A lo largo de los años, surgieron movimientos como el Body Positive para cuestionar los rígidos estándares de belleza, visualizar la diversidad en la imagen física y oponerse a los paradigmas en torno al exceso de peso. Es así como algunas marcas hedónicas incluyeron este movimiento en la publicidad a través de las modelos de tallas grandes para conectar con el público femenino. Sin embargo, se cuestiona si estas marcas comprenden los fundamentos de este movimiento, la influencia del autoconcepto del público objetivo y en qué aspectos podría afectar a la marca. La importancia de esta investigación radica en los aportes obtenidos, primero, en el ámbito publicitario al distinguir el papel inclusivo o mercantilista de las marcas hedónicas que buscan desestandarizar la belleza. En segundo lugar, en el ámbito psicológico, considera la influencia del autoconcepto de cada mujer y los estándares de belleza aún persistentes en el contexto peruano. El objetivo de la presente investigación es conocer cómo el Body Positive es usado como un recurso motivador de la intención de compra de las marcas hedónicas, sustentado en el caso de Cyzone y su campaña “Quiérete”. La metodología de investigación es de tipo cualitativa a través de las técnicas focus group y entrevistas a profundidad. La población en estudio son mujeres universitarias entre los 17 a 24 años de edad de Lima Metropolitana, quienes son consumidoras de Cyzone. / Over the years, movements arose like the Body Positive emerged to question rigid beauty standards, visualize diversity in the physical image, and oppose to the paradigms around being overweight. This is how some hedonic brands included this movement in advertising through plus-size models to connect with the female audience. However, it is questioned whether these brands understand the fundamentals of this movement, the influence of the target audience's self-concept and in what aspects it could affect the brand. The importance of this research lies in the contributions obtained, first, in the advertising field by distinguishing the inclusive or commercial role of hedonic brands that seek to de-standardize beauty. Second, in the psychological field, it considers the influence of each woman's self-concept and the still persistent beauty standards in the Peruvian context. The objective of this research is to know how the Body Positive is used as a motivating resource for the purchase intention of hedonic brands, supported by the case of Cyzone and its “Love yourself” campaign. The research methodology is qualitative through focus group techniques and in-depth interviews. The study population are university women between the ages of 17 and 24 from Metropolitan Lima, who are Cyzone consumers.

Even two years after the COVID-19 pandemic, the meeting and event industry's efforts must focus on understanding attendees' purchase behaviors and event modality preferences. This study aims to address these factors by using a 2 (Event modality: in-person or virtual) × 6 (six dimensions of perceived value: social value, emotional value, monetary value, functional value, novelty value, and convenience value) between-subject experiment design and a 6 (Six dimensions of perceived value (PV): social value, emotional value, monetary value, functional value, novelty value, and convenience value) x 2 (PV effect on word-of-mouth (WOM) intent and repeat purchase intent (RPI)) between-subject experimental design. Specifically, it applies the perceived value theory in investigating the effects of different value dimensions (social, emotional, monetary, functional, novelty, and convenience) based on attendee event modality (in-person or virtual) and their impact on WOM intent and RPI. The data was collected via Prolific. Different ANOVA and t-tests were conducted. The results suggest that event modality had little bearing on the six dimensions of PV. Results also showed that PV positively impacts WOM intent and RPI.

Doctor of Philosophy / Department of Psychological Sciences / Gary Brase / Brand Equity is a common phrase in consumer research, but there is still a lot of ambiguity surrounding the measurement of this concept (Keller, 2008). Several methods of measurement have been proposed over the years, but no one method has been adopted as the ideal way to predict purchase intent and measure brand equity. The current research tested three theories—Social Exchange Theory (SET), Theory of Planned Behavior (TPB), and the Yoo and Donthu model—to see which is the best predictor of purchase intent and brand equity. SET assumes consumers weigh the costs and rewards of purchasing the product. TPB uses consumers’ attitudes over purchasing the product, subjective norms of what others would do, and the perceived behavioral control consumers have in actually purchasing the product. The Yoo and Donthu model has been used most often of the three theories in measuring brand equity and includes measures of brand loyalty, perceived quality, brand awareness/associations, and overall brand equity. Study 1 assessed consumer durable products (TV and athletic shoes) and Study 2 assessed consumer non-durable products (soap and toothpaste). Consumers evaluated these products online based on a picture of the product, the brand name, price, customer reviews, quality ratings, and an advertisement and then indicated their likelihood to purchase the product. Theory of Planned Behavior was the best predictor of purchase intent across all four products assessed indicating that consumers look at external factors such as what others would do as well as how much control they have over purchasing the product as much as they consider their own attitudes.

