Impacto de la percepción de inseguridad sobre el comportamiento del consumidor en tiendas físicas y virtuales en Guayaquil
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Publicado
abr 30, 2026
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Resumen
El incremento de la inseguridad urbana en ciudades latinoamericanas ha provocado transformaciones en los hábitos de consumo. En este contexto, la presente investigación analiza la relación entre la percepción de inseguridad y la elección del canal de compra digital en Guayaquil. Se adoptó un enfoque cuantitativo, con diseño no experimental y alcance correlacional, basado en la realización de una encuesta estructurada a 384 consumidores. El instrumento permitió la construcción de los índices de percepción de inseguridad y de elección del canal digital. Los resultados evidencian niveles moderadamente elevados de percepción de inseguridad y una predisposición representativa hacia el uso del canal digital, sin que implique el abandono del canal físico. El análisis de correlación de Pearson reveló una relación positiva y estadísticamente significativa entre las variables , evidenciando que elevados niveles de percepción de inseguridad generan mayor inclinación por el entorno digital. Asimismo, el cálculo del chi-cuadrado ratificó la existencia de una dependencia significativa entre las variables. Estos hallazgos aportan evidencia empírica desde un contexto urbano latinoamericano caracterizado por altos niveles de inseguridad, contribuyendo a ampliar la comprensión del comportamiento del consumidor en entornos riesgosos. Los resultados otorgan implicaciones relevantes para empresas, plataformas de e-commerce y responsables de políticas públicas.
Palabras clave
comercio electrónico, inseguridad urbana, entorno, canales de compra
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Citas
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Afonso, A. P., Carneiro, J., & Azevedo, A. I. (2024). The impact of COVID-19 on e-commerce: A systematic review of the literature on the purchasing behavior of online retail consumers. Journal of Marketing Research and Case Studies, 403212. https://doi.org/10.5171/2024.403212
Alrawad, M., Lutfi, A., Alyatama, S., Al Khattab, A., Alsoboa, S. S., Almaiah, M. A., … (2023). Assessing customers’ perception of online shopping risks: A structural equation modeling–based multigroup analysis. Journal of Retailing and Consumer Services, 71, 103188. https://doi.org/10.1016/j.jretconser.2022.103188
Bermejo Rodríguez, G. A., Flores Villanueva, C. A., & Núñez García, A. (2023). El comportamiento de compras en línea en un contexto de pandemia Covid-19. Vinculatégica, 8(2), 134-144. https://doi.org/10.29105/vtga8.2-299
Blömker, J., & Albrecht, C.M. (2024). Psychographic segmentation of multichannel customers: Investigating the influence of individual differences on channel choice and switching behavior. Journal of Retailing and Consumer Services, 79, 103806. https://doi.org/10.1016/j.jretconser.2024.103806
Bravo-Bravo, I. F., Hurtado-Guevara, R. F., Proaño-González, E. A., & López-Pérez, P. J. (2025). Transformación digital y resiliencia organizacional en entornos postpandémicos. Revista Científica Ciencia y Método, 3(2), 44–58. https://doi.org/10.55813/gaea/rcym/v3/n2/4
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Chen, J., Wu, Y., & Jiang, X. (2022). Research on consumer purchasing channel choice based on product tolerance: The mediating role of rationalization. Frontiers in Psychology, 13, 823470. https://doi.org/10.3389/fpsyg.2022.823470
Crespo, Á. H., del Bosque, I. R., & de los Salmones Sánchez, M. M. G. (2009). The influence of perceived risk on Internet shopping behavior: a multidimensional perspective. Journal of Risk Research, 12(2), 259–277. https://doi.org/10.1080/13669870802497744
