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Factores que influyen en la intención de compra física y en línea de adultos mayores en supermercados

Author

Listed:
  • Sadoth Giraldo Acosta
  • Judith Cavazos Arroyo
  • Yésica Mayett Moreno
  • Cecilia Isabel Calderón Valencia

Abstract

Esta investigación buscó establecer las relaciones estructurales entre los riesgos percibidos con la recomendación personal y electrónica del voz a voz, su impacto en la credibilidad de la marca y la intención de compra física y en línea de los adultos mayores en los supermercados de Bogotá, Colombia. Participaron 501 adultos mayores y los datos se analizaron mediante un modelo de ecuaciones estructurales de mínimos cuadrados parciales. Se demostró la existencia de altos riesgos percibidos tanto en las compras físicas como en las compras en línea. Estos riesgos influyen en el voz a voz personal y electrónico; además, impactan en la credibilidad de la marca, lo que repercute en la intención de compra física y en línea. Se sugieren acciones estratégicas para atender a esta población.

Suggested Citation

  • Sadoth Giraldo Acosta & Judith Cavazos Arroyo & Yésica Mayett Moreno & Cecilia Isabel Calderón Valencia, 2022. "Factores que influyen en la intención de compra física y en línea de adultos mayores en supermercados," Estudios Gerenciales, Universidad Icesi, vol. 38(165), pages 479-492, November.
    • Handle: RePEc:col:000129:020572
    DOI: 10.18046/j.estger.2022.165.5261
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    References listed on IDEAS

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    More about this item

    Keywords

    intención de compra; recomendación voz a voz; credibilidad de marca; riesgos percibidos; adultos mayores.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • J14 - Labor and Demographic Economics - - Demographic Economics - - - Economics of the Elderly; Economics of the Handicapped; Non-Labor Market Discrimination

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