Pub Date : 2023-02-01DOI: 10.15446/innovar.v33n89.107049
Lourdes Pineda-Celaya, María Paz Andrés Reina, Manuel González Pérez
This paper analyzes the lines of research derived from the implementation and development of the organizational culture of innovation in order to identify the trends followed within this field of study. In doing so, we identified potential and recent-interest trends that could contribute both to the development of this scientific field and to the search of companies for competitive advantages. The most productive authors, journals and countries were also identified, thus offering a solid basis for future research. The methodology consisted of the analysis of bibliometric indicators from scientific articles in Scopus database published between 1980 and 2000. The Web of Science was not considered since the results obtained in both databases were similar. Among the relevant findings related to administration, in publishing terms, the United States is the most productive country, followed by the United Kingdom and Australia. The analysis of topological data between keywords and science areas shows that the analyzed sample focuses on inter- and multidisciplinary studies, and that most theories and basic frameworks were created between 1980 and 2000. These findings provide a basic framework for qualitative and quantitative research that could be applied by experts in the field of management.
本文分析了组织创新文化的实施和发展的研究思路，以确定这一研究领域的趋势。在这样做的过程中，我们确定了潜在的和最近的兴趣趋势，这些趋势既有助于这一科学领域的发展，也有助于寻找公司的竞争优势。还确定了最高产的作者、期刊和国家，从而为未来的研究提供了坚实的基础。该方法包括对1980年至2000年间发表的Scopus数据库中的科学论文的文献计量指标进行分析。由于在两个数据库中获得的结果相似，因此没有考虑Web of Science。在与行政管理有关的调查结果中，从出版的角度来看，美国是生产力最高的国家，其次是英国和澳大利亚。关键词与科学领域之间的拓扑数据分析表明，所分析的样本集中于跨学科和多学科研究，大多数理论和基本框架是在1980 - 2000年之间创建的。这些发现为定性和定量研究提供了一个基本框架，可供管理领域的专家应用。
{"title":"Detection of the Lines of Research in Favor of the Implementation and Development of Organizational Culture of Innovation through a Bibliometric Analysis","authors":"Lourdes Pineda-Celaya, María Paz Andrés Reina, Manuel González Pérez","doi":"10.15446/innovar.v33n89.107049","DOIUrl":"https://doi.org/10.15446/innovar.v33n89.107049","url":null,"abstract":"This paper analyzes the lines of research derived from the implementation and development of the organizational culture of innovation in order to identify the trends followed within this field of study. In doing so, we identified potential and recent-interest trends that could contribute both to the development of this scientific field and to the search of companies for competitive advantages. The most productive authors, journals and countries were also identified, thus offering a solid basis for future research. The methodology consisted of the analysis of bibliometric indicators from scientific articles in Scopus database published between 1980 and 2000. The Web of Science was not considered since the results obtained in both databases were similar. Among the relevant findings related to administration, in publishing terms, the United States is the most productive country, followed by the United Kingdom and Australia. The analysis of topological data between keywords and science areas shows that the analyzed sample focuses on inter- and multidisciplinary studies, and that most theories and basic frameworks were created between 1980 and 2000. These findings provide a basic framework for qualitative and quantitative research that could be applied by experts in the field of management.","PeriodicalId":40012,"journal":{"name":"Innovar","volume":"53 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135201857","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-02-01DOI: 10.15446/innovar.v33n89.107039
Juan Ibujés-Villacís, Antonio Franco-Crespo
En los últimos años se ha hecho énfasis en buscar los factores determinantes que identifican a las compañías innovadoras. Esta investigación tiene como objetivo determinar si la eficiencia relativa podría ser un indicador por el cual se pueda identificar a ese tipo de compañías. El ámbito de aplicación son las compañías de manufactura de la provincia de Pichincha, Ecuador. Dada la naturaleza cuantitativa de la investigación, en una primera etapa se recopiló y procesó la información contable de las compañías entre el periodo 2014-2019, y se estimó la eficiencia relativa mediante el análisis envolvente de datos. En una segunda etapa, con la información de 412 compañías filtradas de la última encuesta de innovación, a través de regresión logística binaria, se determinaron las actividades de innovación que tienen una incidencia significativa en los diferentes tipos de innovación. Como resultado, se definió que los gastos que influyen en la eficiencia relativa están relacionados significativamente con los gastos dedicados a las actividades de innovación. Este artículo aporta en la determinación de la eficiencia relativa como un indicador en la identificación de las compañías innovadoras en el sector de manufactura, y que no solo se podría extender a otros sectores de la economía ecuatoriana, sino también a otras economías contiguas de la región.
