Revisión del inventario de estilo del consumidor (CSI): el caso del estilo de toma de decisiones de los mileniales en un mercado en desarrollo
Barra lateral del artículo
Contenido principal del artículo
Resumen
Esta investigación estudia los estilos de compra de los consumidores jóvenes, especialmente los mileniales (Gen Y y Gen Z), cuyas idiosincrasias y peculiaridades de consumo son bastante diferentes a las de las generaciones anteriores. El presente estudio amplió aún más los ocho constructos del inventario de estilos del consumidor (CSI en inglés) que fueron concebidos por Sproles & Kendall, desarrollando seis constructos adicionales que ayudan a definir el estilo de toma de decisiones de los consumidores más jóvenes. La población de muestra para este estudio estuvo compuesta por 125 encuestados (consumidores jóvenes), que fueron seleccionados al azar en los 20 gobiernos locales del estado de Lagos en Nigeria. Se realizó un análisis factorial mediante rotación varimax, se aplicó un criterio de raíz latente (valor propio =1), una prueba del gráfico de scree y un porcentaje de varianza para determinar el número de factores que son significativos para retener entre las variables. Los hallazgos revelan que los nuevos constructos CSI desarrollados en este estudio (sensualidad, tendencia, marca global, inteligencia, socialización y entretenimiento) son fuertes y significativos dentro de los estilos de toma de decisiones de los consumidores jóvenes. Los seis (6) constructos desarrollados revelan que los estilos de compra de los consumidores jóvenes están evolucionando y se han vuelto sofisticados y relativamente dinámicos. Es por eso por lo que confiar únicamente en los constructos de Sproles y Kendall para evaluar los estilos de toma de decisiones de compra de los consumidores jóvenes es inadecuado y crea brechas en el desarrollo de la estrategia de negocios/comportamiento. En general, los constructos desarrollados aquí capturan las variables que en su mayoría sustentan y dominan las consideraciones dentro de los estilos y comportamientos de toma de decisiones de compra entre los mileniales.
Descargas
Detalles del artículo
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.
Aquellos autores/as que tengan publicaciones con esta revista, aceptan los términos siguientes:
- Los autores/as conservarán sus derechos de autor y garantizarán a la revista el derecho de primera publicación de su obra, después de su publicación en la Revista la reproducción del artículo estará sujeto a la Licencia CC BY NC SA.
- Los autores/as podrán adoptar otros acuerdos de licencia no exclusiva de distribución de la versión de la obra publicada (p. ej.: depositarla en un archivo telemático institucional o publicarla en un volumen monográfico) siempre que se indique la publicación inicial en esta revista.
Citas
Alflrevic, N., Potocan, V. & Nedelko, Z. (2021). Students’ Values, Professional Socialization and the Mental Gap of Corporate Social Responsibility Perceptions. PLoS ONE, 16(12), 1-23. DOI: https://doi.org/10.1371/journal.pone.0261653
Alic, A., Cinjarevic, M. & Kahriman, N.M. (2022). Exploring the Antecedents of Masstige Purchase Behaviour among Different Generations. Management & Marketing Challenges for the Knowledge Society, 17(3), 255-271. DOI: https://doi.org/10.2478/mmcks-2022-0014
Arsha, S. M., Rehan, A. K. & Kanwal, S. (2022). Meme Marketing and Purchasing Behaviour: A Study of Active Social Media Users. Journal of the Research Society of Pakistan, 59(3), 216-225.
