Publicado

2014-10-01

Influencia de la cultura en el comportamiento de compra online de productos turísticos. El caso de España y México

The Influence of Culture on Behavior in the Purchase of Online Tourist Products: The Case of Spain and Mexico

Influência da cultura no comportamento de compra on line de produtos turísticos. O caso da Espanha e do México

DOI:

https://doi.org/10.15446/innovar.v24n54.46656

Palabras clave:

Teoría de Comportamiento Planificado (TPB), cultura, comercio electrónico, productos turísticos. (es)
Theory of Planned Behavior (TPB), culture, e-commerce, tourist products (en)
Teoria de comportamento planejado (TPB), cultura, comércio eletrônico, produtos turísticos (pt)

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Autores/as

  • Silvia Sanz Blas Universitat de València
  • Carla Ruiz Mafé Universitat de València
  • Isabel Pérez Pérez Universidad Autonoma de Chiapas - Facultad Económicas Administrativas - Departamento de Administración y Contabilidad
  • Blanca Hernández Ortega Universidad de Zaragoza

Conocer cómo se comporta el consumidor en los entornos virtuales es fundamental para potenciar el desarrollo e implantación de decisiones estratégicas de marketing que sean eficaces en la comercialización de bienes y servicios en Internet. El presente trabajo tiene como objetivo conocer la importancia de la cultura en el comportamiento de compra online del individuo, analizando para ello dos países latinos: México y España. De este modo, partiendo de la Teoría de Comportamiento Planificado, se estudia el efecto de la actitud, de la norma subjetiva y del control percibido, sobre el comportamiento de reserva/compra online de alojamiento turístico, comparando la importancia adquirida en cada país. El contraste de hipótesis se ha realizado a partir de una muestra de 230 internautas compradores en México y 258 internautas compradores en España. Los resultados obtenidos ponen de manifiesto que en ambos países son la norma subjetiva y el control percibido las variables que ejercen una influencia significativa en la intención de reserva/compra de alojamiento turístico. Mientras que el efecto de la norma sobre la intención es más fuerte en el caso de México, país caracterizado por su masculinidad, colectivismo y mayor distancia al poder, el efecto del control sobre la intención es más intenso en el caso de España, país más individualista, con menor distancia al poder y mayor feminidad.

It is fundamentally important to understand the ways in which consumers behave in virtual environments in order to encourage the development and implementation of marketing strategies that are effective in marketing goods and services on the internet. The object of this study is to understand the significance of culture in individual online purchase behavior in two Latin countries: Mexico and spain. the article employs the Theory of Planned Behavior to study the effects of attitude, the subjective norm, and perceived control on reservation/purchase behavior of people seeking tourist accommodation online. At the same time, the article compares the significance acquired by each of these aspects in the two countries. the hypothesis was tested on a sample of 230 internet purchasers in Ivlexico and 258 in spain. the results demonstrate that in both countries the subjective norm and perceived control exert significant influence on the intention of users to reserve or purchase tourist accommodation. the effect of the subjective norm is stronger for Mexico - a country characterized by its masculinity, collectivism and high power distance - while control has a greater effect in spain, a more individualistic country, with lower power distance and more femininity.
Saber como se comporta o consumidor nos ambientes virtuais é fundamental para potenciar o desenvolvimento e implantação de decisões estratégicas de marketing que sejam eficazes na comercialização de bens e serviços na Internet. Este trabalho tem a finalidade de conhecer a importância da cultura no comportamento de compra on line do indivíduo, analisando para isso dois países latinos: México e Espanha. Desta maneira, partindo da teoria de comportamento planejado, é estudado o efeito da atitude, da norma subjetiva e do controle percebido, sobre o comportamento de reserva/compra on line de alojamento turístico, comparando a importância adquirida em cada país. O contraste de hipótese foi realizado a partir de uma amostra de 230 internautas compradores no México e 258 internautas compradores na Espanha. Os resultados obtidos indicam que em ambos os países as variáveis que exercem influência significativa na intenção de reserva/compra de alojamento turístico são a norma subjetiva e o controle percebido. Enquanto o efeito da norma sobre a intenção é mais forte no caso do México, país caracterizado por sua masculinidade, coletivismo e maior distância ao poder, o efeito do controle sobre a intenção é mais intenso no caso da Espanha, país mais individualista, com menor distância ao poder e maior feminilidade.

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Cómo citar

Sanz Blas, S., Ruiz Mafé, C., Pérez Pérez, I., & Hernández Ortega, B. (2014). Influencia de la cultura en el comportamiento de compra online de productos turísticos. El caso de España y México. Innovar, 24(54), 153-165. https://doi.org/10.15446/innovar.v24n54.46656

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