Cuenca, M. C. S., & Pérez, N. E. (2025). The role of social media as a source of information and perception of insecurity. European Journal on Criminal Policy and Research, 31, 377–398. https://doi.org/10.1007/s10610-025-09628-x
Fihartini, Y., Helmi, A., Hassan, M., & Oesman, Y. M. (2021). Perceived health risk, online retail ethics, and consumer behavior within online shopping during the COVID-19 pandemic. Innovative Marketing, 17(3), 17-29. https://doi.org/10.21511/im.17(3).2021.02
Ghosh, M. (2024). Meta-analytic review of online purchase intention: Conceptualising the study variables. Cogent Business & Management, 11(1), 2296686. https://doi.org/10.1080/23311975.2023.2296686
Guevara Torres, R. J., Romero Granda, L. D., & Salcedo-Muñoz, V. E. (2025). Índice de prosperidad urbana: percepción de la variable seguridad en el cantón Santa Rosa – Ecuador. Mujer Andina, 3(2), 15–30. https://doi.org/10.36881/ma.v3i2.1012
Herrera Dávila, R., & Soto Martínez, D. (2024). Análisis del efecto de la delincuencia en la gestión de las micro y pequeñas empresas en Quito en 2023. Universidad Central del Ecuador. https://www.dspace.uce.edu.ec/handle/25000/35689
Hipólito, F., Dias, Á., & Pereira, L. (2025). Influence of Consumer Trust, Return Policy, and Risk Perception on Satisfaction with the Online Shopping Experience. Systems, 13(3), 158. https://doi.org/10.3390/systems13030158
INEC. (2022). Boletín Técnico Nacional del Censo Ecuador. https://www.censoecuador.gob.ec/public/Boletin_Nacional.htm
Karaoglan, S., & Hamsioglu, A. (2022). Online retail food shopping during the COVID-19 pandemic period. Journal of Mehmet Akif Ersoy University Economics and Administrative Sciences Faculty, 9(2), 1400–1419. https://doi.org/10.30798/makuiibf.1097375
Lakchan, U. G. C., & Samaraweera, G. C. (2023). The Influence of Customer Perceived Risk on Online Purchasing Intention: Fast Fashion Retail in Sri Lanka. Kelaniya Journal of Management, 12(3), 1–14. https://doi.org/10.4038/kjm.v12i3.7748
Lu, F., Lin, Z., Zhou, F., Lin, J., & Zhang, J. (2024). Online shopping consumer perception analysis and future research directions. PeerJ Computer Science, 10, e1777. https://doi.org/10.7717/peerj-cs.1777
Makhitha, K.M. and Ngobeni, K.M. (2024). The Effect of Perceived Risk in Online Shopping Intention: Does Attitude Mediate the Relationship? Expert Journal of Marketing, 12(1), pp.1-22. https://marketing.expertjournals.com/ark:/16759/EJM_1201makhitha1-22.pdf
Margalina, V. M., Sánchez, Á. J., & Magno, C. L. A. (2023). Intención de compra y confianza del consumidor en las empresas de venta-online del sector moda de Ecuador y Perú. Redmarka Revista de Marketing Aplicado, 27(1), 40-54. https://doi.org/10.17979/redma.2023.27.1.9602
Nasidi, Q. Y., Hassan, I., Ahmad, M. F., et al. (2022). Effects of Advertising, Online Risk, Perceived Usefulness, and Reliability on Online Shopping Behavior. International Journal of Marketing, Communication and New Media, 10(18), 206–228. https://doi.org/10.54663/2182-9306.2022.v10.n18.206-228
Nepomuceno, M. V., Laroche, M., & Richard, M. (2014). How to reduce perceived risk when buying online: The interactions between intangibility, product knowledge, brand familiarity, privacy and security concerns. Journal Of Retailing And Consumer Services, 21(4), 619-629. https://doi.org/10.1016/j.jretconser.2013.11.006
Octaviani, E. S., & Gunawan, H. (2018). Perceived Risk on Consumer Online Shopping Behaviour. Journal of Applied Accounting and Taxation, 3(2), 203–209. https://doi.org/10.30871/jaat.v3i2.876
Ortega-Vivanco, M. (2020). Efectos del COVID-19 en el comportamiento del consumidor: Caso Ecuador. Retos, 10(20), 233–247. https://doi.org/10.17163/ret.n20.2020.03
