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
References
Jagdish N. Sheth The Howard-Sheth Theory of Buyer Behavior Wiley & Sons, New Delhi, India (2020)
Jagdish N. Sheth Next Frontiers of Research in Data Driven Marketing: Will Techniques Keep Up With Data Tsunami? Journal of Business Research (2020) in press
G. Hofstede, G.J. Hofstede, M. Minkov Cultures and Organizations: Software of the Mind. Revised and Expanded (third ed.), McGraw-Hill, N.-Y. (2010)
G. Hofstede Dimensions data matrix Retrieved from https://geerthofstede.com/research-and-vsm/dimension-data-matrix/ (2015)
Heymann et al., Global health security: the wider lessons from the West African Ebola virus disease epidemic. Lancet 2015; 385(9980): 1884-1901.
Shereen, M. A., Khan, S., Kazmi, A., Bashir, N., & Siddique, R. (2020). COVID-19 infection: Origin, transmission, and characteristics of human coronaviruses. Journal of Advanced Research.
WHO- World Health Organization (2020a). Coronavirus disease (COVID-19) Situation report - 1 Coronavirus disease 2019 (COVID-19). 21 January (10:00 GMT). Retrieved from: https://www.who.int/docs/default-source/coronaviruse/situation-reports/20200121-sitrep-1-2019-ncov.pdf?sfvrsn=20a99c10_4
D.S. Hui, et al. The continuing 2019-nCoV epidemic threat of novel coronaviruses to global health - the latest 2019 novel coronavirus outbreak in Wuhan, China Int. J. Infect. Dis., 91 (2020), pp. 264-266
N. Zhu, et al. A novel coronavirus from patients with pneumonia in China, 2019 N Engl J Med (2020)
S. Perlman Another decade, another coronavirus N. Engl. J. Med. (2020), 10.1056/NEJMe2001126
WHO- World Health Organization (2020b). Coronavirus disease (COVID-19) Situation report - 51 Coronavirus disease 2019 (COVID-19).
March 2020 (10:00 GMT). Retrieved from: https://www.who.int/docs/default-source/coronaviruse/situation-reports/20200311-sitrep-51-covid-19.pdf?sfvrsn=1ba62e57_10
WHO- World Health Organization (2020c). Coronavirus disease (COVID-19) Situation report - 77 Coronavirus disease 2019 (COVID-19). 6 April 2020 (10:00 GMT). Retrieved from: https://www.who.int/docs/default-source/coronaviruse/situation-reports/20200406-sitrep-77-covid-19.pdf?sfvrsn=21d1e632_2
WHO- World Health Organization (2020d). Coronavirus disease (COVID-19) Situation Report – 132. 31 May 2020 (10:00 GMT). Retrieved from: https://www.who.int/docs/default-source/coronaviruse/situation-reports/20200531-covid-19-sitrep-132.pdf?sfvrsn=d9c2eaef_2
Paho,2020 Cumulative confirmed and probable COVID-19 cases reported by countries and territories in the Americas, as of 28 July 2020 Updated as of 3PM Retrieved from : https://ais.paho.org/phip/viz/COVID19Table.asp
Worldometers.org COVID-19 CORONAVIRUS PANDEMIC Last updated: July 29, 2020, 22:04 GMT Retrieved from: https://www.worldometers.info/coronavirus/
WHO- World Health Organization (2020e). Coronavirus disease (COVID-19) Situation report - 190 Coronavirus disease 2019 (COVID-19). 6 April 2020 (10:00 GMT). Retrieved from: https://www.who.int/docs/default-source/coronaviruse/situation-reports/20200728-covid-19-sitrep-190.pdf?sfvrsn=fec17314_2
C.H. Lien, Y. Cao Examining WeChat users' motivations, trust, attitudes, and positive word-of-mouth: evidence from China Comput. Hum. Behav., 41 (2014), pp. 104-111
A. Shaouf, K. Lü, X. Li The effect of web advertising visual design on online purchase intention: an examination across gender Comput. Hum. Behav., 60 (2016), pp. 622-634
G. Allport Attitudes C. Murchinson (Ed.), Handbook of social psychology (1935)
M. Fishbein, I. Ajzen Belief, Attitude, Intention, and Behavior: an Introduction to Theory and Research (1977)
Torales, J., O’Higgins, M., Castaldelli-Maia, J. M., & Ventriglio, A. (2020). The outbreak of COVID-19 coronavirus and its impact on global mental health. International Journal of Social Psychiatry, 0020764020915212.
C. Groening, J. Sarkis, Q. Zhu Green marketing consumer-level theory review: A compendium of applied theories and further research directions Journal of Cleaner Production, 172 (2018), pp. 18448-21866
G.A. Guagnano, P.C. Stern, T. Dietz Influences on attitude-behavior relationships. A natural experiment with curbside recycling Environment and Behavior, 27 (5) (1995), pp. 699-718
P. Stern, T. Dietz, T. Abel, G. Guagnano, L. Kalof A Value-Belief-Norm Theory of support for social movements: The case of environmentalism Human Ecology Review (1999), pp. 81-97
Schiffman, L.G. & Kanuk, L.L. (2001). Comportamiento del Consumidor. Prentice Hall.