{"title":"La eficiencia relativa como indicador de innovación. El caso de las compañías de manufactura en Pichincha, Ecuador","authors":"Juan Ibujés-Villacís, Antonio Franco-Crespo","doi":"10.15446/innovar.v33n89.107039","DOIUrl":"https://doi.org/10.15446/innovar.v33n89.107039","url":null,"abstract":"En los últimos años se ha hecho énfasis en buscar los factores determinantes que identifican a las compañías innovadoras. Esta investigación tiene como objetivo determinar si la eficiencia relativa podría ser un indicador por el cual se pueda identificar a ese tipo de compañías. El ámbito de aplicación son las compañías de manufactura de la provincia de Pichincha, Ecuador. Dada la naturaleza cuantitativa de la investigación, en una primera etapa se recopiló y procesó la información contable de las compañías entre el periodo 2014-2019, y se estimó la eficiencia relativa mediante el análisis envolvente de datos. En una segunda etapa, con la información de 412 compañías filtradas de la última encuesta de innovación, a través de regresión logística binaria, se determinaron las actividades de innovación que tienen una incidencia significativa en los diferentes tipos de innovación. Como resultado, se definió que los gastos que influyen en la eficiencia relativa están relacionados significativamente con los gastos dedicados a las actividades de innovación. Este artículo aporta en la determinación de la eficiencia relativa como un indicador en la identificación de las compañías innovadoras en el sector de manufactura, y que no solo se podría extender a otros sectores de la economía ecuatoriana, sino también a otras economías contiguas de la región.","PeriodicalId":40012,"journal":{"name":"Innovar","volume":"49 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135201858","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-12-21DOI: 10.15446/innovar.v33n87.105512
Sergio Andrés Osuna Ramírez, Manuela Escobar Sierra
Higher education institutions (heis), especially during the pandemic crisis, have faced the challenge of designing a sustainable competitive advantage strategy to attract and retain students. However, since constructing a sustainable brand requires successfully building its legitimacy, sustainability messages must be presented appropriately by using suitable communication channels, such as social networks, that attract younger generations of students and become the only form to communicate with them during the confinement. Hence, this paper investigates if Colombian heis effectively use marketing communication tools to inform their sustainability strategies. For this purpose, a literature review of the terms “university sustainability” and “marketing” was initially conducted, applying a mixed-methods approach. Then, an exploratory analysis with the web scraping technique that considered Facebook® messages posted by five private heis in Medellín city (Colombia) was developed during a ten-month period. Finally, an examination approach was applied to summarize data, find hidden relationships, and make predictions through Python programming language. Despite good intentions and reasonable efforts, results indicate that heis do not seem to have a systematic strategy for communicating sustainability issues. Instead, they give the impression of managing sustainability issues mainly from an economic point of view. As a result, universities’ communication of sustainable practices that enhance institutional reputation and increase student retention still appears to be sporadic and insufficient.
{"title":"Getting Past the Crisis: Marketing Communication of University Sustainability","authors":"Sergio Andrés Osuna Ramírez, Manuela Escobar Sierra","doi":"10.15446/innovar.v33n87.105512","DOIUrl":"https://doi.org/10.15446/innovar.v33n87.105512","url":null,"abstract":"Higher education institutions (heis), especially during the pandemic crisis, have faced the challenge of designing a sustainable competitive advantage strategy to attract and retain students. However, since constructing a sustainable brand requires successfully building its legitimacy, sustainability messages must be presented appropriately by using suitable communication channels, such as social networks, that attract younger generations of students and become the only form to communicate with them during the confinement. Hence, this paper investigates if Colombian heis effectively use marketing communication tools to inform their sustainability strategies. For this purpose, a literature review of the terms “university sustainability” and “marketing” was initially conducted, applying a mixed-methods approach. Then, an exploratory analysis with the web scraping technique that considered Facebook® messages posted by five private heis in Medellín city (Colombia) was developed during a ten-month period. Finally, an examination approach was applied to summarize data, find hidden relationships, and make predictions through Python programming language. Despite good intentions and reasonable efforts, results indicate that heis do not seem to have a systematic strategy for communicating sustainability issues. Instead, they give the impression of managing sustainability issues mainly from an economic point of view. As a result, universities’ communication of sustainable practices that enhance institutional reputation and increase student retention still appears to be sporadic and insufficient.","PeriodicalId":40012,"journal":{"name":"Innovar","volume":"19 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"75494138","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-12-21DOI: 10.15446/innovar.v33n87.105501
S. MacSween, B. Canziani
This study investigates consumer preferences for brand tone when they are under a stressful situation (i.e., lockdown during the covid-19 pandemic). Five mutually exclusive brand tone choices were presented to consumer respondents (informative, comforting, trustworthy, inspiring, and humorous). Consumer preferences for these were inspected and analyzed against demographics and self-reported items related to pandemic-induced stress and coping behaviors. The statistical relationships between stress and individual brand tone preferences varied from negligible to negative. No positive associations were noted. Gender and marital status showed significant associations with brand tone selections. Marketing managers should be aware that consumers continue to prioritize informative messages during uncertain times. However, the use of comfort is also helpful during turbulent times and may be particularly appropriate for female consumers seeking social connections. Regarding study limitations, this research focused on u.s. residents during a single pandemic crisis. Respondent stress was self-reported.
