Modelo de intención de compra aplicado al sector de Vehículos de Transporte Liviano – Taxis (VTLT)

Contenido principal del artículo

Martin Malo-Córdova
https://orcid.org/0000-0003-1036-2788
Mateo Francisco Ullauri-Ugalde
José Leonardo Vera-Reino
https://orcid.org/0000-0002-4972-7249

Resumen

Entender cuáles son las variables que influyen en la intención de compra de un determinado producto es esencial para proponer estrategias que permitan llegar de mejor manera al cliente. Para esto, el objetivo del presente estudio es proponer un modelo causal que busque medir la intención de compra aplicado al sector de Vehículos de Transporte Liviano – Taxis, y así, determinar algunos de los factores que influyen a la hora de realizar la compra. Para el estudio se aplicaron encuestas a una muestra de 390 taxistas divididos equitativamente en las ciudades de Quito, Guayaquil y Cuenca, cuyo análisis se realizó a través de un análisis factorial confirmatorio y ecuaciones estructurales. Los resultados indicaron que la credibilidad de marca tiene una relación directa e indirecta con todos los factores del estudio, convirtiendo a este factor en uno de los más importantes a tomar en cuenta en el sector de Vehículos de Transporte Liviano – Taxis. Se concluye que el consumidor busca confianza y experiencia de la marca a través de la credibilidad en la misma; por lo que los actores de la industria automotriz en el sector deberían enfocar sus recursos para crear una imagen de marcas confiables, haciendo promesas que puedan cumplir.

Descargas

Los datos de descargas todavía no están disponibles.

Detalles del artículo

Cómo citar
Malo-Córdova, M., Ullauri-Ugalde, M. F., & Vera-Reino, J. L. (2021). Modelo de intención de compra aplicado al sector de Vehículos de Transporte Liviano – Taxis (VTLT). INNOVA Research Journal, 6(3.1), 151–166. https://doi.org/10.33890/innova.v6.n3.1.2021.1856
Sección
Gestión del conocimiento
Biografía del autor/a

Martin Malo-Córdova, Universidad del Azuay, Ecuador

Martin Malo Córdova, nacionalidad ecuatoriana y egresado de la Universidad del Azuay en la carrera de Administración de Empresas. Realizó estudios en Czech University of Life Sciences de la ciudad de Praga en Republica Checa. Líneas de investigación: Marketing y publicidad.

Mateo Francisco Ullauri-Ugalde, Universidad del Azuay, Ecuador

Mateo Francisco Ullauri Ugalde, nacido en Cuenca, Ecuador en 1997. Actualmente egresado de la carrera de Administración de Empresas en la Universidad del Azuay. Líneas de investigación: Marketing y publicidad. Miembro de la asociación Iberoamérica de Marketing desde el año 2021. Realizó estudios en Estados Unidos, Alemania y Republica checa.

José Leonardo Vera-Reino, Universidad del Azuay, Ecuador

José Leonardo Vera Reino, nacido en Ecuador, Docente investigador vinculado a la Universidad del Azuay desde el año 2013. 16 años de experiencia en las áreas de Comercialización, Marketing y Desarrollo de Productos en empresas del sector público y privado. Expositor, autor y coautor de algunos artículos académicos publicados en revistas indexadas, memorias de congresos nacionales e internacionales.

Citas

Aaker, D.A.; Biel, A. . (2009). Brand equity & Advertising (A. . Aaker, D.A.; Biel (ed.)). Lawrence Erlbaum Associates, Inc.

Aaker, D. A. (1991). Managing Brand Value: Capitalizing on the Value of a Brand Name. The Free Press, New York.

Amiri Aghdaie, S. F., Dolatabadi, H. R., & Aliabadi, V. S. (2012). An Analysis of Impact of Brand Credibility and Perceived Quality on Consumers’ Evaluations of Brand Alliance. International Journal of Marketing Studies, 4(2), 93–102. https://doi.org/10.5539/ijms.v4n2p93

Anderson, J. C., & Gerbing, D. W. (1988). Structural Equation Modeling in Practice : A Review and Recommended Two-Step Approach. 103(3), 411–423.

