Proceso de decisión de compra de vestuario casual femenino a través del celular

Abstract

Mobile phones play a central role in the purchasing decision process worldwide. In the fashion sector, consumers use these devices to discover, evaluate, and acquire clothing. One of the most significant segments of this industry is women's casual wear, which has gained followers over the years. The aim of this study is to describe the purchasing decision-making process for women's casual clothing from a smartphone, targeting women between 24 and 44 years old, belonging to socio-economic strata 4 to 6 in the city of Medellin. This is a qualitative exploratory study that conducted 12 semi-structured interviews in June 2023. It was found that mobile phones are frequently used by consumers to purchase casual clothing. Instagram was the most used social media platform to discover and make purchases. The likelihood of making a purchase increases on websites with features such as visually appealing content, easy and responsive interaction, segmented and categorized search options, and transparent, clear information about the purchasing process. It is concluded that interacting with social media allows consumers to engage with advertisements and promotions, motivating them to visit shopping websites and make purchasing decisions.