EFECTOS DE LA INFLUENCIA SOCIAL Y LA CALIDAD PERCIBIDA EN LA INTENCIÓN DE COMPRA DE PRODUCTOS NACIONALES
##plugins.themes.bootstrap3.article.sidebar##
Publicado
ago 31, 2022
##plugins.themes.bootstrap3.article.main##
Resumen
Este trabajo investiga la influencia que tiene la calidad percibida y la influencia social, sobre las intenciones de compra de los productos nacionales. Investigaciones previas han determinado que la intención de compra es clave en el marketing moderno como instrumento predictivo de las ventas, la calidad percibida impulsa en forma positiva el valor de la marca, y la influencia social puede llevar a adoptar los mismos productos y servicios entre consumidores. Se realizó un levantamiento de información usando cuestionarios validados que miden las variables de análisis, con esta información se realizó un modelo de regresión lineal; este método permite estimar el impacto que tienen estas variables sobre la intención de compra de productos nacionales. Los hallazgos han establecido que la influencia social y la calidad percibida tienen un efecto positivo y significativo en la intención de compra de los productos nacionales.
Palabras clave
Productos, consumidor, marketing, información, datos
##plugins.themes.bootstrap3.article.details##
Aquellos autores/as que tengan publicaciones con esta revista, aceptan los términos siguientes:
- Los autores/as conservarán sus derechos de autor y garantizarán a la revista el derecho de primera publicación de su obra, el cuál estará simultáneamente sujeto a la Licencia de reconocimiento de Creative Commons que permite a terceros compartir la obra siempre que se indique su autor y su primera publicación esta revista.
- Los autores/as podrán adoptar otros acuerdos de licencia no exclusiva de distribución de la versión de la obra publicada (p. ej.: depositarla en un archivo telemático institucional o publicarla en un volumen monográfico) siempre que se indique la publicación inicial en esta revista.
- Se permite y recomienda a los autores/as difundir su obra a través de Internet (p. ej.: en archivos telemáticos institucionales o en su página web) antes y durante el proceso de envío, lo cual puede producir intercambios interesantes y aumentar las citas de la obra publicada. (Véase El efecto del acceso abierto).
Este obra está bajo una licencia de Creative Commons Reconocimiento 4.0 Internacional
Citas
Aaker, D. 2009. Managing Brand Equity. simon and schuster.
Ajzen, I. 1991. “The Theory of Planned Behavior.” Organizational Behavior and Human Decision Processes 50(2):179–211. doi: https://doi.org/10.1016/0749-5978(91)90020-T.
Aragoncillo, L., y Orús, C. 2018. “Impulse Buying Behaviour: An Online-Offline Comparative and the Impact of Social Media.” Spanish Journal of Marketing - ESIC 22(1):42–62. doi: https://doi.org/10.1108/SJME-03-2018-007.
BCE. 2020. Información Estadística Mensual No. 2026.
Blackwell, R., C. DSouza, M. Taghian, P. Miniard, y J. Engel. 2006. Consumer Behaviour: An Asia Pacific Approach. Thomson.
Brook, U., y Heim, M. 1991. “A Pilot Study to Investigate Whether Sport Influences Psychological Parameters in the Personality of Asthmatic Children.” Family Practice 8(3):213–15. doi: https://doi.org/10.1093/fampra/8.3.213.
Burnkrant, R y Cousineau, A. 1975. “Informational and Normative Social Influence in Buyer Behavior.” Journal of Consumer Research 2(3):206–15.
Cialdini, R., Reno, R., Kallgren, y C. 1990. “A Focus Theory of Normative Conduct: Recycling the Concept of Norms to Reduce Littering in Public Places.” Journal of Personality and Social Psychology 58(6):1015. doi: https://doi.org/10.1037/0022-3514.58.6.1015.
Dodds, W., Monroe, K., y Grewal, D. 1991. “Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations.” Journal of Marketing Research 28(3):307–19. doi: https://doi.org/10.1177/002224379102800305.
Dyson, P., Farr, A., y Hollis, N. 1996. “Understanding, Measuring, and Using Brand Equity.” Journal of Advertising Research 36(6):9–22.
Erdem, T., Zhao, Y., y Valenzuela, A. 2004. “Performance of Store Brands: A Cross-Country Analysis of Consumer Store-Brand Preferences, Perceptions, and Risk.” Journal of Marketing Research 41(1):86–100. doi: https://doi.org/10.1509/jmkr.41.1.86.25087.
