Consumer Behaviour In Internet Under The Social Psychological Model Of Veblen, El Comportamiento Del Consumidor En Internet Bajo El Modelo Psicolã“Gico Social De Veblen

This research seeks to identify, according to Veblen´ social psychological model, internal and external variables that influence the purchase of goods and services through Internet in students of a public university in Mexico. We use a non-experimental, cross-section and descriptive approach. Documentary research was conducted. Variables with each of its indicators "consumer behavior" and "characterization product/service or web site page" were described. The results show that student subordinates indicators of culture, social class, reference groups, family, role and status that could reach are clearly identifiable as external factors and the main axes of this model. Personal nature indicators and psychological are reported by contemporaries as internal factors. The results identify particular importance in the quality of the product or service they want to purchase, the price to be handled through Internet vs. the price of conventional marketing chains, the quality in the process of logistics, and after-sales service that may be received