{"title":"COVID Communications: Preferred Brand Tones for Consumers during Stressful Times","authors":"S. MacSween, B. Canziani","doi":"10.15446/innovar.v33n87.105501","DOIUrl":"https://doi.org/10.15446/innovar.v33n87.105501","url":null,"abstract":"This study investigates consumer preferences for brand tone when they are under a stressful situation (i.e., lockdown during the covid-19 pandemic). Five mutually exclusive brand tone choices were presented to consumer respondents (informative, comforting, trustworthy, inspiring, and humorous). Consumer preferences for these were inspected and analyzed against demographics and self-reported items related to pandemic-induced stress and coping behaviors. The statistical relationships between stress and individual brand tone preferences varied from negligible to negative. No positive associations were noted. Gender and marital status showed significant associations with brand tone selections. Marketing managers should be aware that consumers continue to prioritize informative messages during uncertain times. However, the use of comfort is also helpful during turbulent times and may be particularly appropriate for female consumers seeking social connections. Regarding study limitations, this research focused on u.s. residents during a single pandemic crisis. Respondent stress was self-reported.","PeriodicalId":40012,"journal":{"name":"Innovar","volume":"24 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"89481641","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-12-21DOI: 10.15446/innovar.v33n87.105513
Linda Rocío Hernández Díaz
Las restricciones impuestas para contener la pandemia por covid-19 durante el 2020 ocasionaron un gran crecimiento del e-commerce, que no fue uniforme en todas las categorías de productos. Las categorías con comportamientos menos favorables requieren de herramientas para estimular las ventas por el canal digital y los productos más favorecidos necesitan fidelizar a sus clientes. La generación de boca-oído electrónico o e-WoM es una de estas herramientas de las estrategias de marketing que incentivan el e-commerce, por lo que es importante analizar las variables que lo afectan. Una de ellas es la confianza del consumidor en las tiendas en línea, que en el contexto internacional se ha demostrado que promueve el e-WoM. Se realizó un estudio transversal con base en un modelo de ecuaciones estructurales planteado a partir de las escalas de confianza y e-WoM encontradas en la literatura, y comprobado mediante la técnica de regresión de mínimos cuadrados parciales en el software SmartPLS3. Para ello, se encuestó a clientes de tiendas de e-commerce b2c de Bogotá, Medellín y Cali. Los resultados demuestran que los expertos en mercadeo en Colombia deben buscar mecanismos para fortalecer la confianza en las tiendas en línea, porque con ello se contribuye a la difusión de boca-oído electrónico.