Evanschitzky, H., y Wunderlich, M. 2006. “An Examination of Moderator Effects in the Four-Stage Loyalty Model.” Journal of Service Research 8(4):330–45. doi: https://doi.org/10.1177/1094670506286325.
Fishbein, M. y Ajzen, I. 1975. “Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research.” Philosophy and Rhetoric 10(2).
Ghazali, M., Said, O., Yahya, Z., y Ibrahim, S. 2008. “Products and Country of Origin Effects: The Malaysian Consumers’ Perception Introduction: Country of Origin Effect in the Global Market.” International Review of Business Research Papers 4(2):91–102.
Gong, S., Li, Z. Cheng, S., D’Alessandro, L., y Johnson, L. 2021. “Consumer Personality Factors and IPhone Consumption in China.” Journal of Consumer Behaviour 20(4):862–70. doi: https://doi.org/10.1002/cb.1899.
González-Cabrera, C., y Trelles-Arteaga, K. 2021. “Etnocentrismo Del Consumidor e Intención de Compra En Países En Desarrollo.” Retos 11(21):165–80. doi: https://doi.org/10.17163/ret.n21.2021.10.
Harrigan, M., Feddema, S. Wang, P., y Harrigan, E. 2021. “How Trust Leads to Online Purchase Intention Founded in Perceived Usefulness and Peer Communication.” Journal of Consumer Behaviour 20(5):1297–1312. doi: https://doi.org/10.1002/cb.1936.
Hazlin, N., Abidina, N., y Bashira, H. 2016. “Perceived Quality and Emotional Value That Influence Consumer’s Purchase Intention towards American and Local Products.” Procedia Economics and Finance 35(October 2015):639–43. doi: https://doi.org/10.1016/S2212-5671(16)00078-2.
Henningsen, D., y Miller, M. 2003. “Examining Social Influence in Information-Sharing Contexts.” Small Group Research 34(4):391–412. doi: https://doi.org/10.1177/1046496403251933.
Hernández-Sampieri, R., y Mendoza, C. 2018. “Metodologìa de La Investigaciòn. Las Rutas Cuantitativa Cualitativa y Mixta.” Universidad Tecnologica Laja Bajio 1–753.
Jones, M., Mothersbaugh, D., y Beatty, S. 2002. “Why Customers Stay: Measuring the Underlying Dimensions of Services Switching Costs and Managing Their Differential Strategic Outcomes.” Journal of Business Research 55(6):441–50. doi: 10.1016/S0148-2963(00)00168-5.
Kimery, M y McCord, M. 2002. “Third-Party Assurances: The Road to Trust in Online Retailing.” Pp. 10-pp in Proceedings of the 35th annual Hawaii international conference on system sciences. IEEE.
Kotler, P. 2003. Administración Del Marketing. 11th ed. Prentice Hall.
Lee, M., Cheung, C., Ling, C., y Lim, K. 2006. “How Positive Informational Social Influence Affects Consumers’ Decision of Internet Shopping?” Pp. 115a-115a in Proceedings of the 39th Annual Hawaii International Conference on System Sciences (HICSS’06). Vol. 6. IEEE.
Ligery, F., y Yuliansyah, Y. 2019. “Purchasing Decision Using Mediation of Trust in Product Quality and Brand Image.” Opción 35(0 SE-Artículos):1091–1106.
March, J., Prieto, M., Hernán, J., y Jiménez, M. 1998. “Perceived Quality and Satisfaction and Expectations Study in Health Services.” Gaceta Sanitaria / S.E.S.P.A.S 12(1):51–53. doi: https://doi.org/10.1016/s0213-9111(98)76442-8.
Mathur, A. 1999. “Incorporating Choice into an Attitudinal Framework: Cross-Cultural Extension and Additional Findings.” Journal of International Consumer Marketing 10(4):93–110. doi: https://doi.org/10.1300/J046v10n04_06.
Muncy, J. 1987. “Consumer Behavior.” Journal of Marketing 51. https://doi.org/10.2307/1251656.
Namho, C., Heejeong, H., Koo, C. 2013. “Tourists’ Attachment Processes and Behavioral Changes in Social Media: Persuasion and Reference Group Influence Perspective.” in 17th Pacific Asia Conference on Information Systems, PACIS 2013.