Bakewell, C. & Mitchell, V. W. (2006). Male Versus Female Consumer Decision Making. Journal of Business Research, 59, 1297-1300. DOI: https://doi.org/10.1016/j.jbusres.2006.09.008
Balleys, C., Millerand, F. & Thoer, C. (2020). Searching for Oneself on YouTube: Teenage Peer Socialization and Social Recognition Process. Social Media + Society, (April-June), 1-11. DOI: https://doi.org/10.32376/3f8575cb.c4726ee9
Bartlett, M. S. (1954). A further note on the multiplying factors for various X2 approximations in factor analysis. Journal of the Royal Statistical Society, 16(2), 296-298. DOI: https://doi.org/10.1111/j.2517-6161.1954.tb00174.x
Barrios-Rubio, A. (2021). From the Antenna to the Display Devices: Transformation of the Colombian Radio Industry. Journalism and Media, 2, 208-224. DOI: https://doi.org/10.3390/journalmedia2020012
Becker, S. J., Marceau, K., Hernandez, L. & Spirito, A. (2019). Is it Selection or Socialization? Disentangling Peer Influences on Heavy Drinking and Marijuana Use among Adolescents Whose Parents Received Brief Interventions. Substance Abuse Research and Treatment, 13, 1-9. DOI: https://doi.org/10.1177/1178221819852644
Bervian, L. M. & Floriani, D.E. (2020). Do Women Dress for Other Women? A Study on Female Luxury Consumption and Intrasexual Competition. Brazilian Journal of Marketing, 20(1), 105-131. DOI: https://doi.org/10.5585/remark.v20i1.17940
Bryman, A. & Bell, E. (2011). Business Research Methods (3rd Edition). Oxford, UK: Oxford University Press.
Chi, Y. N. & Lovett, M. G. (2010). Consumer Decision-Making Styles of Hispanic American College Students: A Consumer Styles Inventory Approach. American Journal of Business Research, 3(2), 5-24.
Chih-Fu, W., Ying-Kit, W., Hsiu-Hui, H. & Cheng-Yu, H. (2022). Applying Affordance Factor Analysis for Smart Home Speakers in Different Age Groups: A Case Study Approach. Sustainability, 14(2156), 1-22. DOI: https://doi.org/10.3390/su14042156
Chiguvi, D. & Musasa, T. (2021). Influence of Psychological Antecedents of Consumers Decision-Making Styles on Millennial Consumers Innovativeness in Botswana. Eurasian Journal of Business and Management, 9(1), 1-13. DOI: https://doi.org/10.15604/ejbm.2021.09.01.001
Cowart, K. O. & Goldsmith, R. E. (2007). The influence of consumer decision-making styles on online apparel consumption by college students. International Journal of Consumer Studies, 31(6), 639-647. DOI: https://doi.org/10.1111/j.1470-6431.2007.00615.x
Durvasula, S., Lysonski, S. and Andrews, J. C. (1993). Cross-Cultural Generalizability of a Scale for Profiling Consumers’ Decision-Making Styles, Journal of Consumer Affairs, 27(1), pp. 55-65. DOI: https://doi.org/10.1111/j.1745-6606.1993.tb00737.x
Fan, J. X. & Xio, J. J. (1998). Consumer Decision-Making Styles of Young-Adult Chinese. Journal of Consumer Affairs, 32(2), 275-294. DOI: https://doi.org/10.1111/j.1745-6606.1998.tb00410.x
Gazola, P., Grechi, D., Pavione, E. & Gilardoni, G. (2022). Italian Wine Sustainability: New Trends in Consumer Behaviours for the Millennial Generation. British Food Journal, 124(11), 4103-4121. DOI: https://doi.org/10.1108/BFJ-05-2021-0493
Ghosh, K. & Bhattacharya, S. (2022). Investigating the Antecedents of Luxury Brands for Gen Z Consumers in India: a PLS-SEM Approach. Young Consumers, 23(4), 603-626. DOI: https://doi.org/10.1108/YC-09-2021-1390
Guan, J., Yui-Yip, L., Yang, H. & Ren, L. (2022). To Buy or Not to Buy: How Young Consumers Approach New Smart Products in the Social Media Context. Young Consumers, 23(1), 90-111. DOI: https://doi.org/10.1108/YC-12-2020-1272
Hafstrom, J. L., Chae, L. S. & Chung, Y. S. (1992). Consumer Decision-Making Styles: Comparison between United States and Korean Young Consumers. Journal of Consumer Affairs, 26(1), 146-158. DOI: https://doi.org/10.1111/j.1745-6606.1992.tb00020.x
Hair J, F., Anderson, R. E., Tatham, R. L. & Black, W. C. (1998). Multivariate Data Analysis. Prentice Hall Inc, New Jersey.
