Characterization of purchase factors in traditional commerce and digital commerce

Abstract

In Colombia, currently in the city of Neiva, capital of the department of Huila. It has been possible to demonstrate how traditional physical commerce, mainly in the downtown area of ​​the city, which was also considered at the time as an area of ​​high commercial demand, is currently a less crowded and totally different scenario. 

All of the above could be due to factors that influence the purchase decision of potential customers. For this reason, this article intends to explore, through a qualitative study of documentary review in academic digital platforms, to establish the factors that influence the purchase action and how new strategies could be implemented or suggested that allow traditional commerce to be updated or, to a lesser extent, compete a balanced way with current digital commerce.