Artículos de revistas
URI permanente para esta colecciónhttps://hdl.handle.net/20.500.12640/4067
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Ítem Acceso Abierto Effect of negative emotions in consumption during the COVID-19 pandemic: A study from Peru(PLOS, 2023-11-03) Regalado-Pezúa, Otto; Carvache-Franco, Orly; Carvache-Franco, Mauricio; Carvache-Franco, Wilmer; Ortiz-Soto, Maribel; Larregui-Candelaria, GuisellThe research examines the negative consumer emotions generated by the perception of social networks or traditional media with consumer behavior during the covid_19 pandemic. The study was developed in Peru with a sample of 220 consumers; the design is quantitative and structural equations were used for data processing. The results indicate that social networks and traditional media are not related to negative emotions, but are related to the change in consumer behavior in the purchase of more products and new products. The research has theoretical implications since it provides evidence to the literature that the negative emotions generated during the covid_19 pandemic are related to changes in consumer behavior, which affect the purchase of more products and new products. The practical implications of the research is for businessmen on the causes of changes in consumer behavior generated during crises. like the COVID-19 pandemic.Ítem Acceso Abierto Bases para la segmentación del mercado homosexual en la ciudad de Lima: un enfoque para el sector de entretenimiento(Instituto Tecnológico de Costa Rica. Escuela de Administración de Empresas, 2017-11-16) Regalado Pezúa, Otto; Guerrero Medina, Carlos Alberto; Téllez Watson, Ú.; Barrantes Suyoc, CThe homosexual population is an important consumer market for different categories, being the entertainment the most significant. Academic and commercial researchers have addressed this market focusing on developed countries, and considering it a single and homogeneous segment. The following research proposes to set the bases for a segmentation of the homosexual population in Lima, Peru, in order to understand the motives of each identified consumer segment, within the entertainment category. The results allow to identify three segments in the studied population with different demographic, psychographic and behavioral characteristics regarding the consumption of entertainment, which gives rise to different needs and opportunities to satisfy them.Ítem Acceso Abierto Una aplicación de la teoría del comportamiento planificado al segmento masculino latinoamericano de productos de cuidado personal(Universidad EAN, 2017) Regalado Pezúa, Otto; Guerrero Medina, Carlos Alberto; Montalvo Corzo, Raúl FranciscoThis research study identifies those factors which influence the consumption of care products in the Latinamerican male segment. That's why, an instrument based on the behavorial theory was applied to 600 men living in two countries of this región and having different levels of development regarding the above mentioned category, Mexico -highly developed- and Peru -moderately developed-. The data obtained were analyzed using a model of structural equations. The results show that a subjective norm will stop men's consumption of these kinds of products. Similarly, the impact of this subjective norm will be lower in young men, allowing them to have a great aperture in the consumption of these care products.Ítem Acceso Abierto Influence of non-economic factors in the use of personal care products: the case of male Peruvian consumer(Universidad del Rosario, 2016-06-01) Regalado Pezúa, Otto; Guerrero Medina, Carlos Alberto; Alzamora Ruiz, Jessica Noelia; Briceño Morales, JaimeOver the past decade, the supply of male personal care products and services has increased considerably on a global scale. In the case of the Peruvian market, this phenomenon is still incipient despite a favorable economic outlook that has boosted the consumption in different categories. This research identifies factors that influence the consumption decision of this kind of products for the male segment. To do this, the authors used the Theory of Planned Behavior of Ajzen. The results show that male consumers´ perception of his environment (subjective norm) restrains the intention of consumption of personal care products, even though the male consumer has a positive attitude toward using of these products. These factors would reflect the existence of deeply rooted taboos in Peruvian culture, based on a traditional view of man.Ítem Acceso Abierto Why people participate in collaborative consumption: an exploratory study of motivating factors in a Latin American economy(MDPI, 2020-03-03) Alzamora-Ruiz, Jessica; Guerrero-Medina, Carlos; Martínez-Fiestas, Myriam; Serida-Nishimura, JaimeIn recent decades, collaborative initiatives have become relevant in Latin America, however, the owners of these businesses still face great challenges to mobilize consumers interest. In the research field, many collaborative consumption (CC) researchers have focused on the identification of their predictors; but studies that have explored this phenomenon via motivations perspective are very limited, especially those that focus on the Latin American context. Furthermore, these studies have analyzed on particular consumption activities and consumers with previous experience, restricting the scope of its results. To close this gap, the research has as its purpose the exploration of the motivating factors that best predict the intention to participate in CC activities into one of the three countries with the greatest number of collaborative businesses in the region. The ANOVA and CHAID are applied to a sample of 2080 people. The results reveal that, although enjoyment, sustainability, reputation and economic benefits are significant factors for CC, not all are equally effective in promoting high levels of participation in Latin American context. These findings allow to achieve a better understanding of the collaborative phenomenon, and also they contribute to the development of value proposals and more focused recruitment strategies for potential consumers in the region.