Nisar, M. 2010. “Consumers’ Attitudes towards Non-Local Products: A Case of Pakistan.” Pp. 321–32 in 2nd International Conference on Business and Economic Research (2nd Icber 2011) Proceeding.
Njuguna, R. 2014. “The Influence of Brand Equity on Consumer Choice in Branded Bottled Water among Supermarket Customers in Nairobi Central Business District.” Journal of Consumer Marketing.
O’Brien, C. 2011. “The Emergence of the Social Media Empowered Consumer.” Irish Marketing Review 21.
Oviedo, H., y Campo-Arias, A. 2005. “Aproximación Al Uso Del Coeficiente Alfade Cronbach.” Revista Colombiana de Psiquiatría 34(4):572–80.
Park, E., Yoo, K., Kwon, S., Ohm, J., y Chang, H. 2016. “Effects of Innovation Cluster and Type of Core Technology on Firms’ Economic Performance.” Journal of Engineering Research 4(2):117–31. doi: https://doi.org/10.7603/s40632-016-0017-z.
Richins, M. 1983. “Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study.” Journal of Marketing 47(1):68–78. doi: https://doi.org/10.2307/3203428.
Robins, G., Pattison, P., y Elliott, P. 2001. “Network Models for Social Influence Processes.” Psychometrika 66(2):161–89. doi: 10.1007/BF02294834.
Rubio, N., Oubiña, J., y Villaseñor, N. 2014. “Brand Awareness–Brand Quality Inference and Consumer’s Risk Perception in Store Brands of Food Products.” Food Quality and Preference 32:289–98. doi: https://doi.org/10.1016/j.foodqual.2013.09.006.
Schiffman, L y Kanuk, L. 2010. Comportamiento Del Consumidor. 7th ed. New York: Prentice Hall.
Schoell, W., y Guiltinan, J. 1990. Marketing : Contemporary Concepts and Practices. Boston: Allyn and Bacon.
Trusov, M., Bodapati, A., y Bucklin, R. 2010. “Determining Influential Users in Internet Social Networks.” Journal of Marketing Research 47(4):643–58. doi: https://doi.org/10.1509/jmkr.47.4.643.
Vargas-Bianchi, L. 2019. “Inferencia de Precio-Calidad Del Producto Entre Consumidores Infantiles Product Price-Quality Inference among Child Consumers Contenido.” Issn 40.
Vásilica-María, M. 2021. “Factores Que Afectan La Intención de Compra de Los Consumidores de Moda En El Comercio Electrónico: Un Modelo Teórico Para América Latina.” Revista de Investigación SIGMA 09:84–96. doi: https://doi.org/10.24133/sigma.v9i01.2628.
Wang, X., Yu, C., y Wei, Y. 2012. “Social Media Peer Communication and Impacts on Purchase Intentions: A Consumer Socialization Framework.” Journal of Interactive Marketing 26(4):198–208. doi: https://doi.org/10.1016/j.intmar.2011.11.004.
Yadav, M., De Valck, T., Hennig-Thurau, D., y Hoffman, M. 2013. “Social Commerce: A Contingency Framework for Assessing Marketing Potential.” Journal of Interactive Marketing 27(4):311–23. doi: 10.1016/j.intmar.2013.09.001.
Yoo, B., Donthu, N., y Lee, S. 2000. “An Examination of Selected Marketing Mix Elements and Brand Equity.” Journal of the Academy of Marketing Science 28(2):195–211. doi: https://doi.org/10.1177/0092070300282002.
Ajzen, I. 1991. “The Theory of Planned Behavior.” Organizational Behavior and Human Decision Processes 50(2):179–211. doi: https://doi.org/10.1016/0749-5978(91)90020-T.
Aragoncillo, L., y Orús, C. 2018. “Impulse Buying Behaviour: An Online-Offline Comparative and the Impact of Social Media.” Spanish Journal of Marketing - ESIC 22(1):42–62. doi: https://doi.org/10.1108/SJME-03-2018-007.
BCE. 2020. Información Estadística Mensual No. 2026.
Blackwell, R., C. DSouza, M. Taghian, P. Miniard, y J. Engel. 2006. Consumer Behaviour: An Asia Pacific Approach. Thomson.
Brook, U., y Heim, M. 1991. “A Pilot Study to Investigate Whether Sport Influences Psychological Parameters in the Personality of Asthmatic Children.” Family Practice 8(3):213–15. doi: https://doi.org/10.1093/fampra/8.3.213.
