Comportamiento online del consumidor de cosmética masculina de lujo

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Para analizar la credibilidad y fiabilidad que otorgan los consumidores de cosmética masculina de lujo a los sites consultados, sus motivaciones de compra y los contenidos demandados en las Webs de las marcas fabricantes, se realizó en 2014 un estudio empírico cualitativo-cuantitativo. Se constató que los consumidores consideran: a) poco creíble la información de las Webs de los fabricantes; b) más fiables las Webs de los fabricantes que las de los distribuidores para comprar; c) comprar on-line productos en promoción ya conocidos; y d) que los contenidos sobre productos son sus preferidos en las Webs de los fabricantes.
To analyze, in online context, the credibility and reliability that give consumers of luxury male grooming products to sites consulted, their buying motivations, and the contents they demand in the webs of manufacturer brands, an empirical study qualitative-quantitative was conducted in 2014. It was found that consumers consider: a) little credible information of manufacturers’Web sites; (b) more reliable manufacturers’Web sites than distributors’ ones in order to buy; c) to purchase online mainly products in promotion that they have already tried; and d) that the contents about products are their favorites in the manufacturers’Webs.
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