Phamthi, V. A., Nagy, Á., & Ngo, T. M. (2024). The influence of perceived risk on purchase intention in e‐commerce—Systematic review and research agenda. International Journal Of Consumer Studies, 48(4). https://doi.org/10.1111/ijcs.13067
Pinazo-Dallenbach, P. (2021). Los efectos de la inseguridad ciudadana sobre el emprendimiento: Un freno al desarrollo de Latinoamérica. Studies of Applied Economics, 39(3). https://doi.org/10.25115/eea.v39i2.3876
Rawat, D. S., & KC, H. (2024). Perceived Risk and Online Shopping Behavior: Evidence from Karnali Province. Journal of Entrepreneurship & Management Studies, 1(2), 91–101. https://doi.org/10.3126/jems2.v1i2.67795
Sajid, S., & Rashid, R. M. (2022). Changing trends of consumers’ online buying behavior during COVID-19 with moderating roles of payment mode and gender. Frontiers in Psychology, 13, 919334. https://doi.org/10.3389/fpsyg.2022.919334
Sánchez-Alzate, J. A. & Sánchez-Torres, J. A. (2017). Analysis of social factors and their relationship with perceived risk for e-commerce purchases. DYNA, 84(200), 335–341. https://doi.org/10.15446/dyna.v84n200.54161
Titiloye, I., Sarker, M. A. A., Asgari, H., & Jin, X. (2023). Online and in-store shopping interactions for non-essential experience goods. Computational Urban Science, 3(29). https://doi.org/10.1007/s43762-023-00105-x
Vela, J., Olmedo, C., & Ibarra, M. (2024). E-commerce: experiencia, seguridad, confianza y satisfacción. Investigación Administrativa, 53-1, 1-17. https://doi.org/10.35426/iav53n133.05
Wai, K., Dastane, O., Johari, Z., & Ismail, N. B. (2020). Perceived risk factors affecting consumers’ online shopping behaviour. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3498766
Wang, Q., Li, Y., & Meng, F. (2022). Perceived risk, trust, and consumer online purchase decision in uncertain environments. Journal of Business Research, 145, 52–67. https://doi.org/10.1016/j.jbusres.2022.02.041
Wolf, L. (2022). Factors of customers’ channel choice in an omnichannel environment: A systematic literature review. Management Review Quarterly. https://doi.org/10.1007/s11301-022-00281-w
Zamfirache, A., Neacșu, N. A., Madar, A., Bălășescu, S., Bălășescu, M., & Purcaru, I. (2024). Behavioural differences and purchasing experiences through online commerce or offline within mall-based retail structures. Electronic Commerce Research, 25(5), 4159-4191. https://doi.org/10.1007/s10660-024-09879-6
Zhang, X., & Yu, X. (2020). The Impact of Perceived Risk on Consumers’ Cross-Platform Buying Behavior. Frontiers In Psychology, 11, 592246. https://doi.org/10.3389/fpsyg.2020.592246
Zotova, O., & Tarasova, L. (2024). Psychological security of urban dwellers and the subject–spatial environment of the city. Urban Science, 8(3), 119. https://doi.org/10.3390/urbansci8030119
Afonso, A. P., Carneiro, J., & Azevedo, A. I. (2024). The impact of COVID-19 on e-commerce: A systematic review of the literature on the purchasing behavior of online retail consumers. Journal of Marketing Research and Case Studies, 403212. https://doi.org/10.5171/2024.403212
Alrawad, M., Lutfi, A., Alyatama, S., Al Khattab, A., Alsoboa, S. S., Almaiah, M. A., … (2023). Assessing customers’ perception of online shopping risks: A structural equation modeling–based multigroup analysis. Journal of Retailing and Consumer Services, 71, 103188. https://doi.org/10.1016/j.jretconser.2022.103188
Bermejo Rodríguez, G. A., Flores Villanueva, C. A., & Núñez García, A. (2023). El comportamiento de compras en línea en un contexto de pandemia Covid-19. Vinculatégica, 8(2), 134-144. https://doi.org/10.29105/vtga8.2-299
Blömker, J., & Albrecht, C.M. (2024). Psychographic segmentation of multichannel customers: Investigating the influence of individual differences on channel choice and switching behavior. Journal of Retailing and Consumer Services, 79, 103806. https://doi.org/10.1016/j.jretconser.2024.103806
