Resumen

ANDRADE DIAZ, Karla V.; MARTINEZ ALVAREZ, Luz A.  y  LOPEZ MALLAMA, Oscar M.. Profile and behaviour of the deaf digital consumer in Cali, Colombia: Barriers to online shopping. Espacios [online]. 2024, vol.45, n.4, pp.43-53.  Epub 30-Dic-2024. ISSN 2739-0071.  https://doi.org/10.48082/espacios-a24v45n04p04.

This article explores the profile of deaf shoppers in the city of Cali and their digital consumption behaviour and the difficulties they face when making purchases. The methodology was approached from a quantitative exploratory approach with convenience sampling. The most important findings are in terms of the profile, predominantly women aged 25-35 years, from strata 3-4, who use technology and social networks. Barriers such as lack of accessibility were identified, which represents opportunities to adapt strategies and promote digital inclusion.

Palabras clave : digital marketing; deaf community; purchase profile; consumer behaviour.

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