Resumen

CHOQUE-YARASCA, Christel Lucero et al. Inbound marketing and online purchase intention: A PLS-SEM approach in the cleaning products industry. Revista InveCom [online]. 2026, vol.6, n.1, e601034.  Epub 15-Jul-2025. ISSN 2739-0063.  https://doi.org/10.5281/zenodo.15307475.

This study analyzes the impact of inbound marketing (IM) strategies on online purchase intention (IP) among consumers of cleaning products. A non-experimental, cross-sectional approach was adopted, applying partial least squares structural equation modeling (PLS-SEM). Data were collected through online surveys with 675 customers of five companies in the sector. The results demonstrate that inbound marketing exerts a significant influence on attitude toward behavior (ATB) and, to a lesser extent, on subjective norms (SN), both determinants of online purchase intention. Furthermore, the study concludes that inbound marketing improves the perceived value of the product and strengthens consumer trust through personalized content strategies.

Palabras clave : e-commerce; consumer behavior; digital marketing.

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