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2017-04-07

La influencia del consumo simbólico en la intensidad de uso de las redes sociales digitales y el valor percibido de las experiencias

THE INFLUENCE OF SYMBOLIC CONSUMPTION ON THE INTENSITY OF DIGITAL SOCIAL NETWORKS USE AND THE PERCEIVED VALUE OF EXPERIENCES

A INFLUÊNCIA DO CONSUMO SIMBÓLICO NA INTENSIDADE DE USO DAS REDES SOCIAIS DIGITAIS E O VALOR PERCEBIDO DAS EXPERIÊNCIAS

DOI:

https://doi.org/10.15446/innovar.v27n64.62367

Palabras clave:

consumo simbólico, valor percibido, consumo de experiencia, redes sociales (es)
Symbolic consumption, perceived value, consumption of experiences, social networks (en)
consumo simbólico, consumo de experiência, redes sociais, valor percebido (pt)

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Esta investigación analiza cómo el consumo simbólico (congruencia entre el objeto consumido y la identidad del consumidor) se extiende en la actualidad hasta el consumo de experiencias. Como muestran los resultados, cuando un consumidor observa que una experiencia refuerza su identidad, este percibe mayor valor de dicha experiencia, lo que aumenta su satisfacción y su intención de recompra. También se desprende de los resultados que, a la hora de materializar la experiencia de cara al exterior, los consumidores hacen uso de una herramienta fundamental: las redes sociales digitales. Así, los resultados de la investigación muestran que los consumidores utilizan más las redes sociales cuando realizan consumo de experiencias congruentes con su identidad, y ello aumenta aún más el valor de la experiencia. Finalmente, y como parte de las conclusiones, se incluyen unas directrices a nivel gerencial que se basan en los resultados de la investigación.

This research studies how symbolic consumption (consistency between consumed object and consumer's identity) currently broadens until the field of consumption of experiences. As results indicate, when consumers observe an experience that reinforces their own identity, they perceive more value on such experience, which increases their satisfaction and repurchase intention. Results also point that consumers use an essential tool when externally materializing experiences: Digital social networks. In this sense, the results of this research show that consumers make greater use of social networks when consuming experiences that match their identity, increasing the value of the experience even more. Finally, based on the results, a series of guidelines at a managerial level are presented.
Esta pesquisa analisa como o consumo simbólico (congruência entre o objeto consumido e a identidade do consumidor) se estende na atualidade até o consumo de experiências. Como mostram os resultados, quando um consumidor observa que uma experiência reforça sua identidade, ele percebe maior valor desta, o que aumenta sua satisfação e sua intenção de recompra. Também se desprende dos resultados que, na hora de materializar a experiência para o exterior, os consumidores fazem uso de uma ferramenta fundamental: as redes sociais digitais. Assim, os resultados da pesquisa mostram que os consumidores utilizam mais as redes sociais quando realizam consumo de experiências congruentes com sua identidade, e isso aumenta ainda mais o valor da experiência. Finalmente, e como parte das conclusões, incluem-se diretrizes no âmbito gerencial que se baseiam nos resultados da pesquisa.

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Luna, G. (2017). La influencia del consumo simbólico en la intensidad de uso de las redes sociales digitales y el valor percibido de las experiencias. Innovar, 27(64), 37-50. https://doi.org/10.15446/innovar.v27n64.62367

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