Atributos de evaluación de los compradores en línea de café del área Metropolitana de Medellín

Abstract

Coffee is one of the most popular beverages in the world and its consumption is growing every day. E-commerce has transformed consumer behavior, and the purchasing process has evolved the same way; hence, the importance of understanding the way in which the buyer makes the purchase decision online. This research determines the main attributes that a consumer in Medellin, Colombia, evaluate before making a coffee purchase decision online and how each attribute participates on it. For this purpose, the behavior and interaction with the main attributes of the main coffee e-commerce in Colombia has been analyzed. The data has been collected through observation and purchase analysis with the help of an Eye Tracker, and then through semi-structured interviews with more than 14 participants. The results have revealed the evaluation attributes of a consumer when making the purchase decision through a coffee electronic commerce platform. The results of this research are a useful tool for companies that produce and/or distribute coffee products that have online selling as one of their main distribution channels or plan to have it in the future.