Hanzaee, K. H. & Aghasibeig, S. (2008). Generation Y Female and Male Decision-Making Styles in Iran: Are they different? International Review of Retail, Distribution and Consumer Research, 18(5), 521-537. DOI: https://doi.org/10.1080/09593960802573443
Hiu, A. S. Y., Siu, N. Y. M., Wang, C. C. L. & Chang, L. M. K. (2001). An Investigation of Decision-Making Styles of Consumers in China. Journal of Consumer Affairs, 35(2), 326-345. DOI: https://doi.org/10.1111/j.1745-6606.2001.tb00117.x
Ju-Young, M. K., Kim, K. P. J., & Juanjuan, W. (2013). Consumer Style Inventory and Intent to Social-Shop Online for Apparel Using Social Networking Sites. Journal of Fashion Marketing and Management, 18(3), 301-320. DOI: https://doi.org/10.1108/JFMM-09-2012-0057
Jui-Lung, C. & Siriwat, P. (2022). A Discussion on University Students’ Online Shopping Behaviours Amid the COVID-19 Pandemic. Advances in Management & Applied Economics, 12(3), 1-16. DOI: https://doi.org/10.47260/amae/1231
Kaiser, H. F. (1958). The Varimax Criterion for Analytic Rotation in Factor Analysis. Psychometrika, 23(3), 187-200. DOI: https://doi.org/10.1007/BF02289233
Kellie, E. (2022). Lingerie Brands are Leaning into Sexual Wellness Business, Women’s Wear Daily-WWD, 109, 8.
Koutroulou, A., & Tsourgiannis, L. (2011). Factors Affecting Consumers’ Purchasing Behaviour towards Local Foods in Greece: The Case of the Prefecture of Xanthi. Scientific Bulletin-Economic Science, 10(2), 34-47.
Kwan, C. W., Yeung, K. W. & Au, K. F. (2008). Relationships between Consumer Decision Making Styles and Lifestyle Characteristics: Young Fashion Consumers in China. Journal of the Textile Institute, 99(3), 193-209. DOI: https://doi.org/10.1080/00405000701462351
Loan, C. M., Khurana, A., Wright, J. & Romer, D. (2021). Selection Versus Socialisation Effects of Peer Norms on Adolescent Cigarette Use. Tobacco Use Insights, 14, 1-8. DOI: https://doi.org/10.1177/1179173X211066005
Lysonski, S., Durvasula, S. and Zotos, Y. (1996). Consumer Decision-Making Styles: A Multi-Country Investigation. European Journal of Marketing, 30(12), 10-21. DOI: https://doi.org/10.1108/03090569610153273
Maheshwari, V., Sinnott, K. & Morris, B. (2018). Digital Marketing and the Young Consumer. In A. Gbadamosi (Ed). Young Consumer Behaviour: A Research Companion 188-207. Abingdon, Oxon, UK: Routledge. DOI: https://doi.org/10.4324/9781315213590-11
Mishra, A. A. (2010). Consumer decision-making styles and young-adult consumers: An Indian exploration. Management & Marketing-Craiova, (2), 229-246.
Mokhlis, S. (2009). An investigation of consumer decision-making styles of young-adults in Malaysia. International journal of Business and Management, 4(4), 140-148. DOI: https://doi.org/10.5539/ijbm.v4n4p140
Mokhlis, S., & Salleh, H. S. (2009). Consumer decision-making styles in Malaysia: An exploratory study of gender differences. European Journal of Social Sciences, 10(4), 574-584.
