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Efectos de las variables relacionadas con la intención de compra en establecimientos gastronómicos de la ciudad de Medellín

dc.contributor.advisorCasadiego Alzate, Rodolfo
dc.contributor.authorMarín Cuartas, Isabella
dc.contributor.authorToro Herrera, Cristian Santiago
dc.coverage.spatialMedellín - Antioquia
dc.date.accessioned2025-02-21T13:00:34Z
dc.date.available2025-02-21T13:00:34Z
dc.date.issued2023-01-30
dc.identifier.urihttp://hdl.handle.net/10823/7581
dc.description.abstractEn este artículo se identificaron aquellas variables que tienen efectos positivos sobre la intención de compra en establecimientos gastronómicos de la ciudad de Medellín. La muestra estuvo conformada por 418 personas, 41.10% hombres y 58.90% mujeres, con edades en su mayoría entre 15 – 39 años (63.64%) y con estudios técnicos y tecnológicos (42.6%). El análisis de los efectos se realizó mediante un planteamiento de dos pasos, donde primero se aplicó un Análisis Factorial Confirmatorio (AFC) y, posteriormente, el Modelo de Ecuaciones Estructurales (SEM), validando el modelo de medida y permitiendo evaluar las hipótesis planteadas en este estudio. Se encontró que las dimensiones ‘Valor Hedónico (VH)’, ‘Contenido Generado por Otros Usuarios (CU)’, ‘Riesgo Percibido (RP), ‘Imagen Corporativa (IC)’,y ‘Calidad Percibida (CP)’ contribuyeron de manera significativa en la ‘Intención de Compra (IP)’. Por otra parte, el constructo ‘Actitud Hacia el Restaurante (AR)’ y el ‘Tipo de Restaurante (TR)’ no resultaron ser determinantes de la intención de compra en establecimientos gastronómicos. Estos resultaron sugieren pautas para los profesionales del Marketing que se concentran en la industria gastronómica en cuanto a los factores en los que deben concentrar mayor atención con el objetivo de tomar mejores decisiones a nivel estratégico.spa
dc.format.mimetypeapplication/pdfspa
dc.language.isospaspa
dc.titleEfectos de las variables relacionadas con la intención de compra en establecimientos gastronómicos de la ciudad de Medellínspa
dc.typeotherspa
dc.type.localDocumento de trabajospa
dc.type.driverinfo:eu-repo/semantics/workingPaperspa
dc.title.translatedEffects of variables related to purchase intention in gastronomic establishments in the city of Medellínspa
dc.subject.proposalCalidad percibidaspa
dc.subject.proposalIntención de compraspa
dc.subject.proposalModelado de ecuaciones estructuralesspa
dc.subject.proposalTipo de restaurantespa
dc.subject.proposalValor hedónicospa
dc.subject.proposalSEMspa
dc.subject.lembBienes y serviciosspa
dc.subject.lembIndustria gastronómicaspa
dc.subject.lembServicio al clientespa
dc.description.abstractenglishThe objective of this study was to identify those variables that have positive effects on purchase intention in gastronomic establishments in the city of Medellín. The sample consisted of 418 people, 41.10% of whom were men and 58.90% women. The ages were mostly concentrated in the range of 15-39 years (63.64%) and mostly with technical and technological studies (42.6%). The analysis of the effects was carried out by means of a two-step approach, where first a Confirmatory Factor Analysis (CFA) was applied and, subsequently, the Structural Equation Model (SEM), validating the measurement model and allowing to evaluate the hypotheses raised in this study. It was found that the dimensions 'Hedonic Value (HV)', 'Content Generated by Other Users (CU)', 'Perceived Risk (PR), 'Corporate Image (CI)', and 'Perceived Quality (PC)' contributed significantly to 'Purchase Intention (PI)'. On the other hand, the construct 'Attitude Towards Restaurant (AR)' and 'Restaurant Type (TR)' were not found to be determinants of purchase intention in gastronomic establishments. These results suggest guidelines for marketing professionals who focus on the gastronomic industry as to the factors on which they should concentrate more attention to make better decisions at a strategic level.spa
dc.subject.keywordsHedonic valuespa
dc.subject.keywordsPerceived qualityspa
dc.subject.keywordsPurchase intentionspa
dc.subject.keywordsRestaurant typespa
dc.subject.keywordsStructural Equation Modellingspa
dc.subject.keywordsSEMspa
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dc.publisher.programMercadeo y Publicidadspa
dc.type.coarhttp://purl.org/coar/resource_type/c_8042spa
dc.publisher.facultyFacultad de Sociedad, Cultura y Creatividadspa
dc.identifier.instnameinstname:Politécnico Grancolombianospa
dc.identifier.reponamereponame:Alejandría Repositorio Comunidadspa
dc.type.hasversioninfo:eu-repo/semantics/acceptedVersion
dc.rights.accessrightsinfo:eu-repo/semantics/openAccess
dc.identifier.repourlrepourl:http://alejandria.poligran.edu.cospa
dc.type.redcolhttps://purl.org/redcol/resource_type/TP
dc.rights.creativecommonsAtribución-NoComercial-SinDerivadas 2.5 Colombiaspa


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