Una aplicación de la teoría del comportamiento planificado al segmento masculino latinoamericano de productos de cuidado personal
An application of the behavioral theory in the latinamerican male segment of personal care products
Barra lateral del artículo
PDF
FLIP
El contenido de la revista Escuela de Administración de Negocios está bajo una licencia de Creative Commons Reconocimiento-NoComercial-SinObraDerivada 4.0 Internacional - (CC BY-NC-ND 4.0)
Bajo los siguientes términos:
Atribución — Usted debe dar crédito de manera adecuada, brindar un enlace a la licencia, e indicar si se han realizado cambios. Puede hacerlo en cualquier forma razonable, pero no de forma tal que sugiera que usted o su uso tienen el apoyo de la licenciante.
NoComercial — Usted no puede hacer uso del material con propósitos comerciales.
SinDerivadas — Si remezcla, transforma o crea a partir del material, no podrá distribuir el material modificado.
Contenido principal del artículo
Resumen
Este estudio busca identificar los factores que influyen en el consumo de productos de cuidado personal dentro del segmento masculino latinoamericano. Para ello, se aplicó un instrumento basado en la teoría del comportamiento planificado a 600 hombres pertenecientes a dos países de la región con diferentes niveles de desarrollo de la categoría en cuestión: México (alto desarrollo) y Perú (moderado desarrollo). Los datos obtenidos fueron analizados a partir de un modelo de ecuaciones estructurales. Los resultados sugieren que, en ambos países estudiados, la norma subjetiva inhibiría el consumo de este tipo de productos entre los hombres. Asimismo, el impacto de la norma subjetiva sería menor en hombres jóvenes, teniendo ellos mayor apertura al consumo de estos productos.
Detalles del artículo
Referencias (VER)
Ajzen, I y Fishbein, M. (1980). Understanding attitudes and predicting social behavior. New Jersey: Prentice Hall.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, 179-211.
Ajzen, I. (2002). Residual effects of past on later behavior: Habituation and reasoned action perspectives. Personality and Social Psychology Review, 6(2), 107-122.
Ajzen, I. (2011). The theory of planned behaviour: Reactions and reflections. Psychology y Health, 26(9), 1113-1127.
Ajzen, I. (2014). The theory of planned behavior is alive and well, and not ready to retire: A commentary on Sniehotta, Presseau, and Araújo- Soares. Health Psychology Review, 9(2), 131-137.
AMAI (Asociación Mexicana de Inteligencia de Mercado y Opinión) (2014). Niveles socioeconómicos. Recuperado de http://nse.amai.org/data/
Anderson, J. y Gerbing, D. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103 (3), 411-423.
Ang, M., Ramayah, T. y Amin, H. (2015). Efficacy of the theory of planned behavior in the context of hiring Malaysians with disabilities. Journal of Developing Areas, 49(3), 3-25.
Apeim (Asociación Peruana de Empresas de Investigación de Mercados) (2014). Niveles socioeconómicos 2014. Recuperado de http://www. apeim.com.pe/wp-content/themes/apeim/docs/ nse/Apeim-NSE-2014.pdf
Bagozzi, R. y Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16, 74-94.
Berg, L. y Teigen, M. (2008). Gendered consumer competences in households with one vs two adults. International Journal of Consumer Studies, 33(1), 31-41.
Brakus, J. J., Schmitt, B. H. y Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52-68.
Buttle, F. y Bok, B. (1996). Hotel marketing strategy and the theory of reasoned Action. International Journal of Contemporary Hospitality Management, 8(3), 5-10.
Calder, B., Phillips, L. y Tybout, A. (1982). The concept of external validity. Journal of Consumer Research, 9, 240-244.
Carpi, A., Breva, S. y Palermo, F. (2005). La teoría de la acción planeada y la reducción del estrés percibido para prevenir la enfermedad cardiovascular. Anales de Psicología, 21(1), 84-91.
Chen, M. (2007). Consumer attitudes and purchase intentions in relation to organic foods in Taiwan: Moderating effects of food-related personality traits. Food Quality and Preference, 18(7), 1008-1021.
Chen, S. y Li, S. (2010). Consumer adoption of e-service: Integrating technology readiness with the theory of planned behavior. African Journal of Business Management, 4(16), 3556-3563.
