Javier Cabeza Ramírez

Consumer clothing presents behaviors defined by pre-established trends and patterns in contemporary societies, and in general the consumption of textile products follows this trend. However, as a result of the COVID-19 pandemic and the restrictions perpetuated as a consequence of it, the consumption of textile products has been affected throughout the world. Under this premise, the objective of this research is to analyze the effect of store images, trust and perceived quality on the habits of the textile consumer in the context of the COVID-19 pandemic, for which, firstly, a review of the literature was carried out regarding the variables of the habits of the textile consumer and their relationship with the store image, trust and perceived quality, for which documents from academic search engines were taken into account, such as Scopus, Web of Science, ResearchGate and Google Scholar. On the other hand, a survey was conducted among textile consumers in Ecuador. The measurement tool was completed by 500 participants. In this way, the survey was conducted virtually through Google Forms and through the use of IBM SPSS software. The sampling technique consisted of convenience sampling. For the specific case of this investigation, it was decided to opt for the use of 500 valid questionnaires. This allowed one to propose a model of structural equations based on constructs associated with reference investigations. The main results of this research confirmed that there is a positive impact of the image of the trusted establishment on the product, as well as a positive impact on the general perceived quality of consumption habits (comparison) and on the effect of the quality of perceived service in consumption habits (planning).