Bravo-Bravo, I. F., Hurtado-Guevara, R. F., Proaño-González, E. A., & López-Pérez, P. J. (2025). Transformación digital y resiliencia organizacional en entornos postpandémicos. Revista Científica Ciencia y Método, 3(2), 44–58. https://doi.org/10.55813/gaea/rcym/v3/n2/4
Cámara Ecuatoriana de Comercio Electrónico. (2025). Estudio de transacciones no presenciales en Ecuador – VII medición. https://cece.ec/wp-content/uploads/estudios-ecommerce-ec/Estudio-Ecommerce-2025-VII-Medicion.pdf
Chen, J., Wu, Y., & Jiang, X. (2022). Research on consumer purchasing channel choice based on product tolerance: The mediating role of rationalization. Frontiers in Psychology, 13, 823470. https://doi.org/10.3389/fpsyg.2022.823470
Crespo, Á. H., del Bosque, I. R., & de los Salmones Sánchez, M. M. G. (2009). The influence of perceived risk on Internet shopping behavior: a multidimensional perspective. Journal of Risk Research, 12(2), 259–277. https://doi.org/10.1080/13669870802497744
Cuenca, M. C. S., & Pérez, N. E. (2025). The role of social media as a source of information and perception of insecurity. European Journal on Criminal Policy and Research, 31, 377–398. https://doi.org/10.1007/s10610-025-09628-x
Fihartini, Y., Helmi, A., Hassan, M., & Oesman, Y. M. (2021). Perceived health risk, online retail ethics, and consumer behavior within online shopping during the COVID-19 pandemic. Innovative Marketing, 17(3), 17-29. https://doi.org/10.21511/im.17(3).2021.02
Ghosh, M. (2024). Meta-analytic review of online purchase intention: Conceptualising the study variables. Cogent Business & Management, 11(1), 2296686. https://doi.org/10.1080/23311975.2023.2296686
Guevara Torres, R. J., Romero Granda, L. D., & Salcedo-Muñoz, V. E. (2025). Índice de prosperidad urbana: percepción de la variable seguridad en el cantón Santa Rosa – Ecuador. Mujer Andina, 3(2), 15–30. https://doi.org/10.36881/ma.v3i2.1012
Herrera Dávila, R., & Soto Martínez, D. (2024). Análisis del efecto de la delincuencia en la gestión de las micro y pequeñas empresas en Quito en 2023. Universidad Central del Ecuador. https://www.dspace.uce.edu.ec/handle/25000/35689
Hipólito, F., Dias, Á., & Pereira, L. (2025). Influence of Consumer Trust, Return Policy, and Risk Perception on Satisfaction with the Online Shopping Experience. Systems, 13(3), 158. https://doi.org/10.3390/systems13030158
INEC. (2022). Boletín Técnico Nacional del Censo Ecuador. https://www.censoecuador.gob.ec/public/Boletin_Nacional.htm
Karaoglan, S., & Hamsioglu, A. (2022). Online retail food shopping during the COVID-19 pandemic period. Journal of Mehmet Akif Ersoy University Economics and Administrative Sciences Faculty, 9(2), 1400–1419. https://doi.org/10.30798/makuiibf.1097375
Lakchan, U. G. C., & Samaraweera, G. C. (2023). The Influence of Customer Perceived Risk on Online Purchasing Intention: Fast Fashion Retail in Sri Lanka. Kelaniya Journal of Management, 12(3), 1–14. https://doi.org/10.4038/kjm.v12i3.7748
Lu, F., Lin, Z., Zhou, F., Lin, J., & Zhang, J. (2024). Online shopping consumer perception analysis and future research directions. PeerJ Computer Science, 10, e1777. https://doi.org/10.7717/peerj-cs.1777
Makhitha, K.M. and Ngobeni, K.M. (2024). The Effect of Perceived Risk in Online Shopping Intention: Does Attitude Mediate the Relationship? Expert Journal of Marketing, 12(1), pp.1-22. https://marketing.expertjournals.com/ark:/16759/EJM_1201makhitha1-22.pdf
Margalina, V. M., Sánchez, Á. J., & Magno, C. L. A. (2023). Intención de compra y confianza del consumidor en las empresas de venta-online del sector moda de Ecuador y Perú. Redmarka Revista de Marketing Aplicado, 27(1), 40-54. https://doi.org/10.17979/redma.2023.27.1.9602
