Digital marketing, an analysis of its use from the user's perception considering the trust, security and knowledge

Abstract

E-commerce represents an important distribution channel little exploited in Mexico, each year the number of e-commerce users increases globally. The Mexican consumer faces many barriers such as the cost of the Internet, the lack of knowledge to use it, the security and the trust perceived by them. These last three constitute the independent variables of the study, which were measured through a survey, among others the results show that the variables are linearly related. Likewise, there are differences in the perception of the variables according to the level of studies and income of the cyber buyer.