociales de la ciudad de Pasto, Nariño
Tipo de documento:	documento electrónico
Autores:	Montenegro López, Isabella, Autor ; Barahona Vinasco, Jose Fernando, Asesor
Editorial:	Manizales [Colombia] : Universidad de Manizales*
Fecha de publicación:	2025
Colección:	RiDUM - Tesis y Disertaciones - Facultad de Ciencias Contables Económicas y Administrativas
Subcolección:	Maestria en Mercadeo
Palabras clave:	Mercadeo  Marketing digital  Buying habits  Purchase motivation
Resumen:	Electronic commerce has experienced sustained growth due to the increase in digital users and technological advances, giving rise to mobile commerce or m-commerce, characterized by its flexibility and accessibility on the go. The Colombian Chamber of Electronic Commerce (CCCE) reported that in the second quarter of 2023, sales reached COP 15.1 trillion, representing an 11.1% increase compared to the previous year. This growth demonstrates the strengthening of digital consumption and the trust generated by electronic platforms. Likewise, there are more mobile devices in use than the total population, with 65.7 million devices compared to 51.3 million inhabitants; in addition, 69.1% of people have internet access and 81% are active on social networks. In Nariño, small and medium-sized enterprises have adopted digitalization as an essential strategy for their sustainability. Within this framework, this research aims to describe the purchasing habits and motivational reasons for buying through mobile commerce on social networks in Pasto, providing strategic recommendations to improve business management and strengthen local mobile commerce.
Tipo de medio :	Computadora
En línea:	https://ridum.umanizales.edu.co/handle/20.500.12746/7905
Link:	https://biblioteca.umanizales.edu.co/ils/opac_css/index.php?lvl=notice_display&i

Descripción de los hábitos y las motivaciones de compra de los consumidores en el marco del m-commerce por redes sociales de la ciudad de Pasto, Nariño [documento electrónico] / Montenegro López, Isabella, Autor ; Barahona Vinasco, Jose Fernando, Asesor . - Manizales [Colombia] : Universidad de Manizales*, 2025. - (RiDUM - Tesis y Disertaciones - Facultad de Ciencias Contables Económicas y Administrativas. Maestria en Mercadeo) .

Palabras clave:	Mercadeo  Marketing digital  Buying habits  Purchase motivation
Resumen:	Electronic commerce has experienced sustained growth due to the increase in digital users and technological advances, giving rise to mobile commerce or m-commerce, characterized by its flexibility and accessibility on the go. The Colombian Chamber of Electronic Commerce (CCCE) reported that in the second quarter of 2023, sales reached COP 15.1 trillion, representing an 11.1% increase compared to the previous year. This growth demonstrates the strengthening of digital consumption and the trust generated by electronic platforms. Likewise, there are more mobile devices in use than the total population, with 65.7 million devices compared to 51.3 million inhabitants; in addition, 69.1% of people have internet access and 81% are active on social networks. In Nariño, small and medium-sized enterprises have adopted digitalization as an essential strategy for their sustainability. Within this framework, this research aims to describe the purchasing habits and motivational reasons for buying through mobile commerce on social networks in Pasto, providing strategic recommendations to improve business management and strengthen local mobile commerce.
Tipo de medio :	Computadora
En línea:	https://ridum.umanizales.edu.co/handle/20.500.12746/7905
Link:	https://biblioteca.umanizales.edu.co/ils/opac_css/index.php?lvl=notice_display&i