The reasons for buying online have occupied the literature of consumer behavior on the Internet for quite some time. Different theories seek to understand the relationships between different variables of purchasing behavior using this channel. However, the literature has not been sufficiently focused on making comparative analysis between countries, especially between emerging and Latin American countries. For this reason, a comparative study that seeks to understand differences between the reasons to purchase online by country. In 2017, we did survey 552 students, professors and administrative staff in two universities: one in Bogota, Colombia, and one in Puebla, Mexico using a convenience sampling. We designed a semi-structured questionnaire of 7 items, mostly categorical. Using nonparametric association tests, we discovered that in five of the six questions that are carried out there are significant statistical differences for the two countries such as why they buy in internet, payment methods, shipment, and why they would not buy in the internet . The implications for marketing for those companies interested in penetrating or improving their participation in these markets, is that they should be aware of their differences and use, depending on the country, adapted strategies.

中文翻译：

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如此相似却又如此不同：网上购物的原因，哥伦比亚和墨西哥使用非参数关联检验的比较研究

在线购物的原因已经占据了互联网上消费者行为文献的相当一段时间。不同的理论试图通过这个渠道来理解购买行为的不同变量之间的关系。但是，文献还没有充分集中在国家之间，尤其是新兴国家和拉丁美洲国家之间进行比较分析。因此，我们进行了一项比较研究，旨在了解各个国家/地区在线购买原因之间的差异。2017年，我们通过便捷抽样调查了两所大学的552名学生，教授和行政人员：一所在哥伦比亚波哥大，一所在墨西哥普埃布拉。我们设计了一个由7个项目构成的半结构化问卷，大部分都是分类的。使用非参数关联测试，我们发现，在执行的六个问题中，有五个对两国而言存在显着的统计差异，例如他们为什么在互联网上购买，付款方式，货运以及为什么他们不会在互联网上购买。对于那些有意渗透或改善其在这些市场中的参与度的公司而言，营销的意义在于，他们应该了解自己的差异和使用方法（取决于国家/地区），并采用适当的策略。