The influence of social media on online shopping behavior among university students in the city of Machala

Abstract

In Ecuadorian society, there is a growing dependence on digital networks, which directly affect emotions and consumer decisions. For this reason, the aim of this study was to analyze how social media influence the online purchasing behavior of university students in Machala, focusing on purchase decisions, compulsive buying, and consumption habits. To do this, a quantitative methodology with a correlational approach was used, surveys were administered to students from two local universities, and the model was evaluated with PLS-SEM using SmartPLS, achieving high reliability and validity. The results show significant positive effects of social media on the three dimensions of consumer behavior, with path coefficients greater than 0.76 and determination coefficients above 98%. It is concluded that social media is a trigger for youth digital consumption, influencing both rational and impulsive decisions.