Fatores que influenciam a intenção de compra física e online de idosos em supermercados

Autores

  • Sadoth Giraldo Acosta Docente, Facultad de Administración, Finanzas y Ciencias Económicas, Universidad Ean, Colombia, Bogotá. https://orcid.org/0000-0001-8027-2089
  • Judith Cavazos Arroyo Profesora e investigadora, Facultad de Mercadotecnia, Universidad Popular Autónoma del Estado de Puebla, Puebla, México.
  • Yésica Mayett Moreno Profesora e investigadora, Facultad de Administración de Empresas, Universidad Popular Autónoma del Estado de Puebla, Puebla, México.
  • Cecilia Isabel Calderón Valencia Profesora e investigadora, Facultad de Mercadotecnia, Universidad Popular Autónoma del Estado de Puebla, Puebla, México.

DOI:

https://doi.org/10.18046/j.estger.2022.165.5261

Palavras-chave:

intenção de compra, recomendação boca a boca, credibilidade da marca, riscos percebidos, idosos

Resumo

Esta pesquisa buscou estabelecer as relações estruturais entre os riscos percebidos da recomendação pessoal e eletrônica boca a boca, seu impacto na credibilidade da marca e a intenção de compra física e online de idosos em supermercados de Bogotá, Colômbia. Participaram 501 idosos e os dados foram analisados por meio de um modelo de equação estrutural de mínimos quadrados parciais. Demonstrou-se a existência de altos riscos percebidos tanto nas compras físicas quanto nas compras online. Esses riscos influenciam a recomendação pessoal e eletrônica boca a boca; além disso, impactam na credibilidade da marca, o que afeta a intenção de compra online e presencial. Sugerem-se ações estratégicas para atender essa população.

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Publicado

2022-11-03

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Como Citar

Fatores que influenciam a intenção de compra física e online de idosos em supermercados. (2022). Estudios Gerenciales, 38(165), 479-492. https://doi.org/10.18046/j.estger.2022.165.5261