[pt] Apesar do acentuado crescimento do uso de dispositivos móveis no contexto de viagens, muitas lacunas de pesquisa ainda estão presentes. A tese se propõe a medir a influência dos traços de personalidade (introversão, abertura a experiências, instabilidade emocional, necessidade de excitação) sobre os construtos dos modelos de aceitação de tecnologia (utilidade percebida, facilidade percebida de uso, confiança e risco percebidos), além da conectividade ubíqua percebida. Buscou-se também verificar os possíveis efeitos de moderação das gerações sobre algums relações do modelo proposto com equações estruturais. Uma fase qualitativa exploratória foi conduzida com 15 entrevistados, que forneceram indicações para composição de uma survey aplicada a 912 respondentes. Na amostra da geração X (N igual a 587), a abertura a experiências apresentou efeito significativo sobre a utilidade utilidade percebida e risco. Já a necessidade de excitação apresentou efeito significativo sobre a confiança. Tanto a utilidade apresentou efeito significativo sobre a atitude, quanto também a facilidade de uso, a confiança e a conectividade ubíqua percebida. A conectividade ubíqua percebida também apresentou efeito significativo sobre a utilidade e sobre a facilidade de uso percebida. Já a atitude apresentou efeito significativo sobre a intenção de compra. Como resultados da amostra da geração Y (N igual a 312), dos traços de personalidade, apenas a necessidade de excitação apresentou efeito significativo sobre a confiança. Semelhante à amostra da geração X, tanto a utilidade apresentou efeito significativo sobre a atitude, quanto também sobre a facilidade de uso e confiança. Na geração Y, a conectividade ubíqua percebida também apresentou efeito significativo sobre a utilidade e sobre a facilidade de uso percebida, assim como a atitude apresentou efeito significativo sobre a intenção de compra. Foi verificado efeito moderador significativo das gerações sobre algumas das relações propostas no modelo principal e nos modelos alternativos. Os traços de personalidade não se mostraram como antecedentes tão cruciais para se prever relações com os construtos de adoção de tecnologia (facilidade de uso, utilidade confiança e risco), atitude e intenção de compra. No entanto a conectividade ubíqua e o efeito das gerações sobre alguns elementos da compra via dispositivos móveis, parecem ser elementos importante para serem incluídos em análises gerenciais que venham a ser realizada no contexto dos turismo mediado por dispositivos móveis. / [en] Despite the sharp growth in the use of mobile devices in the context of travel, many research gaps are still present. The thesis brings as innovation the combination of constructs of technology acceptance models, personality traits and the moderation effect of the generations, aiming to propose and test a new model with structural equations. A qualitative exploratory phase was conducted with 15 interviewees, who provided indications for the composition of a survey applied in 912 respondents. Personality traits (introversion, openness to experiences, emotional instability, need for excitement) with internal aspects of the system (perceived utility, perceived ease of use, perceived trust and risk), and perceived ubiquitous connectivity were proposed. Finally, other relationships between the internal aspects of the system were proposed with the attitude when making purchases through mobile devices and the intention to purchase tourist products and services. A possible moderating effect of the generations on these relationships was also tested. In the generation X sample (N equal to 587), the openness to experiences had a significant effect on perceived utility and risk. The need for arousal had a significant effect on trust. Utility had a significant effect on attitude, as well as on perceived ease of use, trust and perceived ubiquitous connectivity. Perceived ubiquitous connectivity also had a significant effect on utility and on perceived ease of use. On the other hand, the attitude had a significant effect on purchase intention. The results on generation Y sample (N equal to 312) revealed that of all the personality traits tested, only the need for arousal had significant effect on trust. Similar to the generation X sample, utility had a significant effect on attitude, as well as on pereceived ease of use and trust. In the Y generation, perceived ubiquitous connectivity also had a significant effect on utility and on perceived ease of use, as well as attitude had a significant effect on purchase intention. In addition a few significant moderating effect of the generation was verified over some of the relationships proposed. Personality traits did not evidence to be so crucial in order to predict relationships with technology adoption constructs (e.g. ease of use, trust, risk, and usefulness), attitude, and purchase intent. However, the ubiquitous connectivity and the effect of generations on some elements of mobile devices purchase seem to be important elements to be included in future managerial analyzes in the context of mobile tourism.

