DIGITAL CONSUMER PREFERENCES FOR SUCCESSFUL TRANSACTIONS IN COLOMBIA

Abstract

Digital transactions require taking into account aspects that are based on consumer preferences, which are key to improving digital marketing processes. However, organizations are oriented to set marketing strategies based only on promotion on social networks, neglecting other elements that are important. This research is quantitative and non-experimental and presents the key aspects for the success of digital transactions in Colombia, considering consumer preferences. The sample is made up of 519 consumers, who answered the online questionnaire validated with a Cronbach's Alpha of 0.955. The statistical techniques were descriptive to contextualize the sample and multivariate to analyze the relationships between variables. The results show that the digital product is preferred for quality (92.5%) and price (90.4%), promotion strategies are oriented to the use of social networks (83.0%) and contact with communities (82.3%) in the media of WhatsApp (80.2%), Facebook (77.1%) and Instagram (76.3%), and the reliability in the payment process is carried out by mobile apps (84.6%) and banking operations (80.2%). Therefore, the key aspects preferred by the digital consumer are the characteristics of the online product, reliability in social networks and trust in payment methods. Finally, it is necessary for companies to analyze the preferences of the digital consumer to increase the success of the transaction.