Consumer Happiness in Digital Markets as a Result of Brand Value and Service Quality

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dc.creatorGómez-Sánchez, David
dc.creatorGrimaldo-Reyes, Sanjuana Edith
dc.creatorUrbiola-Rodríguez, Rosa Isela
dc.creatorLópez Gama, Héctor
dc.date2026-06-09
dc.date.accessioned2026-06-10T06:00:30Z
dc.descriptionObjective: In the context of digital commerce, companies seek not only to satisfy consumer needs but also to create experiences that foster consumer happiness and strengthen connections with their brands. This has encouraged firms to enhance consumer experiences by developing strategies that generate a meaningful impact. Against this backdrop, this study aimed to analyze the effect of e-service quality and brand value on consumer happiness across e-commerce platforms such as Amazon, Mercado Libre, Shein, Temu, and Shopee.Design/Methodology: A quantitative methodology with a descriptive and correlational design was employed. The sample consisted of 196 individuals selected through simple random sampling. The instrument included items designed to measure consumer happiness, brand value, and e-service quality. Data were analyzed using SPSS v.25 for descriptive analyses and SmartPLS v.4.1 for structural equation modeling (PLS-SEM).Findings: E-service quality was found to influence consumer happiness both directly and indirectly. The indirect effect occurs through brand value, particularly through the loyalty dimension, which also impacts consumer happiness.Conclusions: The results suggest that e-commerce companies should strengthen the quality of their digital services and implement strategies aimed at building brand value, especially those focused on fostering customer loyalty, in order to enhance consumer happiness and satisfaction.Originality: This study presents a structural equation model linking e-service quality, brand value, and consumer happiness, while highlighting the mediating role of brand value in e-commerce environments. It also contributes to the understanding of the factors that influence consumer happiness, considering service quality and brand value as key variables.en-US
dc.descriptionObjetivo: en el contexto del comercio digital, las empresas no solo buscan satisfacer necesidades, sino también crear experiencias que promuevan la felicidad del consumidor y refuercen su conexión con la marca. Esto las motiva a mejorar las experiencias de los consumidores, por lo que desarrollan estrategias que generen impacto significativo. En este contexto, esta investigación tuvo como objetivo analizar el efecto de la calidad del servicio electrónico y el valor de marca en la felicidad del consumidor en plataformas de comercio electrónico: Amazon, Mercado Libre, Shein, Temu y Shopee.Diseño/metodología: se empleó una metodología cuantitativa con diseño descriptivo-correlacional. La muestra fue de 196 personas, seleccionadas mediante un muestreo probabilístico aleatorio simple. El instrumento incluyó ítems para medir la felicidad, valor de marca y la calidad del servicio electrónico. Los datos se analizaron mediante SPSS v.25 para análisis descriptivos y con Smart PLS v.4.1 para ecuaciones estructurales (PLS-SEM).Resultados: la calidad del servicio electrónico influye de manera directa e indirecta en la felicidad del consumidor. El efecto indirecto se produce a través del valor de marca, particularmente mediante la dimensión de lealtad, que también impacta en la felicidad del consumidor.Conclusiones: se plantea que las empresas de comercio electrónico fortalezcan la calidad del servicio digital y desarrollen estrategias orientadas a la construcción de valor de marca, especialmente aquellas orientadas a fomentar la lealtad de cliente, con el fin de aumentar la felicidad y satisfacción del consumidor.Originalidad: se presenta un modelo de ecuaciones estructurales que vincula la calidad del servicio electrónico, el valor de marca y la felicidad del consumidor, destacando el papel mediador del valor de marca en entornos de comercio electrónico. Esta investigación contribuye a explorar factores que influyen en la felicidad del consumidor, considerando la calidad del servicio y el valor de marca como variables claves. es-ES
dc.formatapplication/pdf
dc.identifierhttps://revistas.itm.edu.co/index.php/revista-cea/article/view/3862
dc.identifier10.22430/24223182.3862
dc.identifier.urihttps://hdl.handle.net/20.500.12622/8172
dc.languagespa
dc.publisherInstitución Universitaria ITMen-US
dc.relationhttps://revistas.itm.edu.co/index.php/revista-cea/article/view/3862/4108
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dc.rightsCopyright (c) 2026 David Gómez-Sánchez, Sanjuana Edith Grimaldo-Reyes, Rosa Isela Urbiola-Rodríguez, Héctor López Gamaen-US
dc.rightshttps://creativecommons.org/licenses/by-nc-sa/4.0en-US
dc.sourceRevista CEA; Vol. 12 No. 29 (2026); Art. e3862en-US
dc.sourceRevista CEA; Vol. 12 Núm. 29 (2026); Art. e3862es-ES
dc.source2422-3182
dc.source2390-0725
dc.subjectCalidad del servicio electrónicoes-ES
dc.subjectfelicidad del consumidores-ES
dc.subjectvalor de marcaes-ES
dc.subjectmercados digitaleses-ES
dc.subjecte-service qualityen-US
dc.subjectconsumer happinessen-US
dc.subjectbrand valueen-US
dc.subjectdigital marketsen-US
dc.titleConsumer Happiness in Digital Markets as a Result of Brand Value and Service Qualityen-US
dc.titleLa felicidad de los consumidores de mercados digitales como resultado del valor de marca y de la calidad del servicioes-ES
dc.typeinfo:eu-repo/semantics/article
dc.typeinfo:eu-repo/semantics/publishedVersion

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