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Artículos de Investigación

Vol. 5 Núm. 11 (2025): Concordia

Efecto de la implementación de una plataforma de comercio electrónico sobre la intención de compra

Effect of Implementing an E-Commerce Platform on Purchase Intention
Publicado
2025-11-06

Introducción: El comercio electrónico ha transformado la manera en que los clientes interactúan con las empresas, especialmente en sectores comerciales que requieren mejorar su competitividad digital y optimizar la experiencia de compra. Objetivo: Determinar el efecto de la implementación de una plataforma de comercio electrónico basada en Prestashop sobre la intención de compra de los clientes de la ferretería DIFENA, en Lima, Perú. Metodología: Se desarrolló un estudio cuantitativo. Para la recolección de datos se aplicó un cuestionario a 30 clientes y una lista de cotejo a 7 responsables técnicos, con el propósito de evaluar la usabilidad, funcionalidad, diseño visual, confianza e información disponible en la plataforma. Resultados: Los hallazgos evidenciaron valoraciones favorables en usabilidad, con 86,7 % en claridad interactiva y 83,3 % en velocidad. Sin embargo, se identificaron limitaciones en los recursos multimedia, con solo 33,3 % de valoración alta, y en la precisión informativa, donde el 53,3 % alcanzó un nivel medio. Conclusiones: La plataforma Prestashop mejoró significativamente la intención de compra de los clientes, destacando por su usabilidad, funcionalidad, confianza y diseño visual. No obstante, requiere optimizar aspectos técnicos e informativos para fortalecer su eficacia operativa y competitividad digital.

Introduction: Electronic commerce (e-commerce) has fundamentally reshaped customer-business interactions, particularly within commercial sectors striving to enhance digital competitiveness and optimize the purchasing experience. Objective: This study aims to determine the effect of implementing a PrestaShop-based e-commerce platform on the purchase intention of customers at the DIFENA hardware store in Lima, Peru. Methodology: A quantitative research design was employed. Data collection involved administering a questionnaire to 30 customers and a checklist to seven technical leads to evaluate the platform’s usability, functionality, visual design, trust, and information accessibility. Results: The findings revealed favorable ratings for usability, specifically regarding interactive clarity (86.7%) and system speed (83.3%). Nevertheless, limitations were identified in multimedia resources, where only 33.3% received a high rating, and in information accuracy, which 53.3% of participants rated as moderate. Conclusions: The implementation of the PrestaShop platform significantly enhanced customer purchase intention, driven by its usability, functionality, trustworthiness, and visual design. Nonetheless, further optimization of technical and informational components is required to bolster operational efficiency and digital competitiveness.

Número:
Vol. 5 Núm. 11 (2025): Concordia
Sección:
Artículos de Investigación

Referencias

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