Comportamiento de compra ante el Covid-19: un estudio transversal latinoamericano desde un enfoque del marketing sanitario
DOI:
https://doi.org/10.19136/hs.a20n1.3967Abstract
Objetivo: Este artículo tiene como objetivo explorar los factores clave en los cambios de consumo en hombres y mujeres, en México, Ecuador y Colombia, por la situación de aislamiento causado por el COVID 19. Materiales y métodos: El modelo propuesto basado en Modelos Estructurales (SEM) se prueba a partir de una investigación cuantitativa con una muestra de 2065 consumidores en línea. Se realizaron los siguientes análisis estadísticos: CFA, invariancia de instrumentos de medición y análisis multigrupo con el software Smart Pls 3 y EQS 6.3. Resultados: El estudio revela que el tiempo, espacio y lugar en el proceso de consumo es más visible en el comportamiento de compra con el distanciamiento social, la sana distancia y la restricción comercial provocada por la contingencia sanitaria. Además de ser una crisis sanitaria -y humanitaria-, la pandemia presenta graves consecuencias económicas en todo el mundo como desempleo, sistemas de salud colapsados, educación sobrepasada por tecnología, suministros interrumpidos, turismo internacional y doméstico suspendido, convivencia social coartada y una demanda decreciente en el consumo. Conclusiones: A pesar de ser países latinoamericanos se hallaron diferencias en la prioridad de consumo y que ser hombre o mujer, en tiempos de crisis no cambian significativamente los comportamientos de compra y todos se han adaptado a compras en línea y a domicilio. El artículo presenta varias consideraciones sobre los elementos principales factores de consumo en tiempos de Covid-19 en un país individualista (Mx) y no encuentra diferencias sustanciales con los consumidores en un país colectivista (Co y Ec). Se hacen implicaciones prácticas para que las empresas adopten canales en línea y puedan crear estrategias de venta ante la pandemia endémica que se vive.Downloads
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