Administración Estratégica de Empresas (Dr.)

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Start date: 2021Subject: search.filters.subject.Comportamiento del consumidor

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    Effects of Channel Integration on the Omnichannel Customer Experience
    (Pontificia Universidad Católica del Perú, 2024-08-15) Balbín Buckley, José Antonio Martín; Marquina Feldman, Percy Samoel
    Despite the importance of knowing how to offer a superior, consistent, and holistic customer experience in an omnichannel setting, studies of these variables using a multidimensional approach have been few. This paper seeks to close existing knowledge gaps regarding the relationship between channel integration in an omnichannel strategy and customers’ cognitive, affective, physical, sensorial, and relational experience. The study was conducted by surveying a random sample of 516 people in Peru from an online panel. The target selection consisted of people who have made purchases in at least two of the three defined purchase channels in the last six months from companies with an omnichannel strategy. The results show that the integration of price and product, transaction information, and order fulfilment significantly impacts the omnichannel customer’s affective and cognitive experience. Additionally, promotion integration affects the customer’s relational and sensorial experience. Commercial spaces are thus important in guaranteeing the consistency of promotions and advertising—not only rational messages, but also visual and sensorial impressions in general. The integration of service impacts the customer’s physical, relational, and affective experience, while the integration of information access shows an effect on the customer’s physical and sensorial experience.
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    Direct and indirect effect of last mile logistics performance on user intention of crowdsourced delivery services
    (Pontificia Universidad Católica del Perú, 2022-12-14) Guerra Regalado, Wilson Fernando; Guevara Moncada, Rubén
    La literatura sobre logística colaborativa" (CSL) y logística de última milla hasta ahora se ha centrado principalmente en la percepción de los consumidores como "co-creadores. Sin embargo, hay una brecha en la literatura sobre la percepción de los consumidores como destinatarios de esta logística. El propósito de esta investigación fue analizar el efecto directo del Rendimiento Logístico de Última Milla (LMLP), sobre la Intención de Usuario (UI) del usuario final de las plataformas de entrega colaborativas, e indirecto a través de la Confianza Percibida (PT) y la Expectativa de Desempeño (PE ). La metodología aplicada consta de 721 encuestas, recolectadas a través de un instrumento validado. Para el análisis se aplicó un Modelo de Ecuaciones Estructurales (SEM), por mínimos cuadrados parciales. El modelo seleccionado presentó Índices de Ajuste fuertes (CFI=0.976; TLI=0.970; RMSEA; = 0.044; SRMR=0.025). No hay efecto directo de LMLP y PT sobre UI (p = 0,175, 0,054), pero sí existen relaciones indirectas. La conclusión es que LMLP y PT son considerados por los usuarios finales de los servicios de entrega colaborativos como parte del desempeño de la empresa en su conjunto al momento de decidir utilizar estas plataformas. Para futuras investigaciones, se recomienda primero, investigar factores asociados a la cultura; segundo, estratificar los resultados para evaluar diferencias entre grupos de edad; tercero, estudiar factores internos que pueden afectar la intención de uso de estas plataformas, como la experiencia del usuario, la facilidad de uso, el control percibido, que no fueron considerados; cuarto, realizar una investigación que contemple las diferencias de marca.
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    Drivers of the sharing economy that affect consumers’ usage behavior: Moderation of perceived risk
    (Pontificia Universidad Católica del Perú, 2022-12-14) Anaya López, Óscar Antonio; De La Vega Hernandez, Ivan Manuel
    In the access to peer-to-peer sharing of goods and services through a technology platform, which is known as the sharing economy, there is no consensus on the factors that motivate consumers. This study aimed to investigate the moderating effect of perceived risk on consumers’ participation in the sharing economy in a developing country. Following a quantitative approach, a survey was conducted among 400 consumers in the Metropolitan Zone of Puebla City, Mexico. Partial least squares structural equation modeling (PLS-SEM) was used to analyze the data. Economic benefits, enjoyment, and trust drove the usage behavior of consumers in the sharing economy. In addition, perceived risk significantly moderated the relationships that usage behavior has with the economic benefits and the feeling of the community. As predicted by social exchange theory, the consumers made choices based on a subjective cost–benefit analysis, showing flexibility in the type and amount of rewards. This study contributes to knowledge about customer behavior in the context of the sharing economy.
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    Factors Influencing Green Purchasing Inconsistency of Ecuadorian Millennials
    (Pontificia Universidad Católica del Perú, 2021-09-29) Carrión Bósquez, Nelson Geovany; Arias Bolzmann, Leopoldo Gabriel Ignacio
    Environmental protection has become one of the main concerns for consumers, which is why green consumption is an alternative to balance customer demand satisfaction and environmental protection. Despite the existence of different studies on green consumption, several questions remain unanswered, one of them is ¿why environmental awareness does not always lead to real purchases? which shows a need to know the factors that influence this behavior gap. This research aimed to identify whether attitudes and subjective norms influence the green purchase intentions of Ecuadorian millennials, it also analyzed whether the purchase intentions resulted in actual purchases, as well as the factors that influenced green purchasing inconsistencies. The research was quantitative and cross-sectional design, 710 millennials participated in the study. The questionnaire consisted of 26 questions and the data obtained were subjected to Cronbach's Alpha tests and Exploratory Factor Analysis. Finally, the validity of the proposed model was verified through a Confirmatory Factor Analysis and Structural Equations, using IBM SPSS Statistics 2.0. and AMOS 24. The results showed that subjective attitudes and norms influence purchase intentions. However, 82% of those intentions did not result in actual purchases. Habits are the main factor influencing green inconsistencies, while skepticism influences purchase intentions, availability and lack of knowledge influences consumer habits.
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    The Relationship of Consumer Ethnocentrism, Purchase Intention, and Lifestyle in First-generation Bicultural Ethnic Groups
    (Pontificia Universidad Católica del Perú, 2021-04-07) Aguilar Rodríguez, Iliana Elizabeth; Arias Bolzmann, Leopoldo Gabriel Ignacio
    This study analyzed the relationship between first-generation Colombian – Canadian bicultural ethnic consumers, their purchase intention, and lifestyles. These common types of consumers were to make purchases depending on the lifestyle, bicultural ethnic group, and the ethnocentric trends that might differ from the country of origin or the host country. There were 158 surveys administered in Toronto, Canada. Structural Equation Modeling was applied, using the Unweighted Least Squares Estimates and Maximum Likelihood Methods. An Exploratory Factor Analysis was run using the principal axis method and Promax rotation after conducting the multivariate normality tests, reliability, and discriminant and convergent validity tests. The Confirmatory Factor Analysis guaranteed an adequate measurement model. The purchase intention was explained as 85.2% for lifestyle factors, such as self-reliance and leadership, nurturing and family orientation, household oriented and industrious, and ethnocentrism in Colombia and Canada. It was found that lifestyle factors were not significantly related to purchase intention. However, ethnocentrism positively impacted Canadian product perceptions and a negative impact on Colombian products. Results showed that lifestyles (activities, interests, and opinions [AIO]) are not always key elements in consumer’s purchase intentions. Bicultural consumer ethnocentric trends are stronger in the host country because consumers in a developing country accept more developed countries. The study supported the theory of social identity (Tajfel, 1982) and optimal distinction (Brewer, 1979), which suggests consumers would have a bias towards the country with which they identify or experience dual or divided loyalties between the country of origin and the host country.