Factors influencing online purchases: an analysis focused on education level, socioeconomic status, and digital payments
Abstract
Due to the growing contribution of online shopping to Mexico's Gross Domestic Product, the objective was to analyze the factors influencing the online purchasing decision, considering socioeconomic strata, the disparity between urban and rural areas of Mexico, schooling, and digital payment methods. Data from 58,540 records of the National Survey on Availability and Use of Information Technologies in Households 2022 were analyzed through Logit and Probit binary regression analysis. The results confirmed that rural areas have a negative relationship whit online purchases, while urban areas increased this probability by 2.79%. Schooling and economic stratum showed a positive correlation, and the probability of purchase increased as these variables did. Additionally, PayPal and Mercado Pago were the most influential digital payment methods, exerting more impact than traditional methods, which indicates greater buyer confidence in these tools, influencing online purchases with a probability of 24.09%. It is concluded that the high socioeconomic stratum, people living in urban areas, professionals and users who paid with PayPal were those who purchased the most online.
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References
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