Strategies implemented by women entrepreneurs in digital businesses to influence online consumer behavior

• Jovanna Nathalie Cervantes-Guzman ^[1]
  1. [1] Universidad de Guadalajara

     Universidad de Guadalajara

     México

     
• Localización: ATICA 2023: Aplicación de Tecnologías de la Información y Comunicaciones Avanzadas y Accesibilidad: Instituto Tecnológico de Aguascalientes (México), del 18 al 20 de octubre de 2023 / coord. por Luis Bengochea Martínez, Ricardo Mendoza González, Salvador Otón Tortosa, 2023, ISBN 978-84-19745-85-9, págs. 87-96
• Idioma: inglés
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  • Texto Completo Libro
• Resumen

  • Objective: This study aims to identify effective digital businessstrategies recommended for e-commerce ventures led by women entrepreneurs. The implementation of digital innovations and the utilization of emotional motivators in e-commerce are crucial for creating a supportive environment that facilitates the growth and development of women-led businesses. Methodology: The research follows a deductive approach, employing quantitative, descriptive, documentary, and correlational methods. Theoretical and Practical Findings: The study reveals that online consumer behavior differs significantly from traditional market behavior, and there is limited existing research on the purchase decision-making process in ecommerce (Denis et al., 2009). In practical terms, the integration of digital innovations and the incorporation of emotional motivators in e-commerce can foster favorable conditions and provide an enabling environment for women entrepreneurs to unlock their companies' potential. Originality: These findings contribute to the existing understanding of consumer behavior in the online context and shed light on the unique challenges and opportunities faced by women entrepreneurs in the business world. Conclusions and Limitations: Implementing digital innovations and leveragingemotional motivators in e-commerce are essential for the growth and success of women-led businesses. However, it is important to acknowledge the limitations of this study, such as the need for further research and exploration in this area.