Publicado
Emoción y razón: El efecto moderador del género en el comportamiento de compra online
Emotion and reason: the moderating effect of gender in online shopping behavior
Emoção e razão: o efeito moderador do gênero no comportamento de compra on-line
DOI:
https://doi.org/10.15446/innovar.v28n69.71702Palabras clave:
e-commerce, género, intención de compra, valor funcional, valor simbólico (es)E-commerce, gender, purchase intention, functional value, symbolic value (en)
e-commerce, gênero, intenção de compra, valor fun¬cional, valor simbólico. (pt)
A pesar de la evidencia existente en torno a las diferencias entre mujeres y hombres en los procesos de toma de decisiones, así como en la adopción de la tecnología, la investigación llevada a cabo hasta la fecha no ha sido concluyente. El objetivo de este trabajo es estudiar las intenciones comportamentales de los consumidores según su género en los intercambios comerciales B2C. En este sentido, se propone identificar cómo el valor funcional —representando el raciocinio del consumidor—, el valor simbólico —representando la motivación emocional— y la confianza actúan como antecedentes de la intención de compra en el canal online. A partir de los resultados derivados de una investigación empírica sobre 262 consumidores online colombianos, y mediante un cuestionario estructurado para la evaluación de las variables objeto de estudio, se obtiene apoyo a la existencia de diferencias en la formación de las intenciones de los consumidores según su género. Los resultados indican que el valor simbólico tiene un efecto significativo en la intención de compra en las mujeres, mientras que en el colectivo de hombres el valor funcional y la confianza tienen mayor efecto en la intención de compra. Estos resultados contribuyen a aumentar el conocimiento acerca del papel moderador del género en las intenciones comportamentales de los consumidores en los intercambios comerciales b2c en el contexto online en una economía emergente, permitiendo a las empresas comprender mejor cómo dirigir sus esfuerzos en términos de marketing. El trabajo supone una contribución en la literatura del valor percibido, la confianza y la intención comportamental para la adopción del comercio electrónico. Las implicaciones para la gestión son discutidas en el documento.
Despite the existing evidence regarding the differences between women and men in decision-making processes, as well as in the adoption of technology, the research carried out to date has not been conclusive. The objective of this paper is to study the behavioral intentions of consumers in B2C commercial exchanges based on their gender. In this sense, the proposal is to identify how the functional value (representing consumer's reasoning), the symbolic value (representing the emotional motivation), and the feeling of trust act as antecedents of the purchase intention in the online channel. Based on the results derived from an empirical research on 262 Colombian online consumers, and through a structured questionnaire for the evaluation of the variables under study, the existence of differences in the formation of consumers’ purchase intentions according to their gender is supported. Results indicate that the symbolic value has a significant effect on women’s purchase intention, while the functional value and trust have a greater effect on men. Such results contribute to increasing knowledge on the moderating role of gender in consumers’ behavioral intentions in B2C commercial exchanges within the online context of an emerging economy, allowing companies to better understand how to direct their efforts in terms of marketing. This work is a contribution to the literature on perceived value, trust and behavioral intention for the adoption of electronic commerce. Implications for management are also discussed in the document.
Apesar da evidência existente sobre as diferenças entre mulheres e homens nos processos de tomada de decisão, bem como na adoção da tecnologia, esta pesquisa realizada até o momento ainda não é conclusiva. O objetivo deste trabalho é estudar as intenções comportamentais dos consumidores segundo seu gênero nos intercâmbios comerciais B2C. Nesse sentido, propõe-se identificar como o valor funcional — representando o raciocínio do consumidor — e a confiança agem como antecedentes da intenção de compra no canal on-line. A partir dos resultados derivados de uma pesquisa empírica sobre 262 consumidores on-line colombianos e de um questionário estruturado para a avaliação das variáveis objeto de estudo, obtém-se apoio para a existência de diferenças na formação das intenções dos consumidores conforme o gênero. Os resultados indicam que o valor simbólico tem efeito significativo na intenção de compra nas mulheres, enquanto no coletivo de homens o valor funcional e a confiança têm maior efeito na intenção de compra. Esses resultados contribuem para aumentar o conhecimento acerca do papel moderador do gênero nas intenções comportamentais dos consumidores nos intercâmbios comerciais B2C no contexto on-line numa economia emergente, o que permite às empresas compreender melhor como dirigir seus esforços em termos de marketing. O trabalho pretende contribuir para a literatura do valor percebido, da confiança e intenção comportamental para a adoção do comércio eletrônico. As implicações para a gestão são discutidas neste texto.
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