[pt] Este estudo busca compreender os fatores que influenciam a intenção de compra e o boca-a-boca positivo de sites de reserva online. Essa análise é feita para entender os motivos que levam as pessoas a aderir este tipo de serviço através da internet, mesmo tendo o meio online aproximado os consumidores de turismo de seus fornecedores, como sites de hotéis e companhias aéreas. Busca se explicar, portanto, quais são os principais motivos de atração deste tipo de serviço. Dessa forma, é proposto um modelo para avaliar como os construtos de comunicabilidade, complexidade, vantagem relativa e risco percebido, mediados pela atitude, influenciam a intenção de compra e o boca-a-boca positivo. O modelo foi testado por meio de uma equação estrutural, com dados coletados através de um questionário aplicado de forma online para a avaliação de cada construto. Os resultados obtidos confirmam a confiança do modelo e as hipóteses apresentadas, com um bom nível de explicação das variáveis dependentes. O estudo apresenta elementos consistentes que podem ser trabalhados pelas empresas que atuam neste segmento, para impulsionar a utilização e propagação dos sites de reservas, e também pontos de atenção que devem ser considerados pelos concorrentes deste tipo de serviço. Assim, é apresentado um modelo parcimonioso, que explica consistentemente a intenção de compra e o boca-a-boca positivo de sites de reservas online. / [en] This study aimed at understanding the factors that influence the purchase intention and the positive word-of-mouth of online booking sites. The purpose was to understand the reasons that lead people to use and recommend this type of service in the internet, even though the online media approached tourism consumers from their suppliers, such as hotel websites and airlines. Therefore, it tries to explain what the main reasons for attraction of this type of service. In this way, a model is proposed to evaluate how the constructs of perceived risk, complexity, relative advantage and communicability, mediated by attitude, influence the intention to purchase and the positive word-of-mouth. The model was tested using a structural equation, with data collected through an online questionnaire administered in order to evaluate each construct. The results confirm the confidence of the model and support the research hypotheses, with a good level of explanation of the dependent variables. The study presents consistent elements that can be considered by the companies that are in this segment to boost the use and the positive world of mouth of reservation sites, as well as points of attention that should be considered by the competitors of this type of service. Thus, a parsimonious model is presented, which consistently explains the purchase intention and the positive word-of-mouth of online booking sites.