Kotler, Ph. & Armstrong, G. (2008). Principles of Marketing, 12th Edition. New Jersey: Pearson Education International, (Chapter 5)
Solomon, M. R. (2009). Consumer Behavior. Buying, having and being. New Jersey: Pearson Prentice Hall, (Chapter 5).
Cornelis, P.C.M. (2010), Effects of co-branding in the theme park industry: Apreliminary study. International Journal of Contemporary Hospitality Management, 22(6), 775-796
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer behavior (8 ed). Forth Worth, TX: The Dryden Press
G.B. Verdugo, H.R. Ponce Gender differences in millennial consumers of Latin America associated with conspicuous consumption of new luxury godos Global Bus. Rev. (2020) 097215092090900
E. Mazaheri, M.-O. Richard, M. Laroche Online consumer behavior: J. Bus. Res., 64 (9) (2011), pp. 958-965
A. Engelen and M. Brettel Assessing cross-cultural marketing theory and research J. Bus. Res., 64 (5) (2011), pp. 516-523
Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A., & Siqueira-Junior, J. R. (2020). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(6), e04284
N.C. See-Pui Intention to purchase on social commerce websites across cultures: a cross-regional study Inf. Manag., 50 (8) (2013), pp. 609-620
V. Wanick, R. Dunn, A. Ranchhod, G. Wills Analysing cross-cultural design in advergames: a comparison between the UK and Brazil EAI Endorsed Trans. Game-Based Learn., 5 (17) (2019), p. 156150
R. Inglehart Modernización y posmodernización: El cambio cultural, económico y político en 43 sociedades CIS (1997)
R. Inglehart, C. Haerpfer, A. Moreno, C. Welzel, K. Kizilova, J. Diez-Medrano, M. Lagos, P. Norris, E. Ponarin, B. Puranen, et al. World Values Survey: Round Six – Country-Pooled Datafile Version, JD Systems Institute, Madrid (2014) http://www.worldvaluessurvey.org/WVSDocumentationWV6.jspYang and Jolly, 2009
Gert Jan Hofstede BOSS Blog 9 – Corona across cultures 8 April 2020 by Gert Jan Divided, we stand; united, we fall? Corona across cultures By, 2020 04 08 Retrieved from: https://geerthofstede.com/boss-blog-9-corona-across-cultures/
C.J. Armitage, M. Conner Efficacy of the theory of planned behaviour: a meta-analytic review Br. J. Soc. Psychol., 40 (4) (2001), pp. 471-499
E. Beuckels, L. Hudders An experimental study to investigate the impact of image interactivity on the perception of luxury in an online shopping context J. Retailing Consum. Serv., 33 (2016), pp. 135-142
T.N. Nguyen, A. Lobo, S. Greenland Pro-environmental purchase behaviour: the role of consumers' biospheric values J. Retailing Consum. Serv., 33 (2016), pp. 98-108
C.-L. Wei, C.-T. Ho Exploring signaling roles of service providers’ reputation and competence in influencing perceptions of service quality and outsourcing intentions J. Organ. End User Comput., 31 (1) (2019), pp. 86-109
M. Sundström, S. Hjelm-Lidholm, A. Radon Clicking the boredom away–Exploring impulse fashion buying behavior onlineJ. Retailing Consum. Serv., 47 (2019), pp. 150-156
Habel, J., Jarotschkin, V., Schmitz, B., Eggert, A., & Plötner, O. Industrial buying during the coronavirus pandemic: A cross-cultural study. Industrial Marketing Management (2020).
Sheth, J. (2020c). Impact of Covid-19 on Consumer Behavior: Will the Old Habits Return or Die? Journal of Business Research Volume 117, September 2020, Pages 280-283
Schewe, C. D., & Meredith, G. (2004). Segmenting global markets by generational cohorts: Determining motivations by age. Journal of Consumer Behaviour, 4(1), 51e63.
M. Schlossberg Teen Generation Z is being called 'millennials on steroids,' and that could be terrifying for retailers (2016)
Bernstein Move over millennials – here comes Gen Z. Ad age (2015) Retrieved from http://adage.com/article/cmo-strategy/move-millennials-gen-z/296577/
J. Van den Bergh, M. Behrer How cool brands stay hot: Branding to Generations Y and Z Kogan Page Publishers, London (2016)
Ringle, C. M., Wende, S., and Becker, J.-M. 2015. "SmartPLS 3." Boenningstedt: SmartPLS GmbH, http://www.smartpls.com.
Downloads
Published
Issue
Section
How to Cite