Chiou, J. (1998). The effects of attitude, subjective norm, and perceived behavioral control on consumers’ purchase intentions: The moderating effects of product knowledge and attention to social comparison information. Proceedings of the National Science Council, Republic of China, 9(2), 298- 308.
Coley, A. y Burgess, B. (2003), Gender differences in cognitive and affective impulse buying. Journal of Fashion Marketing and Management, 7(3), 282-95.
Cook, T. y Campbell, D. (1979). Quasi-experimentation: Design and analysis issues for field setting. Chicago: Rand McNally.
Dano, F., Roux, E. y Nyeck, S. (2003), Les hommes, leur apparence et les cométiques: Approche socio-sémiotique. Décisions Marketing, 29, 7-18.
Diekman, A. B., Eagly, A. H., Mladinic, A. y Ferreira, M. C. (2005). Dynamic stereotypes about women and men in Latin America and the United States. Journal of Cross-Cultural Psychology, 36(2), 209-226.
El Espectador (14 junio 2008). Vanidad masculina hecha industria. Recuperado de https://www.elespectador. com/impreso/negocios/articuloimpreso-vanidad-masculina-hecha-industria
Escobar-Pérez, J. y Cuervo-Martínez, A. (2008). Validez de contenido y juicio de expertos: una aproximación a su utilización. Avances en Medición, 6, 27-36.
Euromonitor (2016). Consumer lifestyles in Mexico.
Euromonitor (2017). Consumo per capita de productos de cuidado personal masculino a precios constantes.
Farah, M. (2017). Consumers’ switching motivations and intention in the case of bank mergers: A cross-cultural study. International Journal of Bank marketing, 35(2), 254-274.
Featherstone, M. (2007). Consumer culture and postmodernism (2.ª ed.). Londres: Sage.
Fila, S. A. y Smith, C. (2006). Applying the theory of planned behavior to healthy eating behaviors in urban Native American youth. International Journal of Behavioral Nutrition and Physical Activity, 3(1).
Fishbein, M. & Ajzen, I. (1981). Attitudes and voting behavior: An application of the theory of reasoned action. In G. M. Stephenson & J. M. Davis (Eds.), Progress in Applied Social Psychology (Vol. I, pp. 253 -313). London: Wiley.
Fornell, C. y Larcker, D. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18, 39-50.
Getrich, C., Sussman, A., Helitzer, D., Hoffman, R., Warner, T., Sánchez, V., Solares, A. y Rhyne, R. (2012). Expressions of machismo in colorectal cancer screening among New Mexico Hispanic subpopulations. Qualitative Health Research, 22 (4), 546-559.
GfK: “Mentalidad triunfadora de consumidores en el Perú es similar a la de China” (26 octubre 2012). Recuperado de https://gestion.pe/noticias-de-roper-valuescope-11299
Gill, R., Henwood, K. y McLean, C. (2005). Body projects and regulation of normative masculinity, Body y Society, 11(1), 37-56.
Gutiérrez, J., Espinosa, R., Gesteira, C. y García- Vera, M. (2016). La escala de deseabilidad social de Marlowe-Crowne: baremos para la población general española y desarrollo de una versión breve. Anales de Psicología, 32(1), 206-217.
Gutmann, M. C. (ed.) (2003). Changing men and masculinities in Latin America (2.ª ed.). Londres: Duke University Press.
Hair, J., Black, W., Babin, B. y Anderson, R. (2010). Multivariate data analysis: A global perspective (7.ª ed.). Upper Saddle River: Pearson.
Harris, L. C. y Goode, M. M. (2004). The four levels of loyalty and the pivotal role of trust: a study of online service dynamics. Journal of Retailing, 80(2), 139-158.
Hayes, A. (2013). Introduction to mediation, moderation, and conditional process analysis. Nueva York: The Guilford Press.
Hillhouse, J. J., Turrisi R. y Kastner, M. (2000). Modeling tanning salon behavioral tendencies using appearance motivation, self-monitoring and the theory of planned behavior. Health Education Research, 15(4), 405-14.
