Elizabeth Emperatriz Garcia-Salirrosas, Paula Andrea Mejia Henao, Reyna Esperanza Zea Gordillo, Juan Carlos Olaya Molano, Graciela Margot Vejarano Garcia, James Aristides Pajuelo Rodriguez
The recent Covid-19 pandemic made online sales of clothing retail a necessity to survive in the market. It is for this reason that the objective of the research was to know the purchase intention of clothing consumers, through the online channel of micro, small and medium-sized enterprises (Mipyme) located in the countries of Mexico, Colombia and Peru. To do this, by means of a structural equation model, it was intended to analyze the relationships between the variables image and perceived value in the electronic context as antecedent variables of the intention to buy online, in accordance with the theoretical framework. 638 surveys were applied to young consumers in Mexico, Colombia and Peru. Sociodemographic characteristics included gender, age, country, and knowledge of a MSMEs online clothing store. The contrasting of the hypotheses indicates that the image directly and positively influences the perceived value and the purchase intention of the MSME consumer in Colombia, Mexico and Peru. This study has implications especially in the business field, since it can be considered to rethink its online commercial strategies in order to ensure its permanence in the market.