Purchase Decision in Virtual Commerce: The Role of Knowledge and Exposure Among Peruvian Retail Consumers

Saravia-Ramos G.D.P.; Carhuancho-Mendoza I.M.; Yactayo D.L.P.; Labajos F.A.N. · Human Behavior and Emerging Technologies (2026) · DOI: 10.1155/hbe2/8549569

Resumen

The rapid expansion of e-commerce has transformed the way consumers interact with products, brands, and digital platforms, particularly in emerging markets such as Peru. Understanding the factors that shape online purchasing decisions has therefore become increasingly relevant for both researchers and practitioners. This study examines the influence of digital media exposure and knowledge of the virtual environment on purchase decisions among Peruvian retail consumers. Using a quantitative, cross-sectional design, data were collected from 385 individuals with prior online shopping experience and analyzed through linear regression and structural equation modeling (SEM). The findings reveal that both digital exposure and knowledge significantly contribute to purchase decisions; however, knowledge of the digital environment emerged as the stronger predictor. These results suggest that successful online purchasing is not driven solely by repeated exposure to digital content but also by consumers′ familiarity with digital platforms, their confidence in online transactions, and their ability to understand the purchasing process. The study highlights the importance of developing digital environments that combine visibility with transparency, usability, and consumer empowerment. Furthermore, it provides evidence from an emerging economy, contributing to current discussions on digital consumer behavior and opening avenues for future research on trust, authenticity, and perceived risk in online commerce. Copyright

Instituciones: Universidad César Vallejo