{"title":"Evaluación de los efectos de la confianza del consumidor sobre el boca-oído electrónico (e-WoM) en tiendas de comercio electrónico en Colombia","authors":"Linda Rocío Hernández Díaz","doi":"10.15446/innovar.v33n87.105513","DOIUrl":"https://doi.org/10.15446/innovar.v33n87.105513","url":null,"abstract":"Las restricciones impuestas para contener la pandemia por covid-19 durante el 2020 ocasionaron un gran crecimiento del e-commerce, que no fue uniforme en todas las categorías de productos. Las categorías con comportamientos menos favorables requieren de herramientas para estimular las ventas por el canal digital y los productos más favorecidos necesitan fidelizar a sus clientes. La generación de boca-oído electrónico o e-WoM es una de estas herramientas de las estrategias de marketing que incentivan el e-commerce, por lo que es importante analizar las variables que lo afectan. Una de ellas es la confianza del consumidor en las tiendas en línea, que en el contexto internacional se ha demostrado que promueve el e-WoM. Se realizó un estudio transversal con base en un modelo de ecuaciones estructurales planteado a partir de las escalas de confianza y e-WoM encontradas en la literatura, y comprobado mediante la técnica de regresión de mínimos cuadrados parciales en el software SmartPLS3. Para ello, se encuestó a clientes de tiendas de e-commerce b2c de Bogotá, Medellín y Cali. Los resultados demuestran que los expertos en mercadeo en Colombia deben buscar mecanismos para fortalecer la confianza en las tiendas en línea, porque con ello se contribuye a la difusión de boca-oído electrónico.","PeriodicalId":40012,"journal":{"name":"Innovar","volume":"112 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"87786563","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-12-21DOI: 10.15446/innovar.v33n87.105500
Moisés Rubén Zamora-Ramos, Montserrat Díaz-Méndez, Antonio Chamorro‐Mera
During the global covid-19 pandemic, most of higher education institutions (heis) were forced to migrate to an e-learning methodology in order to continue their academic activities. At the same time, the student complaint behavior (scb) increased due to new experiences of dissatisfaction or non-satisfaction. In this context, and seeking to ensure student satisfaction, heis have managed this behavior in the same form that companies do with their customers. Therefore, we present a critical analysis on the generic and standardized approach in the literature and practice to understanding and managing scb in the same way as customer complaint behavior (ccb) is managed. A review of the literature on the theories and studies related to scb and ccb and the student/customer treatment debate are presented, highlighting the complexity of higher education (he) service, which is considered a pillar of development due to its social value. The authors argue the suitable application of the Service-Dominant Logic (sdl), specifically its value co-creation premise, as well as the principles of the Service Ecosystem theory to differentiate scb from ccb. This may allow heis to continue to ensure student satisfaction through the management of their complaints without compromising educational quality and service sustainability. The reflection hereby presented is limited to the Latin America region educational contexts and their structures.
{"title":"Higher Education Student Complaint Behavior in a Complex Service Ecosystem: A Value Co-creation Perspective","authors":"Moisés Rubén Zamora-Ramos, Montserrat Díaz-Méndez, Antonio Chamorro‐Mera","doi":"10.15446/innovar.v33n87.105500","DOIUrl":"https://doi.org/10.15446/innovar.v33n87.105500","url":null,"abstract":"During the global covid-19 pandemic, most of higher education institutions (heis) were forced to migrate to an e-learning methodology in order to continue their academic activities. At the same time, the student complaint behavior (scb) increased due to new experiences of dissatisfaction or non-satisfaction. In this context, and seeking to ensure student satisfaction, heis have managed this behavior in the same form that companies do with their customers. Therefore, we present a critical analysis on the generic and standardized approach in the literature and practice to understanding and managing scb in the same way as customer complaint behavior (ccb) is managed. A review of the literature on the theories and studies related to scb and ccb and the student/customer treatment debate are presented, highlighting the complexity of higher education (he) service, which is considered a pillar of development due to its social value. The authors argue the suitable application of the Service-Dominant Logic (sdl), specifically its value co-creation premise, as well as the principles of the Service Ecosystem theory to differentiate scb from ccb. This may allow heis to continue to ensure student satisfaction through the management of their complaints without compromising educational quality and service sustainability. The reflection hereby presented is limited to the Latin America region educational contexts and their structures.","PeriodicalId":40012,"journal":{"name":"Innovar","volume":"188 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"81444682","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-12-21DOI: 10.15446/innovar.v33n87.105509
S. Leyva-Hernández, Virginia Margarita González-Rosales, Oscar Galván Mendoza, Arcelia Toledo-López
This study sought to understand the factors behind the intention towards buying organic products mentioned in the existing literature and provide conceptual and theoretical guidelines for future research on the subject. A systematic revision of original research papers included in Scopus and Web of Science databases during the period 2011-2021 was conducted, resulting in a sample of 162 articles. The results show that the attitude, values, and confidence of the consumer were the main factors in the intention to buy organic foods. Moreover, it was found that the theory of planned behavior was the most used theoretical framework in the analysis of organic foods purchasing. The changes brought by the covid-19 pandemic are manifested in consumers’ values and their implications to the sale of this type of foods. We propose to consider consumers’ values as variables that intertwine the rational and motivational approaches to consumption analysis. It is also proposed to understand the purchase intention underlying the stimulation of attitudes and the confidence of consumers due to their values. Finally, it is suggested to consider the analysis of the mediating effect of attitudes and trust in the relationship between values and purchase intention.
