So Similar and Yet So Different: Reasons for Online Purchasing, a Comparative Research in Colombia and Mexico Using Nonparametric Association Tests




Online Shopping Behavior, E-Commerce, comparative study, digital marketing, nonparametric tests


The reasons for buying online have occupied the literature of consumer behavior on the Internet for quite some time. Different theories seek to understand the relationships between different variables of purchasing behavior using this channel. However, the literature has not been sufficiently focused on making comparative analysis between countries, especially between emerging and Latin American countries. For this reason, a comparative study that seeks to understand differences between the  reasons to purchase online by country. In 2017, we did survey 552 students, professors and administrative staff in two universities: one in Bogotá, Colombia, and one in Puebla, México using a convenience sampling. We designed a semi-structured questionnaire of 7 items, mostly categorical. Using nonparametric association tests, we discovered that in five of the six questions that are carried out there are significant statistical differences for the two countries such as why they buy in internet, payment methods, shipment, and why they would not buy in the internet . The implications for marketing for those companies interested in penetrating or improving their participation in these markets, is that they should be aware of their differences and use, depending on the country, adapted strategies.


Download data is not yet available.

Author Biographies

Juan Carlos Rentería-García, Universidad EAN

Associate Professor, Faculty of Administration, Finance and Economic Sciences, Universidad EAN, Bogotá, Colombia.

Mauricio Sabogal-Salamanca, Universidad EAN

Associate Professor, Faculty of Administration, Finance and Economic Sciences, Universidad EAN, Bogotá, Colombia.

Yesica Mayett-Moreno, Autonomous Popular University of the State of Puebla

Associate Professor, Agribusiness and Management Programs, Autonomous Popular University of the State of Puebla, Puebla, México.


Agresti, A. & Liu, I. M. (1999). Modeling a categorical variable allowing arbitrarily many category choices. Biometrics, 55(3), 936-943. Retrieved from

Ajzen, I. (1991). The theory of planned Behavior. Organizational Behavior and Human Decision Process, 50(2), 179-211. Retrieved from

Chaffey, D. & Ellis-Chadwick, F. (2016). Digital Marketing (6th Ed.). Mexico: Pearson.

Devi, M. N. (2017). Consumer Buying Behavior towards Online Shopping in Thoothukudi District. Outreach Journal, 10, 23-33. Retrieved from

Dixit, G. S. (2018). A study of the factors Affecting Online Shopping of Products in Indore City. Shabd Braham International Research Journal of Indian Languages. 6(4), 88-94. Retrieved from

Fernández-Poyatos, M. D. & Papí-Gálvez, N. (2017). ETurismo: estudio de criterios de segmentación clásicos del usuario online que compra por internet. Ícono, 15 (2), 168-189. Retrieved from

Hair, J. F., Bush, R. P., & Ortinau, D. J. (2010). Investigación de mercados en un ambiente de información digital. Mexico: McGraw Hill.

Hofstede (n.d.). Compare Countries, Hofstede Insights, Helsinki, Finlandia: Hofstede Insights. Retrieved from

Hofstede, G. (1984). Cultural dimensions in management and planning. Asia Pacific Journal of management, 1(2), 81-99. Retrieved from

Hofstede, G., Hofstede, G. J., & Minkov, M. (1991). Culture and organizations: Intercultural cooperation and its importance for survival. New York: McGrawHill.

Izogo, E. E. & Jayawardhena, C. (2018). Online shopping experience in an emerging e-retailing market. Journal of Research in Interactive Marketing, 12(2), 193-214. Retrieved from

International Data Corporation. (2019). Retrieved from

Kim, Y. & Peterson, R. A. (2017). A Meta-analysis of Online Trust Relationships in E-commerce. Journal of Interactive Marketing, 38, 44-54. Retrieved from

King, R. A., Racherla, P., & Bush, V. D. (2014). What we know and don't know about online word-of-mouth: A review and synthesis of the literature. Journal of Interactive Marketing, 28(3), 167-183. Retrieved from

Laudon, K. & Traver, C. (2017). E-Commerce 2017 - Business, Technology, Society (13th Ed.). USA: Pearson.

Mariani, M., Muhamad, A., & Lamarauna, I. (2018). The impact of social influence and trust on customer-to-customer online shoppers' purchase intention: An empirical study in Indonesia. GSTF Journal on Computing, 5(3), 1-6. DOI: 10.5176/2251-3043_5.3.372

Oliveira, T., Alhinho, M., Rita, P., & Dhillon, G. (2017). Modelling and testing consumer trust dimensions in e-commerce. Computers in Human Behavior, 71, 153-164.

Pavlou, P. & Fygenson, M. (2006). Understanding and Predicting Electronic Commerce Adoption: An Extension of the Theory of Planned Behavior. MIS Quarterly, 30(1), 115-143.

Rodríguez, W. H. (2012). Respuesta múltiple en datos categóricos. Una prueba de hipótesis. Pre-Impresos Estudiantes, (7), 14. Retrieved from

Salazar, C., Mondaca, C., & Cea, J. (2018). Comercio electrónico en Chile: ¿qué factores inciden en la decisión de compra? Revista Academia y Negocios, 4 (1), 1-14. Retrieved from

Schwab, K. (2017). The Global Competitiveness Report 2017 - 2018. World Economic Forum. Retrieved from

Singh, M., & Matsui, Y. (2018). How long tail and trust affect online shopping behavior: An extension to UTAUT2 framework. Pacific Asia Journal of the Association for Information Systems, 9(4).

Sobia Tufail, H., Afzal Humayon, A., Shahid, J., Murtza, G., Luqman, R., & Riaz, H. (2018). Impact of Life Style and Personality on Online Purchase Intentions of Internal Auditors through Attitude towards Brands. European Online Journal of Natural and Social Sciences: Proceedings, 7(3), 72-83. Retrieved from

Solomon, M., Bamossy, G., Askegaard, S., & Hogg, M. (2009). Consumer Behavior: a European Perspective (4th Ed.). USA: Pearson.

Strauss, J. & Frost, R. (2014). E-Marketing (7th Ed.). USA: Pearson.

The Cocktail Analysis. (2013). La Compra Online en Colombia. Diciembre de 2013. Retrieved from

Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). "User Acceptance of Information Technology: Towards a Unified View". MIS Quarterly, 27(3), 425-478. Retrieved from

Yu, S., Hudders, L., & Cauberghe, V. (2018). Selling luxury products online: The effect of a quality label on risk perception, purchase intention and attitude toward the brand. Journal of Electronic Commerce Research, 19(1), 16-35. Retrieved from




How to Cite

Rentería-García, J. C., Sabogal-Salamanca, M., & Mayett-Moreno, Y. (2019). So Similar and Yet So Different: Reasons for Online Purchasing, a Comparative Research in Colombia and Mexico Using Nonparametric Association Tests. Multidisciplinary Journal for Education, Social and Technological Sciences, 6(2), 92–133.