Baek, T. H., Kim, J., & Yu, J. H. (2010). The differential roles of brand credibility and brand prestige in consumer brand choice. Psychology and Marketing, 27(7), 662–678. https://doi.org/10.1002/mar.20350

Baek, T. H., & King, K. W. (2011). Exploring the consequences of brand credibility in services. Journal of Services Marketing, 25(4), 260–272. https://doi.org/10.1108/08876041111143096

Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74–94. https://doi.org/10.1007/BF02723327

Bagozzi, R. P., & Yi, Y. (2012). Specification, evaluation, and interpretation of structural equation models. Journal of the Academy of Marketing Science, 40(1), 8–34. https://doi.org/10.1007/s11747-011-0278-x

Beneke, J., & Zimmerman, N. (2014). Beyond private label panache: The effect of store image and perceived price on brand prestige. Journal of Consumer Marketing, 31(4), 301–311. https://doi.org/10.1108/JCM-12-2013-0801

Bilan, Y., Lyeonov, S., Lyulyov, O., & Pimonenko, T. (2019). Brand management and macroeconomic stability of the country. Polish Journal of Management Studies, 19(2), 61–74. https://doi.org/10.17512/pjms.2019.19.2.05

Boubker, O., & Douayri, K. (2020). Dataset on the relationship between consumer satisfaction, brand attitude, brand preference and purchase intentions of dairy product: The case of the Laayoune-Sakia El Hamra region in Morocco. Data in Brief, 32, 0–6. https://doi.org/10.1016/j.dib.2020.106172

Bouhlel, O. (2011). Brand Personality ’ s Influence on the Purchase Intention : A Mobile Marketing Case. 6(9), 210–228. https://doi.org/10.5539/ijbm.v6n9p210

Casidy, R., Nyadzayo, M., Mohan, M., & Brown, B. (2018). The relative influence of functional versus imagery beliefs on brand sensitivity in B2B professional services. Industrial Marketing Management, 72(July 2017), 26–36. https://doi.org/10.1016/j.indmarman.2018.01.021

Chang, H. H., & Liu, Y. M. (2009). The impact of brand equity on brand preference and purchase intentions in the service industries. Service Industries Journal, 29(12), 1687–1706. https://doi.org/10.1080/02642060902793557

Chen, C. F., & Chang, Y. Y. (2008). Airline brand equity, brand preference, and purchase intentions-The moderating effects of switching costs. Journal of Air Transport Management, 14(1), 40–42. https://doi.org/10.1016/j.jairtraman.2007.11.003

Chin, W. W. (1998). The partial least squares approach to structural equation modelling. In Marcoulides G. A. (Ed.). Modern Methods for Business Research, 295(2), 295–336.

Civelek, M. E. (2018). Essentials of Structural Equation Modeling. In Zea Books. https://doi.org/10.13014/k2sj1hr5

Cobb-Walgren, C. J., Ruble, C. A., & Donthu, N. (1995). Brand equity, brand preference, and purchase intent. Journal of Advertising, 24(3), 25–40. https://doi.org/10.1080/00913367.1995.10673481

DAM, T. C. (2020). Influence of Brand Trust, Perceived Value on Brand Preference and Purchase Intention. Journal of Asian Finance, Economics and Business, 7(10), 939–947. https://doi.org/10.13106/jafeb.2020.vol7.no10.939

de Chernatony, L., Harris, F. J., & Christodoulides, G. (2004). Developing a brand performance measure for financial services brands. Service Industries Journal, 24(2), 15–33. https://doi.org/10.1080/02642060412331301232

Dubois, B., & Czellar, S. (2002). Prestige Brands or Luxury Brands? An Exploratory Inquire on Consumer Perceptions. European Marketing Academy, 1–9.

El Comercio. (2014). En el país hay sobreoferta de taxis, pero el negocio aún resulta rentable. El Comercio.

Erdem, T. ; Swait, J. (1998). Brand equity as a signaling phenomenon. Journal of Consumer Psychology, 7(2), 131–157.

Erdem, T., & Swait, J. (2004). Brand credibility, brand consideration, and choice. Journal of Consumer Research, 191–198. https://doi.org/10.1086/383434

Erdem, Tülin, & Swait, J. (2004). Brand Credibility, Brand Consideration, and Choice. 31(June).

Fornell, C., & Larcker, D. F. (1981). SEM with Unobservable Variables and Measurement Error: Algebra and Statistics. In Journal of Marketing Research 18(3), 1–16. https://doi.org/10.2307/3150980

Gensch, D. H. (1987). A Two-Stage Disaggregate Attribute Choice Model. Marketing Science, 6(3), 223–239. https://doi.org/10.1287/mksc.6.3.223

Gilaninia, S., Ganjinia, H., Moridi, A., & Rahimi, M. (2012). The differential roles of brand credibility and brand prestige in the customers ’ purchase intention. Kuwait Chapter of Arabian Journal of Business and Management Review. 2(4), 1–10. https://www.arabianjbmr.com/pdfs/KD_VOL_2_4/1.pdf

