Análisis de la percepción de confianza y satisfacción en la adquisición de productos electrónicos a través de aplicaciones internacionales

Abstract

This research analyzes the perception of trust and satisfaction among consumers in Guayaquil when acquiring electronic products through international applications such as Amazon, Temu, and AliExpress. The study is justified by the growing relevance of cross-border e-commerce and the need to understand how consumer perceptions influence purchasing decisions, allowing the identification of barriers and opportunities affecting digital commerce in emerging markets. The general objective was to analyze such perception, while the specific objectives aimed to identify the level of trust in these platforms, determine the factors affecting perceived security, and evaluate the relationship between user experience and their willingness to continue purchasing. A mixed-method approach was applied, using a descriptive, non-experimental, and cross-sectional design. The sample included 384 consumers and three experts in international e-commerce. Results showed that Amazon is perceived as the most reliable platform, and factors such as data protection, brand reputation, and after-sales service directly influence positive consumer perceptions. In conclusion, trust and satisfaction are strongly associated with user experience, perceived security, and the established reputation of platforms. However, policies such as the 4x4 tariff negatively affect purchase intentions, highlighting the need to revise regulatory frameworks and strengthen digital education for international commerce. These findings may guide improvements in institutional strategies and promote safer, more inclusive participation in global e-commerce environment.