Purchase behavior in COVID-19
a cross study in Mexico, Colombia, and Ecuador
Fecha
2020Autor
larios-Gómez, Emigdio
Fischer, Laura
Peñalosa-Otero, Mónica Eugenia
Ortega Vivanco, Mayra Janet
Resumen
This article explores the critical factors of consumption in Mexico, Ecuador, and Colombia, due to confinement
and social distancing. Besides, which are the factors that influence the purchase decision. In the proposed model,
we tested from quantitative research with a sample of 2,065 online consumers. We analyzed the following statistics: CFA, structural equations, invariance of measurement instruments, and multi-group analysis with the
Smart Pls 3 and EQS 6.3 software. The study reveals that time, space, and place in the consumption process is
more visible in the purchasing behavior with social distancing, healthy distance, and the commercial restriction
caused by the health contingency. In addition to being a health and humanitarian crisis, the pandemic has severe
economic consequences worldwide as 1) the increase in unemployment rates, 2) collapsed health systems, 3)
education models overwhelmed by technology, 4) supply chains interrupted by the closure of borders, 5) international and domestic tourism suspended due to a lack of sanitary protocols,6) social coexistence curtailed by
significantly increased infections and 7) a decreasing demand by consumers for the closure of companies. Despite
being Latin American countries, cultural differences were not the priority of consumption in the crisis period due
to Covid-19. They significantly change purchasing behaviors, and all have adapted to online and home delivery
purchases by the social factor, local consumption, and consumers' attitude. The article presents several considerations on the main factors of consumption in Covid-19 in collectivist countries (North American and South
America) such as Mexico, Colombia, and Ecuador and finds no substantial differences with consumers. There are
practical implications for companies to adopt online channels and to create sales strategies in the face of the
endemic pandemic.
Palabras clave
Purchase intention in times of pandemi; Purchase behavior intercultural study México; Colombia EcuadorEnlace al recurso
https://doi.org/10.1016/j.heliyon.2021.e06468Colecciones
- Año 2020 [153]
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