Impact of omnichannel retailing on the consumer experience on e-commerce platforms [Impacto de la omnicanalidad en la experiencia del consumidor en plataformas de comercio electrónico]
DOI:
https://doi.org/10.62574/rmpi.v6iespecial.488Keywords:
e-commerce, marketing, consumptionAbstract
This study examines the impact of omnichannel retailing on the consumer experience within e-commerce platforms in the mass consumption sector in Ecuador. Its objective was to evaluate how the integration of online and offline channels contributes to improving consumer satisfaction and perception of value. The methodology was based on surveys of regular users, analyzing the frequency of interaction, familiarity with the strategy, and perception of consistency and fluidity in the shopping experience. The results show that channel integration reinforces convenience, perceived control, and consumer confidence, while the overall experience is perceived as more relevant than the mere presence of multiple channels. It is concluded that omnichannel retailing is an essential strategic factor, promoting loyalty and competitive advantage for brands in digital environments.
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