Hoppe, A., Dutra de Barcellos, M., Marques Vieira, L. y Matos, C. A. de (2012). Comportamento do consumidor de produtos orgânicos: uma aplicação da teoria do comportamento planejado. Revista de Administração e Contabilidade da Unisinos, 9(2), 174- 188.
Inglehart, R. y Baker, W. (2000). Modernization, cultural change, and the persistence of traditional values. American Sociological Review, 65, 19-51.
Inglehart, R., Basanez, M., Diez-Medrano, J., Halman, L. y Luijkx, R. (2004). Human Beliefs and Values: A cross-cultural sourcebook based on the 1999-2002 values surveys. México: Siglo XXI.
Ipsos Perú (2013). Perfil del adulto joven. Recuperado de https://www.ipsos.com/es-pe/perfil-del-adulto-joven-2013
Ipsos Perú (2015). Liderazgo en productos comestibles 2015. Recuperado de https://www.ipsos.com/es-pe/liderazgo-en-productos-comestibles-2015
Istrate, E. y Nadeau, C. A. (30 noviembre 2012). Global MetroMonitor 2012:
Slowdown, Recovery, and Interdependence. En Brookings. Recuperado de https://www.brookings. edu/research/global-metromonitor-2012- slowdown-recovery-and-interdependence/
Jain, S., Khan, M. y Mishra, S. (2017). Understanding consumer behavior regarding luxury fashion goods in India based on the theory of planned behavior. Journal of Asia Business Studies, 11(1), 4-21.
Jalilvand, M. y Samiei, N. (2012). The impact of electronic word of mouth on a tourism destination choice: Testing the theory of planned behavior (TPB). Internet Research, 22(5), 591-612.
Januszewska, R. y Viaene, J. (2001). Application of the theory of planned behavior to consumption of chocolate: Cultural differences across Belgium and Poland. Journal of Euromarketing, 10(2), 1-26.
Jiménez, N. H. Torres y San Martín Gutiérrez, S. (2013). El perfil psico-sociológico y demográfico del consumidor mexicano. Estudios Demográficos y Urbanos, 28(3), 681-710.
Jöreskog, K.G. y Sörbom, D. (1992). LISRELL VIII. Analysis of linear structural relations. Mooresville, IN: Scientific Software.
Kautonen, T., Gelderen, M. van y Fink, M. (2015). Robustness of the theory of planned behavior in predicting entrepreneurial intentions and actions. Entrepreneurship Theory and Practice, 39(3), 655- 674.
Khan, I., Dongping, H., Abdullah, M., Ahmad, Z., Ahmad Ghauri, T. y Ghazanfar, S. (2017). Men’s attitude and motivation toward consumption of grooming products: A comparison of Chinese and Pakistani male consumers. Cogent Business y Management, 4(1), 1-14.
Kim, H. y Karpova, E. (2010). Consumer attitudes toward fashion counterfeits: Application of the theory of planned behavior. Clothing and Textiles Research Journal, 28(2), 79-94.
Lee, C. y Green, R. T. (1991). Cross-cultural examination of the Fishbein behavioral intentions model. Journal of International Business Studies, 22(2), 289-305.
Lee, H. Y., Qu, H. y Kim, Y. S. (2007). A study of the impact of personal innovativeness on online travel shopping behavior: A case study of Korean travelers. Tourism Management, 28(3), 886-897.
Lee, R., Murphy, J. y Swilley, E. (2009). The moderating influence of hedonic consumption in an extended theory of planned behaviour. The Service Industries Journal, 29(4), 539-555.
Leeman, O. y Ong, J. (2008). Lost and found again: Subjective norm in gym membership. DLSU Business y Economics Review, 18(1), 13-27.
Marketingdirecto.com (2013). A los hombres no les interesan los productos de belleza en las tiendas, pero son grandes compradores online. Recuperado de https:// www.marketingdirecto.com/digital-general/ digital/a-los-hombres-no-les-interesan-los-productos-de-belleza-en-las-tiendas-pero-son-grandes-compradores-online
Mintel (10 septiembre 2013). Beauty and personal care product launches targeted to men increase by 70 % over the past six years. Recuperado de http://www.mintel.com/press-centre/beauty-and-personal-care/beauty-personal-care-product-launches-increase-substantially
Mintel (30 enero 2017). Male beauty gains momentum. Recuperado de http://www.mintel.com/blog/ beauty-market-news/male-beauty-gains-momentum
Navarro, A. y Delgado, E. (2006). Los nuevos valores masculinos, del hombre tradicional al “metrosexual”. En: S. Ruiz de Maya and G. Idelfonso, ed., Comportamientos de compra del consumidor 29 casos reales, 1ra ed. Madrid: ESIC Editorial, pp.131-138.