Burnkrant, R y Cousineau, A. 1975. “Informational and Normative Social Influence in Buyer Behavior.” Journal of Consumer Research 2(3):206–15.
Cialdini, R., Reno, R., Kallgren, y C. 1990. “A Focus Theory of Normative Conduct: Recycling the Concept of Norms to Reduce Littering in Public Places.” Journal of Personality and Social Psychology 58(6):1015. doi: https://doi.org/10.1037/0022-3514.58.6.1015.
Dodds, W., Monroe, K., y Grewal, D. 1991. “Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations.” Journal of Marketing Research 28(3):307–19. doi: https://doi.org/10.1177/002224379102800305.
Dyson, P., Farr, A., y Hollis, N. 1996. “Understanding, Measuring, and Using Brand Equity.” Journal of Advertising Research 36(6):9–22.
Erdem, T., Zhao, Y., y Valenzuela, A. 2004. “Performance of Store Brands: A Cross-Country Analysis of Consumer Store-Brand Preferences, Perceptions, and Risk.” Journal of Marketing Research 41(1):86–100. doi: https://doi.org/10.1509/jmkr.41.1.86.25087.
Evanschitzky, H., y Wunderlich, M. 2006. “An Examination of Moderator Effects in the Four-Stage Loyalty Model.” Journal of Service Research 8(4):330–45. doi: https://doi.org/10.1177/1094670506286325.
Fishbein, M. y Ajzen, I. 1975. “Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research.” Philosophy and Rhetoric 10(2).
Ghazali, M., Said, O., Yahya, Z., y Ibrahim, S. 2008. “Products and Country of Origin Effects: The Malaysian Consumers’ Perception Introduction: Country of Origin Effect in the Global Market.” International Review of Business Research Papers 4(2):91–102.
Gong, S., Li, Z. Cheng, S., D’Alessandro, L., y Johnson, L. 2021. “Consumer Personality Factors and IPhone Consumption in China.” Journal of Consumer Behaviour 20(4):862–70. doi: https://doi.org/10.1002/cb.1899.
González-Cabrera, C., y Trelles-Arteaga, K. 2021. “Etnocentrismo Del Consumidor e Intención de Compra En Países En Desarrollo.” Retos 11(21):165–80. doi: https://doi.org/10.17163/ret.n21.2021.10.
Harrigan, M., Feddema, S. Wang, P., y Harrigan, E. 2021. “How Trust Leads to Online Purchase Intention Founded in Perceived Usefulness and Peer Communication.” Journal of Consumer Behaviour 20(5):1297–1312. doi: https://doi.org/10.1002/cb.1936.
Hazlin, N., Abidina, N., y Bashira, H. 2016. “Perceived Quality and Emotional Value That Influence Consumer’s Purchase Intention towards American and Local Products.” Procedia Economics and Finance 35(October 2015):639–43. doi: https://doi.org/10.1016/S2212-5671(16)00078-2.
Henningsen, D., y Miller, M. 2003. “Examining Social Influence in Information-Sharing Contexts.” Small Group Research 34(4):391–412. doi: https://doi.org/10.1177/1046496403251933.
Hernández-Sampieri, R., y Mendoza, C. 2018. “Metodologìa de La Investigaciòn. Las Rutas Cuantitativa Cualitativa y Mixta.” Universidad Tecnologica Laja Bajio 1–753.
Jones, M., Mothersbaugh, D., y Beatty, S. 2002. “Why Customers Stay: Measuring the Underlying Dimensions of Services Switching Costs and Managing Their Differential Strategic Outcomes.” Journal of Business Research 55(6):441–50. doi: 10.1016/S0148-2963(00)00168-5.
Kimery, M y McCord, M. 2002. “Third-Party Assurances: The Road to Trust in Online Retailing.” Pp. 10-pp in Proceedings of the 35th annual Hawaii international conference on system sciences. IEEE.
Kotler, P. 2003. Administración Del Marketing. 11th ed. Prentice Hall.
Lee, M., Cheung, C., Ling, C., y Lim, K. 2006. “How Positive Informational Social Influence Affects Consumers’ Decision of Internet Shopping?” Pp. 115a-115a in Proceedings of the 39th Annual Hawaii International Conference on System Sciences (HICSS’06). Vol. 6. IEEE.
Ligery, F., y Yuliansyah, Y. 2019. “Purchasing Decision Using Mediation of Trust in Product Quality and Brand Image.” Opción 35(0 SE-Artículos):1091–1106.
