E-commerce consumption patterns in Mexico. Evidence from household microdata analysis
Keywords:
e-commerce, households, consumption patterns, social networks.Abstract
To evaluate the pattern of consumption of electronic commerce in Mexico, the microdata of the National Survey on Availability and Use of Information Technologies in Households (ENDUTIH 2018). A descriptive and correlational methodology was used with a quantitative approach. The results show that, of the 55,069 households examined, only 23.8% made purchases over the Internet with a frequency of consumption that is repeated every six months. Likewise, it was possible to identify that the products and services that had the greatest demand through electronic platforms were items for personal use and reservations and plane tickets, purchased 59.6% of the time through national internet sites. Other important findings were to identify that online purchases in homes are determined by the level of education, gender and age of its members. It was possible to corroborate that the characteristics of the households, referring to the geographical location, sociodemographic stratum, existence of technological means and Internet access, experience and frequency of access to the network, have significant impacts on the purchase intention. Although the aforementioned factors are decisive in the consumer's decision, the use of social networks turned out to be the variable with the greatest impact on the purchase of products online.
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