Netemeyer, R. G., Burton, S. y Johnston, M. (1991). A comparison of two models for the prediction of volitional and goal-directed behaviors: A confirmatory analysis approach. Social Psychology Quarterly, 54(2), 87-100.
Nizar, S. y Nizar Souiden, M. D. (2009). Canadian and French men’s consumption of cosmetics: A comparison of their attitudes and motivations. Journal of Consumer marketing, 26(2), 97-109.
Ntibagirirwa, S. (2009). Cultural values, economic growth and development. Journal of Business Ethics, 84, 297-311.
Nunnally, J. C. y Bernstein, I. (1994). Psychometric theory. Nueva York: McGraw-Hill.
Räsänen, P. y Wilska, T. (2007). Finnish students’ attitudes towards commercialised sex. Journal of Youth Studies, 10(5), 557-75.
Reardon, C. A. y Govender, K. (2013). Masculinities, cultural worldviews and risk perceptions among South African adolescent learners. Journal of Risk Research, 16(6), 753-770.
Salgado Beltrán, L., Camarena Gomez, D. M. y Diaz Leon, J. (2016). The Mexican consumer, reluctant or receptive to new foods? British Food Journal, 118(3), 734-748.
Sarpila, O. (2012). I am not spending on my appearance! Examining self-evaluated low-level consumers of clothing and beauty care in Finland, 1999-2009. International Review of Social Research, 2(2), 53-72.
Sarpila, O. y Räsänen, P. (2011). Personal care consumption in finland: Trends in the early 2000s. The International Journal of Sociology and Social Policy, 31(7), 441-455.
Schwartz, S. H. (1992). Universals in the content and structure of values: Theory and empirical tests in 20 countries. En M. Zanna (ed.), Advances in experimental social psychology (vol. 25, pp. 1-65). Nueva York: Academic Press.
Sheth, J. N. (1974). A theory of family buying decisions. Recuperado de http://www.jagsheth.com/wp-content/uploads/2014/02/a_theory_of_family_ buying_decisions.pdf
Shih, Y.-Y. y Fang, K. (2004). The use of a decomposed theory of planned behavior to study Internet banking in Taiwan. Internet Research, 14(3), 13-223.
Shilling, C. (2003). The body and social theory (2.ª ed.). Londres: Sage.
Souiden, N. y Diagne, M. (2009). Canadian and French men’s consumption of cosmetics: A comparison of their attitudes and motivations. Journal of Consumer marketing, 26(2), 97-109.
Sukato, N. y Elsey, B. (2009). A model of male consumer behaviour in buying skin care products in Thailand. ABAC Journal, 29(1), 39-52.
Tournois, L. (2014). Too many products? Reaching the next billion customers of the beauty market. Journal of Business Strategy, 35(5), 3-13.
Turner, B. (2008). The body and society (3.ª ed.). Londres: Sage.
Uy, A. O. (2009). Can culture explain economic growth? A note on issues regarding culture-growth studies. Journal of Economics and Economic Education Research, 10(3), 85-105.
Wing Kwan, M. Y., Bray, S. R. y Martin Ginis, K. A. (2009). Predicting physical activity of first-year university students: An application of the theory of planned behavior. Journal of American College Health, 58(1), 45-55.
World Values Survey (2017). WVS Wave 6 2010-2014. Recuperado de http://www.worldvaluessurvey. org/WVSDocumentationWV6.jsp
Yadav, R. y Pathak, G. (2017). Determinants of consumers’ green purchase behavior in a developing nation: Applying and extending the theory of planned behavior. Ecological Economics, 134, 114-122.
Yeon Kim, H. y Chung, J. E. (2011). Consumer purchase intention for organic personal care products. Journal of Consumer Marketing, 28(1), 40- 47.
Descargas
Citado por
