¿Cómo el género y la edad pueden afectar el comportamiento de compra del consumidor? Evidencia desde una perspectiva microeconómica de Hungría
Main Article Content
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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nov 29, 2021
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Fekete-Farkas, M., Gholampour, A., Bouzari, P., Jarghooiyan, H., & Ebrahimi, P. (2021). ¿Cómo el género y la edad pueden afectar el comportamiento de compra del consumidor? Evidencia desde una perspectiva microeconómica de Hungría. AD-Minister, (39), 25–46. https://doi.org/10.17230/Ad-minister.39.2
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Maria Fekete-Farkas, Universidad Húngara de Agricultura y Ciencias de la Vida (MATE)
Profesora del Instituto de Ciencias Económicas de la Universidad Húngara de Agricultura y Ciencias de la Vida (MATE), Gödöllő2100, Hungría. Correo electrónico: Fekete.Maria@uni-mate.hu ORCID: https://orcid.org/0000-0002-6058-009X
Abbas Gholampour, Laboratorio de Investigación en Innovación y Emprendimiento
Laboratorio de Investigación en Innovación y Emprendimiento (The Innovation and Entrepreneurship Research Lab), Londres, Reino Unido. Correo electrónico: abbasgholampoor@yahoo.com ORCID: https://orcid.org/0000-0002-5720-4544
Parisa Bouzari, Universidad Húngara de Agricultura y Ciencias de la Vida (MATE)
Facultad de Economía y Ciencias Sociales, Departamento de Gestión de la Cadena de Sumunistro, Universidad Húngara de Agricultura y Ciencias de la Vida (MATE), Gödöllő2100, Hungría. Correo electrónico: paaarrriii.b@gmail.com ORCID: https://orcid.org/0000-0002-0453-35394
Hadi Jarghooiyan, Universidad de Teherán en Teherán
Magíster, afiliación institucional a la facultad de emprendimiento de la Universidad de Teherán en Teherán, Irán. Correo electrónico: jarghooiyan@ut.ac.ir ORCID: https://orcid.org/0000-0002-6796-9567
Pejman Ebrahimi, Universidad Húngara de Agricultura y Ciencias de la Vida (MATE)
Estudiante de Doctorado, afiliación institucional a la Escuela Doctoral de Economía y Ciencias Regionales de la Universidad Húngara de Agricultura y Ciencias de la Vida (MATE), Gödöllő2100, Hungría. Correo electrónico: ebrahimi.pejman@stud.uni-mate.hu ORCID: https://orcid.org/0000-0003-0125-3707
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