Nasidi, Q. Y., Hassan, I., Ahmad, M. F., et al. (2022). Effects of Advertising, Online Risk, Perceived Usefulness, and Reliability on Online Shopping Behavior. International Journal of Marketing, Communication and New Media, 10(18), 206–228. https://doi.org/10.54663/2182-9306.2022.v10.n18.206-228
Nepomuceno, M. V., Laroche, M., & Richard, M. (2014). How to reduce perceived risk when buying online: The interactions between intangibility, product knowledge, brand familiarity, privacy and security concerns. Journal Of Retailing And Consumer Services, 21(4), 619-629. https://doi.org/10.1016/j.jretconser.2013.11.006
Octaviani, E. S., & Gunawan, H. (2018). Perceived Risk on Consumer Online Shopping Behaviour. Journal of Applied Accounting and Taxation, 3(2), 203–209. https://doi.org/10.30871/jaat.v3i2.876
Ortega-Vivanco, M. (2020). Efectos del COVID-19 en el comportamiento del consumidor: Caso Ecuador. Retos, 10(20), 233–247. https://doi.org/10.17163/ret.n20.2020.03
Phamthi, V. A., Nagy, Á., & Ngo, T. M. (2024). The influence of perceived risk on purchase intention in e‐commerce—Systematic review and research agenda. International Journal Of Consumer Studies, 48(4). https://doi.org/10.1111/ijcs.13067
Pinazo-Dallenbach, P. (2021). Los efectos de la inseguridad ciudadana sobre el emprendimiento: Un freno al desarrollo de Latinoamérica. Studies of Applied Economics, 39(3). https://doi.org/10.25115/eea.v39i2.3876
Rawat, D. S., & KC, H. (2024). Perceived Risk and Online Shopping Behavior: Evidence from Karnali Province. Journal of Entrepreneurship & Management Studies, 1(2), 91–101. https://doi.org/10.3126/jems2.v1i2.67795
Sajid, S., & Rashid, R. M. (2022). Changing trends of consumers’ online buying behavior during COVID-19 with moderating roles of payment mode and gender. Frontiers in Psychology, 13, 919334. https://doi.org/10.3389/fpsyg.2022.919334
Sánchez-Alzate, J. A. & Sánchez-Torres, J. A. (2017). Analysis of social factors and their relationship with perceived risk for e-commerce purchases. DYNA, 84(200), 335–341. https://doi.org/10.15446/dyna.v84n200.54161
Titiloye, I., Sarker, M. A. A., Asgari, H., & Jin, X. (2023). Online and in-store shopping interactions for non-essential experience goods. Computational Urban Science, 3(29). https://doi.org/10.1007/s43762-023-00105-x
Vela, J., Olmedo, C., & Ibarra, M. (2024). E-commerce: experiencia, seguridad, confianza y satisfacción. Investigación Administrativa, 53-1, 1-17. https://doi.org/10.35426/iav53n133.05
Wai, K., Dastane, O., Johari, Z., & Ismail, N. B. (2020). Perceived risk factors affecting consumers’ online shopping behaviour. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3498766
Wang, Q., Li, Y., & Meng, F. (2022). Perceived risk, trust, and consumer online purchase decision in uncertain environments. Journal of Business Research, 145, 52–67. https://doi.org/10.1016/j.jbusres.2022.02.041
Wolf, L. (2022). Factors of customers’ channel choice in an omnichannel environment: A systematic literature review. Management Review Quarterly. https://doi.org/10.1007/s11301-022-00281-w
Zamfirache, A., Neacșu, N. A., Madar, A., Bălășescu, S., Bălășescu, M., & Purcaru, I. (2024). Behavioural differences and purchasing experiences through online commerce or offline within mall-based retail structures. Electronic Commerce Research, 25(5), 4159-4191. https://doi.org/10.1007/s10660-024-09879-6
Zhang, X., & Yu, X. (2020). The Impact of Perceived Risk on Consumers’ Cross-Platform Buying Behavior. Frontiers In Psychology, 11, 592246. https://doi.org/10.3389/fpsyg.2020.592246
Zotova, O., & Tarasova, L. (2024). Psychological security of urban dwellers and the subject–spatial environment of the city. Urban Science, 8(3), 119. https://doi.org/10.3390/urbansci8030119