Valores personales y el acto de dar regalos: una propuesta de conexión

Palabras clave: dar regalos, valores personales, actitudes, comportamiento del consumidor

Resumen

El consumo de regalos es relevante y una gran parte de las ventas comerciales se realizan en tiempos tradicionalmente marcados por la entrega de regalos, como la Navidad. El propósito de este artículo es proponer y validar un modelo que mida la influencia de los valores personales en el acto de dar regalos, considerando también el papel del género en estas relaciones. Con este fin, se realizó una encuesta a 1.085 consumidores. A través de modelación de ecuaciones estructurales con mínimos cuadrados parciales (PLS-SEM, por sus siglas en inglés), se verificó que el acto de dar regalos es influenciado por cinco valores personales: autodeterminación, hedonismo, tradición, realización y poder. Los resultados muestran que los valores personales pueden usarse para predecir el comportamiento de dar regalos. Este estudio integra las teorías de Gift Giving y Valores Personales para comprender mejor las actitudes y comportamientos de los consumidores.

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Citas

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Publicado
2020-05-29
Cómo citar
Passos, S. C., Leite, R. S., & Pinto, M. de R. (2020). Valores personales y el acto de dar regalos: una propuesta de conexión . Estudios Gerenciales, 36(155), 218-228. https://doi.org/10.18046/j.estger.2020.155.3539