¿Cómo el género y la edad pueden afectar el comportamiento de compra del consumidor? Evidencia desde una perspectiva microeconómica de Hungría

Main Article Content

Maria Fekete-Farkas https://orcid.org/0000-0002-6058-009X
Abbas Gholampour https://orcid.org/0000-0002-5720-4544
Parisa Bouzari https://orcid.org/0000-0002-0453-3539
Hadi Jarghooiyan https://orcid.org/0000-0002-6796-9567
Pejman Ebrahimi https://orcid.org/0000-0003-0125-3707

Keywords

Consumer purchase behavior, Gender, Age, Facebook, Social networks marketing

Resumen

El presente estudio tuvo como objetivo investigar el efecto de las variables demográficas de género y edad en el comportamiento de compra del consumidor on-line (CPB, por sus siglas en inglés) en Facebook en Hungría. La población estadística del presente estudio consiste en usuarios de Facebook en Hungría, incluidos los nativos húngaros y los extranjeros que residen en este país, incluidos los estudiantes. Se encuestó a una muestra de 433 consumidores en línea en diferentes grupos de edad. El cuestionario se compartió a través de un enlace en línea en la plataforma de Facebook y también en varios canales. Se utilizó la prueba t de Welch para examinar la variable de género, y la prueba de Welch y Brown-Forsythe, para examinar la variable de edad. Los resultados mostraron que hubo una diferencia significativa entre el CPB en todos los grupos de edad y el grupo de más de 50 años en Facebook. Este importante resultado enfatizó la importancia y el impacto de las redes sociales como canales de comercialización en los jóvenes. Otro punto importante fue la diferencia entre los comportamientos de compra de los consumidores masculinos y femeninos. Los resultados de esta investigación pueden tener implicaciones para que las empresas desarrollen sus ventajas competitivas y adopten enfoques adecuados en las campañas de publicidad y marketing en función de las características sociodemográficas de las personas.

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