This research describes the consumer behavior patterns in both physical and digital environments, focusing on the motivations and decisions involved in the physical purchase process at local outlets and digital purchases from available stores, based on the need to be fulfilled. A non-experimental, cross-sectional design was used, with a qualitative methodology and a descriptive level, with a sample of 25 customers. The survey technique was applied, and the questionnaire served as the instrument. The results indicate that 60% of the participants were male, and 80% of participants exhibited a high level of purchasing behavior, which suggests the influence of personal and social factors in daily purchasing decisions.
Consumer behavior is influenced by personal,
social, cultural, and psychological factors. Therefore, we can state that both
physical and digital purchases have particular features. It is important to
note that the current consumer, due to the recent pandemic, has learned to use
digital channels to purchase products and services. Thus, the local consumer
shows a high index, which can be interpreted as having an informed consumer who
is often influenced by opinions, recommendations, and sustainability aspects,
not limited to being persuaded by omnichannel advertising. It is essential to
emphasize that we are dealing with a consumer who is knowledgeable about online
purchases and physically selecting products. Successful companies are those
that understand and adapt strategies to meet the expectations and changing
needs of consumers in both contexts.
The opinions of other consumers, brand
reputation, and the influence of the immediate environment play a fundamental
role in decision-making. This finding aligns with social learning and social
validation theories, suggesting that brands should strengthen their digital
marketing strategies and encourage loyal communities to enhance the value of
their recommendations. The consideration of opinions and reviews from other
consumers before making a purchase reinforces the importance of transparency
and digital reputation management, given that social media allows the exchange
of experiences among consumers, becoming a key tool for making informed
decisions.
On the other hand, the openness to try new
products and brands demonstrates that consumers value novelty and
differentiation. This behavior is associated with the search for new
experiences and the release of dopamine, which generates pleasure in discovery.
Additionally, the willingness of consumers to pay a higher price for
high-quality products highlights the importance of perceived value.
Finally, the growing interest in sustainability
and shared values with brands reflects an evolution towards a more informed
consumer who is concerned about the impact of their choices. Therefore,
companies that incorporate transparent and sustainable practices are more
likely to build loyalty with these consumers, considering that effective
communication about sustainability efforts could mitigate potential cognitive
dissonance for the conscious consumer.
Puede citar esta investigación de la siguiente manera:
Rojas-Cala. (2025). Comportamiento del consumidor en la era digital: Un análisis de las nuevas dinámicas de compra. En E. L. Rodríguez (Ed.), Technology, Science and Innovation: Transforming Various Areas of Knowledge (pp. 285–299). Lucero Impresiones.