E-Commerce
Interest-based e-commerce survey data. The questionnaire consists of seven sections: The first part includes seven questions about respondents' basic information and platform usage behavior, aimed at determining if the respondents are suitable for this study. The second to seventh parts pertain to the measurement of research variables, covering user interactions, interactions with celebrities, visual appeal, perceived enjoyment, purchase intention, and self-indulgence, totaling 24 questions.
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The rise of e-commerce in Latin America has been driven by the digital presence of the younger generations and the adaptation of retail businesses to online sales channels. The COVID-19 pandemic has further accelerated this shift, forcing businesses to enhance their online commerce strategies. Peru has witnessed a notable 131\% increase in online shoppers from 2019 to 2021. However, the absence of a unique global code for product identification negatively affects the Zero Moment of Truth (ZMOT) in customer decision-making.
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