Made available in DSpace on 2015-05-08T14:53:27Z (GMT). No. of bitstreams: 1 arquivototal.pdf: 1842165 bytes, checksum: 59f17268b1e23252f9bc9e0e37474638 (MD5) Previous issue date: 2012-12-21 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / In recent years, several studies have been published dealing on factors that influence consumer purchase intent in various economic sectors. In this line of work, we are specifically for the sector of collective buying, obtain regression models that could contribute to the study of the relationship between the purchase intention and the characteristics of market segments. The aim is to assist in the inclusion of this variable purchase intention in the process of choosing a target group, guiding decisions to meet more effectively service consumers. To achieve this goal, initially interviewed 384 Internet users in the city of João Pessoa, Paraíba, Brazil. Then the data obtained from interviews, were used to estimate those models. These models were based on assumptions of theories of the cognitive approach of consumer behavior, especially the Theory of Reasoned Action. The instrument used for data collection was a questionnaire containing market research questions related to psychological factors, socio-cultural and situational consumer. The most successful model was a generalized additive model with nine variables and nonparametric one end, obtained from smoothing splines. This model had a pseudo-R2 of 0,89 and allowed to reach a percentage of correct trials of the observations of the sample equal to 94%. With the aid of simulations, it was observed how the proposed model type is capable of assisting in selection of a target with a higher interest in the use of the service. It was also shown how the model can be used to evaluate production systems, in relation to more efficient service to customers intend to use the service. The generalized additive models were effective for identifying the presence of nonlinear relationships and were able to generate a high explanatory power of the propensity of individuals to use specific service. / Nos últimos anos, vários estudos foram publicados versando sobre fatores que influenciam a intenção de compra do consumidor em diversos setores econômicos. Nesta linha de trabalho, procurou-se, especificamente para o setor de compra coletivas, obter modelos de regressão que pudessem contribuir para o estudo da relação entre a intenção de compra e as características de segmentos de mercado. Visa-se com isso auxiliar na inclusão da variável intenção de compras no processo de escolha de um público-alvo, orientando decisões para satisfazer com maior eficiência consumidores do serviço. Para alcançar o objetivo, entrevistaram-se inicialmente 384 usuários de Internet da cidade de João Pessoa, Paraíba, Brasil. Em seguida os dados obtidos a partir de entrevistas, foram usados para estimar aqueles modelos. Esses modelos foram baseados em pressupostos de teorias da abordagem cognitiva do comportamento do consumidor, especialmente da Teoria da Ação Racional. O instrumento usado para a coleta de dados foi um questionário de pesquisa de mercado contendo questões ligadas a fatores psicológicos, sócio-culturais e situacionais do consumidor. O modelo mais bem sucedido foi um modelo aditivo generalizado com nove variáveis e com um termo não paramétrico, obtido a partir do método de suavização splines. Esse modelo apresentou um pseudo-R2 igual a 0,89 e possibilitou alcançar um percentual de acertos nos julgamentos das observações da amostra igual a 94%. Com o auxílio de simulações, verificou-se de que modo o tipo de modelo proposto é capaz de auxiliar na escolha de um público-alvo com maior interesse no uso do serviço. Apresentou-se ainda a maneira pela qual o modelo pode ser usado para avaliar sistemas produtivos, em relação ao atendimento mais eficiente de clientes que têm a intenção de utilizar o serviço. Os modelos aditivos generalizados mostraram-se eficientes para identificar a presença de relações não lineares e foram capazes de gerar um poder explicativo alto da propensão de indivíduos para utilizar um serviço específico.

Con la evolución de las redes de internet, las empresas han desarrollado una estrategia omnicanal para incrementar sus ventas. Sin embargo, los consumidores aún mantienen cierto grado de desconfianza que los limita a realizar compras por internet. Por ello, estos desarrollan un comportamiento Webrooming que es la búsqueda de información online del producto para luego comprarlo en la tienda física. Con ello, algunas marcas de moda han logrado identificar ese comportamiento y desarrollar su estrategia utilizando a las redes sociales como vitrinas digitales y, a través del presente trabajo de investigación, se enfoca el desarrollo de las marcas de moda sostenible, las cuales otorgan un valor más ético e ideal a sus productos a través de la calidad de su post, la información ofrecida dentro del post y la percepción de las variables del producto en la tienda física. / With the evolution of internet, companies have developed an omnichannel strategy to increase sales. However, consumers still maintain a degree of distrust that limits them to making purchases over the Internet. For this reason, they are developing a Webrooming behavior that is the search of online information of the product to buy it at the physical store. With it, some fashion brands have been able to identify their behavior and develop their strategy using social networks as digital showcases and, through this research, focus on developing sustainable fashion brands whose gives more ethical and ideal thoughts with their products through the quality of your post, the information offered within the post and the perception of the variables of the product in the physical sales store. / Trabajo de investigación