Nasimi, M. A., Pali, S., Nasimi, M. H., Amiri, S. & Nasimi, S. (2015). A model for mobile phone consumer decision making styles in Iran. Research Journal of Fisheries and Hydrobiology. 10(10), 382-389.
Nie, T., Zheng, Y. & Huang, Y. (2022). Peer Attachment and Proactive Socialisation Behaviour: The Moderating Role of Social Intelligence. Behavioural Sciences, 12(312), 1-14. DOI: https://doi.org/10.3390/bs12090312
Oniku, A. & Joaquim, A.F. (2021). Female Sexuality in Marketing Communication and Effects on the Millennial Buying Decisions in Fashion Industry in Nigeria. Rajagiri Management Journal, 16(2), 105-117. DOI: https://doi.org/10.1108/RAMJ-09-2020-0055
Rogers, C. & DeFanti, M. (2021). Improving the Global Competitiveness of Beiersdorf Global AG with Brand Portfolio Management: A Case Study. CV, 19(1&2), 1-8.
Ryding, D., Henninger, C. E., Rudawska, E. & Vignali, G. (2020). Extending the Consumer Style Inventory to Define Consumer Typologies for Second hand Clothing Consumption in Poland. European Research Studies Journal, XXIII (Special Edition 2), 410-433. DOI: https://doi.org/10.35808/ersj/1833
Sherrington, A. M., Oakes, S. & Hunter-Jones, P. (2018). Amplifying the Voices of Young Consumers in Food Advertising Research. In A. Gbadamosi (Ed). Young Consumer Behaviour: A Research Companion, 246-267. Abingdon, Oxon, UK: Routledge. DOI: https://doi.org/10.4324/9781315213590-14
Shira, R. & Sask, R. (2021). A New Comfort Zone: Women in Arab Countries are Embracing Female-Owned Lingerie Shops and their Websites. Postmedia Network Inc., 4.
Sproles, G. B. (1985). From Perfectionism to Fadism: Measuring Consumer’s Decision-Making Styles. Proceedings, American Council on Consumer Interests, 79-85.
Sproles, G. B. & Kendall, E. L. (1986). A Methodology for Profiling Consumer’s Decision-Making Styles. The Journal of Consumer Affairs, 20, 267-279. DOI: https://doi.org/10.1111/j.1745-6606.1986.tb00382.x
Sugita, W., Setini, M. & Anshori, Y. (2021). Counter Hegemony of Cultural Art Innovation against Art in Digital Media. Journal of Open Innovation: Technology, Market, and Complexity, 7(147), 1-13. DOI: https://doi.org/10.3390/joitmc7020147
Tabachnick, B. G. & Fidell, L. S. (1989). Using Multivariate Statistics, Harper Collins, New-York.
Vasesi, A. G. (2022). Luxury Clothing Market’s Unrivalled Rise – What’s Causing the Boom Currently, Gen Z and Millennials’ Addiction to the Segment and APAC’s Dominance, Apparel Resource (Mumbai), June.
Wagner, U., Jacob, I., Khanna, M. & Rai, K.A. (2021). Possession Attachment toward Global Brands: How the “World of Barbie” is Shaping the Mindsets of Millennial Girls. Journal of International Consumer Marketing, 33(4), 434-451. DOI: https://doi.org/10.1080/08961530.2020.1813671
Wu, Y. (2021). Can Pop Culture Allay Resentment? Japan’s Influence in China Today. Media and Communication, 9(3), 112-122. DOI: https://doi.org/10.17645/mac.v9i3.4117
Yang, W. C., Lin, T. L., & Chang, C. M. (2010). A Comparative Study of Consumer Decision-Making Styles in Leisure Farm with Different Tourists’ Backgrounds. Journal of Global Business Management, 6(2), 1.
Yanto, H. (2021). The Roles of Peers and Social Media in Building Financial Literacy among the Millennial Generation: A Case of Indonesian Economics and Business Students. Cogent Social Sciences, 7, 1-15. DOI: https://doi.org/10.1080/23311886.2021.1947579