Factores determinantes de la decisión de compra en internet: un análisis de la formación a distancia

espanolEl objetivo del presente trabajo es analizar los factores que influyen en la decision de compra de cursos de formacion a distancia. Con este fin, se plantean un conjunto de hipotesis sobre la influencia del ries-. go percibido de compra, la desconfianza del consumidor hacia las instituciones organizadoras, la utilidad per- cibida, facilidad percibida de uso, satisfaccion percibida y experiencia como usuario de esta modalidad formativa, en la decision de realizar formacion a distancia en el futuro. Del analisis de los resultados obtenidos de una muestra de 111 consumidores, se comprueba que la decision de compra futura de un curso de formacion a distancia se predice en funcion de la satisfaccion percibida del consumidor, la confianza en la institucion que imparte formacion a distancia y la utilidad percibida de los cursos de formacion a distancia. EnglishThe aim of this paper is to analyse the factors that influence the e-learning courses shopping decision. For this purpose, we put forward a set of hypotheses regarding the influence of the perceived shopping risk, consumer mistrust of e-learning institutions, the perceived utility, ease of use and satisfaction and experien- ce as an e-learning student in the future e-learning courses shopping decision. Analysing the results obtained from a sample of 111 consumers, we verify that the future purchase intention of e-learning courses can be predicted as a function of the consumer's perceived satisfaction, consumer trust of the e-learning institution and consumer perceived utility of e-learning courses.

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