本研究旨在了解现有文献中提到的购买有机产品的意向背后的因素，并为未来的研究提供概念和理论指导。对2011-2021年Scopus和Web of Science数据库中收录的原始研究论文进行系统修订，共收录162篇论文。结果表明，消费者的态度、价值观和信心是影响其购买有机食品意愿的主要因素。此外，研究发现计划行为理论是有机食品购买行为分析中最常用的理论框架。covid-19大流行带来的变化体现在消费者的价值观及其对这类食品销售的影响上。我们建议考虑消费者的价值观作为变量，交织理性和动机的方法来消费分析。本文还提出要理解消费者的价值观对态度和信心的刺激背后的购买意向。最后，建议考虑分析态度和信任在价值观与购买意愿关系中的中介作用。
{"title":"Main Factors that Explain Organic Food Purchase Intention: A Systematic Review","authors":"S. Leyva-Hernández, Virginia Margarita González-Rosales, Oscar Galván Mendoza, Arcelia Toledo-López","doi":"10.15446/innovar.v33n87.105509","DOIUrl":"https://doi.org/10.15446/innovar.v33n87.105509","url":null,"abstract":"This study sought to understand the factors behind the intention towards buying organic products mentioned in the existing literature and provide conceptual and theoretical guidelines for future research on the subject. A systematic revision of original research papers included in Scopus and Web of Science databases during the period 2011-2021 was conducted, resulting in a sample of 162 articles. The results show that the attitude, values, and confidence of the consumer were the main factors in the intention to buy organic foods. Moreover, it was found that the theory of planned behavior was the most used theoretical framework in the analysis of organic foods purchasing. The changes brought by the covid-19 pandemic are manifested in consumers’ values and their implications to the sale of this type of foods. We propose to consider consumers’ values as variables that intertwine the rational and motivational approaches to consumption analysis. It is also proposed to understand the purchase intention underlying the stimulation of attitudes and the confidence of consumers due to their values. Finally, it is suggested to consider the analysis of the mediating effect of attitudes and trust in the relationship between values and purchase intention.","PeriodicalId":40012,"journal":{"name":"Innovar","volume":"619 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"83556862","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-12-21DOI: 10.15446/innovar.v33n87.106350
S. Rojas-Berrio, J. Sánchez-Torres, F. Arroyo-Cañada, Flor Madrigal-Moreno
Este nuevo número de Innovar es la continuación del resultado de la convocatoria a número especial “Marketing y comportamiento del consumidor durante y en la superación de una pandemia”, cuyo propósito fue brindar a la comunidad académica del campo disciplinar del marketing un espacio para divulgar sus resultados de investigación relacionados con el marketing y el comportamiento del consumidor durante y en la superación de una pandemia.