March, J., Prieto, M., Hernán, J., y Jiménez, M. 1998. “Perceived Quality and Satisfaction and Expectations Study in Health Services.” Gaceta Sanitaria / S.E.S.P.A.S 12(1):51–53. doi: https://doi.org/10.1016/s0213-9111(98)76442-8.
Mathur, A. 1999. “Incorporating Choice into an Attitudinal Framework: Cross-Cultural Extension and Additional Findings.” Journal of International Consumer Marketing 10(4):93–110. doi: https://doi.org/10.1300/J046v10n04_06.
Muncy, J. 1987. “Consumer Behavior.” Journal of Marketing 51. https://doi.org/10.2307/1251656.
Namho, C., Heejeong, H., Koo, C. 2013. “Tourists’ Attachment Processes and Behavioral Changes in Social Media: Persuasion and Reference Group Influence Perspective.” in 17th Pacific Asia Conference on Information Systems, PACIS 2013.
Nisar, M. 2010. “Consumers’ Attitudes towards Non-Local Products: A Case of Pakistan.” Pp. 321–32 in 2nd International Conference on Business and Economic Research (2nd Icber 2011) Proceeding.
Njuguna, R. 2014. “The Influence of Brand Equity on Consumer Choice in Branded Bottled Water among Supermarket Customers in Nairobi Central Business District.” Journal of Consumer Marketing.
O’Brien, C. 2011. “The Emergence of the Social Media Empowered Consumer.” Irish Marketing Review 21.
Oviedo, H., y Campo-Arias, A. 2005. “Aproximación Al Uso Del Coeficiente Alfade Cronbach.” Revista Colombiana de Psiquiatría 34(4):572–80.
Park, E., Yoo, K., Kwon, S., Ohm, J., y Chang, H. 2016. “Effects of Innovation Cluster and Type of Core Technology on Firms’ Economic Performance.” Journal of Engineering Research 4(2):117–31. doi: https://doi.org/10.7603/s40632-016-0017-z.
Richins, M. 1983. “Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study.” Journal of Marketing 47(1):68–78. doi: https://doi.org/10.2307/3203428.
Robins, G., Pattison, P., y Elliott, P. 2001. “Network Models for Social Influence Processes.” Psychometrika 66(2):161–89. doi: 10.1007/BF02294834.
Rubio, N., Oubiña, J., y Villaseñor, N. 2014. “Brand Awareness–Brand Quality Inference and Consumer’s Risk Perception in Store Brands of Food Products.” Food Quality and Preference 32:289–98. doi: https://doi.org/10.1016/j.foodqual.2013.09.006.
Schiffman, L y Kanuk, L. 2010. Comportamiento Del Consumidor. 7th ed. New York: Prentice Hall.
Schoell, W., y Guiltinan, J. 1990. Marketing : Contemporary Concepts and Practices. Boston: Allyn and Bacon.
Trusov, M., Bodapati, A., y Bucklin, R. 2010. “Determining Influential Users in Internet Social Networks.” Journal of Marketing Research 47(4):643–58. doi: https://doi.org/10.1509/jmkr.47.4.643.
Vargas-Bianchi, L. 2019. “Inferencia de Precio-Calidad Del Producto Entre Consumidores Infantiles Product Price-Quality Inference among Child Consumers Contenido.” Issn 40.
Vásilica-María, M. 2021. “Factores Que Afectan La Intención de Compra de Los Consumidores de Moda En El Comercio Electrónico: Un Modelo Teórico Para América Latina.” Revista de Investigación SIGMA 09:84–96. doi: https://doi.org/10.24133/sigma.v9i01.2628.
Wang, X., Yu, C., y Wei, Y. 2012. “Social Media Peer Communication and Impacts on Purchase Intentions: A Consumer Socialization Framework.” Journal of Interactive Marketing 26(4):198–208. doi: https://doi.org/10.1016/j.intmar.2011.11.004.
Yadav, M., De Valck, T., Hennig-Thurau, D., y Hoffman, M. 2013. “Social Commerce: A Contingency Framework for Assessing Marketing Potential.” Journal of Interactive Marketing 27(4):311–23. doi: 10.1016/j.intmar.2013.09.001.
Yoo, B., Donthu, N., y Lee, S. 2000. “An Examination of Selected Marketing Mix Elements and Brand Equity.” Journal of the Academy of Marketing Science 28(2):195–211. doi: https://doi.org/10.1177/0092070300282002.