Modelo de clúster jerárquico para analizar factores que motivan la compra de productos en línea

Erika Olivas Valdez; Luis Enrique Ibarra Morales; Emma Vanessa Casas Medina; Oswaldo Pacheco Camacho

doi:10.46990/relayn.2026.10.2.2782

Authors

Erika Olivas Valdez Universidad Estatal de Sonora https://orcid.org/0000-0002-6631-3160
Luis Enrique Ibarra Morales Universidad Estatal de Sonora https://orcid.org/0000-0001-8804-3934
Emma Vanessa Casas Medina Universidad Estatal de Sonora https://orcid.org/0000-0002-3526-9902
Oswaldo Pacheco Camacho Universidad Estatal de Sonora https://orcid.org/0000-0003-0353-5732

DOI:

https://doi.org/10.46990/relayn.2026.10.2.2782

Keywords:

Electronic commerce, Hierarchical clusters, Purchasing factors

Abstract

This research analyzed the factors that influence online product purchases by consumers in Hermosillo, Sonora State, with the aim of identifying groups with similar consumer characteristics thereby generating useful information for the business sector. A hierarchical cluster model was developed using the statistical software SPSS (Statistical Package for the Social Sciences) and a database of 704 survey responses. The quantitative model obtained identified three groups of consumers with similar characteristics. This allows product sellers to develop more effective internet sales strategies based on a greater understanding of potential buyers.

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