{"title":"Retos del marketing desde la pandemia por COVID-19","authors":"S. Rojas-Berrio, J. Sánchez-Torres, F. Arroyo-Cañada, Flor Madrigal-Moreno","doi":"10.15446/innovar.v33n87.106350","DOIUrl":"https://doi.org/10.15446/innovar.v33n87.106350","url":null,"abstract":"Este nuevo número de Innovar es la continuación del resultado de la convocatoria a número especial “Marketing y comportamiento del consumidor durante y en la superación de una pandemia”, cuyo propósito fue brindar a la comunidad académica del campo disciplinar del marketing un espacio para divulgar sus resultados de investigación relacionados con el marketing y el comportamiento del consumidor durante y en la superación de una pandemia.","PeriodicalId":40012,"journal":{"name":"Innovar","volume":"55 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"77632802","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-12-21DOI: 10.15446/innovar.v33n87.105507
Sofia Gomes, João Lopes, José Oliveira
The covid-19 pandemic brought the opportunity to accelerate the acceptance and usage of existing behaviors and innovations by society and the market. Amongst these innovations, e-commerce food stands out, allowing food companies to redesign their models to face the demand during the pandemic. This research aims to recognize the profile of online food buyers within Portugal and understand the determinants of online food purchase intention in the context of the pandemic. The methodology applied is quantitative, using the Partial Least Squares method to test the hypotheses formulated by the proposed structural model. The data used resulted from applying an online questionnaire to 358 food consumers in Portugal. The results show that situational factors directly related to eating behavior positively impact the online food shopping experience, increasing the intention to purchase food online during covid-19. Concerning the profile of the e-consumer, it seems that owning a vehicle negatively influences the intention to purchase food in e-commerce, as opposed to the level of income, which is a positive factor. On the theoretical side, this research contributes to the literature by contributing on the theme of food e-commerce in a pandemic time, which is currently very scarce. As for practical contributions, through the identification of the trends in consumer behavior during and after the pandemic, companies can better anticipate and prepare for new consumer needs and profiles, consequently developing new strategies and increasing their e-commerce sales. Since Portugal has a small digital population and less than 35% of digital natives, the prominence of studies in this area is minor. The current research is original and innovative, as studies that analyze consumer behavior in food e-commerce in this country, specifically during a pandemic, are scarcer.
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Pub Date : 2022-12-21DOI: 10.15446/innovar.v33n87.105514
Herbert Jair Bermudez Sosa, Edison Jair Duque-Oliva
La pandemia por covid-19 ocasionó cambios en los hábitos de consumo, siendo uno de los principales la digitalización de la compra, ya que los confinamientos obligaron al abastecimiento en tiendas online, así como surgieron cambios en la forma de comprar productos y percibir promociones e incentivos. Por este motivo, es importante estudiar cómo los marcos promocionales de mayor uso y preferencia influyen al momento de realizar compras online. Así, se realizaron dos ejercicios experimentales para analizar las preferencias frente a diferentes tipos de promociones de productos en la categoría detergentes de ropa, para lo cual se reunió a 61 personas sometidas a una agrupación de cuatro promociones de venta, analizando su intención de compra. Los resultados mostraron que marcos promocionales de ganancias tienen efectos incrementales en la intención de compra, evidenciando heurísticos de disponibilidad en el proceso de decisión, además de preferencia por las que incluyeron regalos o agregados al producto. Estos hallazgos permitirán a las marcas organizar mejor su estrategia promocional online y tener mejor concordancia con los hábitos de compra online en la pandemia por covid-19, además de ampliar el conocimiento teórico en procesos de decisiones de compra. El ejercicio podría ampliarse a otras tipologías de promoción y categorías de conveniencia no contempladas en el presente estudio.
{"title":"Influencia de los marcos promocionales de ganancia en las decisiones de compra de consumidores de detergente en tienda online: un aporte experimental en el canal de la COVID-19","authors":"Herbert Jair Bermudez Sosa, Edison Jair Duque-Oliva","doi":"10.15446/innovar.v33n87.105514","DOIUrl":"https://doi.org/10.15446/innovar.v33n87.105514","url":null,"abstract":"La pandemia por covid-19 ocasionó cambios en los hábitos de consumo, siendo uno de los principales la digitalización de la compra, ya que los confinamientos obligaron al abastecimiento en tiendas online, así como surgieron cambios en la forma de comprar productos y percibir promociones e incentivos. Por este motivo, es importante estudiar cómo los marcos promocionales de mayor uso y preferencia influyen al momento de realizar compras online. Así, se realizaron dos ejercicios experimentales para analizar las preferencias frente a diferentes tipos de promociones de productos en la categoría detergentes de ropa, para lo cual se reunió a 61 personas sometidas a una agrupación de cuatro promociones de venta, analizando su intención de compra. Los resultados mostraron que marcos promocionales de ganancias tienen efectos incrementales en la intención de compra, evidenciando heurísticos de disponibilidad en el proceso de decisión, además de preferencia por las que incluyeron regalos o agregados al producto. Estos hallazgos permitirán a las marcas organizar mejor su estrategia promocional online y tener mejor concordancia con los hábitos de compra online en la pandemia por covid-19, además de ampliar el conocimiento teórico en procesos de decisiones de compra. El ejercicio podría ampliarse a otras tipologías de promoción y categorías de conveniencia no contempladas en el presente estudio.","PeriodicalId":40012,"journal":{"name":"Innovar","volume":"68 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"87654385","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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