Keywords
E-commerce
Cartagena
Transactions
Pandemic E-commerce
Cartagena
Transacciones
Pandemia
Cartagena
Transactions
Pandemic E-commerce
Cartagena
Transacciones
Pandemia
How to Cite
Londoño Aldan, E., Anaya Simanca, J. F., Balmaceda Quintana, V. C., Guzmán Pertuz, M. J., & Martínez Reyes, C. (2025). The online buyer in Cartagena de Indias: a cluster analysis. Vía Innova, 12(1), 43–64. https://doi.org/10.23850/2422068X.6829
Abstract
The main purpose of this study is to typify the consumers of e-commerce products in Cartagena de Indias. The phenomenon to be investigated is based on the fact that the disruptions generated by the Covid-19 pandemic, specifically, the confinement and social distancing led to electronic commerce or e-commerce becoming the main means to carry out commercial transactions, especially in retail trade, between companies and consumers, also known as B2C e-commerce. Univariate and bivariate analyses were carried out with the application of Chi-square and Snedecor’s F tests. For buyer typification, cluster analysis was chosen as multivariate.
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