La industria de bebidas sin alcohol, específicamente en la categoría de gaseosas, es una de las más competitivas dentro del mercado peruano, generando cada año significativos ingresos y volumen de venta. Sin embargo, frente a las nuevas tendencias en el mercado, el consumo de estos productos ha disminuido en los últimos años y apunta a seguir así, obligando a los fabricantes a idear nuevas formas de atraer al público y mantener vigencia en el mercado. Gradualmente los participantes de esta categoría, han ido entendiendo la importancia de un buen manejo de la marca para hacer frente a situaciones desfavorables, ya que esta permite no solo una mayor presencia, sino que influye en la retención y atracción de consumidores para la compra. Teniendo como objetivo a consumidores de gaseosas de 20 a 35 años de Lima Metropolitana, se diseñó un cuestionario que posteriormente será distribuido de manera digital. La aplicación de dicha encuesta tendrá como objetivo validar las hipótesis propuestas respecto a la relación entre las variables de Brand Image, Brand Trust, e Intención de Compra. / The soft drinks industry, specifically in the carbonated drinks category, is one of the most competitive markets in Peru, generating significant income and sales volume each year. Nevertheless, in the face of new consumer trends, the consumption of these products has decreased in recent years and aims to continue this way, forcing manufacturers to devise new ways to attract public and to maintain validity in the market. Gradually, the participants of the category have understood the importance of a good brand management to deal with unfavorable situation, since it allows them not only to have a better presence, but also influences the retention and attraction of consumers for the purchase. Aiming at carbonated drinks consumers between 20 and 35 years old of Metropolitan Lima, a questionnaire was designed and will be later distributed digitally. The application of this survey will aim to validate the hypotheses proposed regarding the relationship between the variables of Brand Image, Brand Trust, and Purchase Intention. / Trabajo de investigación

Con la llegada de las redes sociales y las plataformas digitales, una de las herramientas más conocidas del marketing, el Electronic Word of mouth (EWOM), ha permitido que se genere un intercambio de opiniones de manera digital acerca de algún producto y/o servicio. Junto con esto, surgieron los online consumer reviews (OCR), que son evaluaciones que realizan los consumidores al servicio o producto que desean adquirir, los cuales brindan la posibilidad de obtener mejor y mayor cantidad de información. El objetivo del paper es estudiar el grado de influencia que tienen los principales atributos de los OCR en la intención de compra en la categoría de restaurantes de 5 tenedores. La literatura previa indica que atributos como la utilidad y credibilidad son importantes dentro de este proceso, y para el cual, en el modelo propuesto, se encontró como mediador a la adopción de la información. / With the arrival of social networks and digital platforms, one of the best-known marketing tools, Electronic Word of mouth (EWOM), has allowed an exchange of opinions to be generated digitally about a product and / or service. Along with this, online consumer reviews (OCR) emerged, which are evaluations made by consumers of the service or product they wish to purchase, which provide the possibility of obtaining better and greater amount of information. The objective of the paper is to study the degree of influence that the main attributes of OCR have on the purchase intention in the category of elite restaurants. The previous literature indicates that attributes such as usefulness and credibility are important within this process, and for which in the proposed model, the adoption of the information was found as a mediator. / Trabajo de investigación

El objetivo general de la presente investigación es llegar a conocer los factores que influyen en el proceso de compra en personas de 18 a 30 años de nivel socioeconómico A y B. Por otro lado, medir la influencia o aprobación por parte del público hacia las ventas online y los factores claves para que un sitio web inspire confianza para los usuarios, donde se analizará la capacidad del social market como Instagram o Facebook como plataformas de compra. Finalmente ponderar cuáles de los factores de compra son los más relevantes, donde se analizarán la seguridad, forma de pago, actividad de usuarios como comentarios o recomendaciones, entre otras. / The general objective of the research is to know which factors influence the buying process through Instagram and Facebook and get to know the relevance of social media nowadays among users between 18 to 30 years old of the A and B socio economic level to focus the biggest consumption age group. The research develops into objectives such as proving if the social market or ecommerce platform is a relevant factor in the purchase decision, or the influence or reassurance buyers perceive from comments of other buyers and if the brand strategy is perceived or not by their audience. / Trabajo de investigación