Gotlieb, J. B., & Sarel, D. (1992). The Influence of Type of Advertisement, Price, and Source Credibility on Perceived Quality. Journal of the Academy of Marketing Science, 20(3), 253–260. https://doi.org/10.1177/0092070392203006

Hu, J., Liu, X., Wang, S., & Yang, Z. (2012). The role of brand image congruity in Chinese consumers’ brand preference. Journal of Product and Brand Management, 21(1), 26–34. https://doi.org/10.1108/10610421211203088

Hwang, J., & Han, H. (2016). A Model of Brand Prestige Formation in the Casino Industry. Journal of Travel and Tourism Marketing, 33(8), 1106–1123. https://doi.org/10.1080/10548408.2015.1084977

Hwang, J., & Hyun, S. S. (2012). The Antecedents and Consequences of Brand Prestige in Luxury Restaurants. Asia Pacific Journal of Tourism Research, 17(6), 656–683. https://doi.org/10.1080/10941665.2011.640697

Hyun, S. S., & Han, H. (2015). Luxury Cruise Travelers : Other Customer Perceptions. https://doi.org/10.1177/0047287513513165

Javad, K. (2016). The Effects of Brand Credibility and Prestige on Consumers Purchase Intention in Low and High Product Involvement The Effects of Brand Credibility and Prestige on Consumers Purchase. January 2012.

Javad Taghipourian, M., Author, C., & Heidarzadeh Hanzaee, K. (2012). The Effects of Brand Credibility and Prestige on Consumers Purchase Intention in Low and High Product Involvement. J. Basic. Appl. Sci. Res, 2(2), 1281–1291. https://www.researchgate.net/publication/301613897

Ji, C., Zeng, Z., & Kale, S. H. (2018). The antecedents of tourists’ gaming spend: does the brand prestige matter? Asia Pacific Journal of Tourism Research, 23(11), 1086–1097. https://doi.org/10.1080/10941665.2018.1524775

Jin, N., Lee, S., & Jun, J. H. (2015). The role of brand credibility in predicting consumers’ behavioural intentions in luxury restaurants. Anatolia, 26(3), 384–396. https://doi.org/10.1080/13032917.2014.969284

Jin, Naehyun (Paul), Lee, S. (Shawn), & Jun, J. H. (2015). The role of brand credibility in predicting consumers’ behavioural intentions in luxury restaurants. Anatolia, 26(3), 384–396. https://doi.org/10.1080/13032917.2014.969284

Jin, Naeyhun (Paul), Line, N. D., & Merkebu, J. (2016). The Impact of Brand Prestige on Trust, Perceived Risk, Satisfaction, and Loyalty in Upscale Restaurants. Journal of Hospitality Marketing and Management, 25(5), 523–546. https://doi.org/10.1080/19368623.2015.1063469

Jones, A. E., Shapiro, N. I., Trzeciak, S., Arnold, R. C., Claremont, H. A., & Kline, J. A. (2010). Lactate clearance vs central venous oxygen saturation as goals of early sepsis therapy: A randomized clinical trial. JAMA - Journal of the American Medical Association, 303(8), 739–746. https://doi.org/10.1001/jama.2010.158

Juslin, P., Olsson, H., & Olsson, A. C. (2003). Exemplar Effects in Categorization and Multiple-Cue Judgment. Journal of Experimental Psychology: General, 132(1), 133–156. https://doi.org/10.1037/0096-3445.132.1.133

Khan, M. M., & Razzaque, R. (2015).Measuring the impact of brand positioning on consumer purchase intention across. XI(I), 69–95.

Luke, R. H., & Doke, E. R. (1987). Marketing journal hierarchies: Faculty perceptions, 1986-87. Journal of the Academy of Marketing Science, 15(1), 74–78. https://doi.org/10.1007/BF02721957

Moradi, H., & Zarei, A. (2011). The impact of brand equity on purchase intention and brand preference-the moderating effects of country of origin image. Australian Journal of Basic and Applied Sciences, 5(3), 539–545.

Morrison, D. G. (1979). Purchase intentions and purchase behavior. Journal of Marketing 43(2), 65–74. https://doi.org/10.2307/1250742

Moslehpour, M., & Huyen, N. T. Le. (2014). The Influence of Perceived Brand Quality and Perceived Brand Prestige on Purchase Likelihood of iPhone and HTC Mobile Phone in Taiwan. Research in Business and Management, 1(1), 62. https://doi.org/10.5296/rbm.v1i1.4882

Myers, C. A. (2003). Managing brand equity: A look at the impact of attributes. Journal of Product & Brand Management, 12(1), 39–51. https://doi.org/10.1108/10610420310463126

Nunnally, J. (1978). An Overview of Psychological Measurement. Agile Project Management with Azure DevOps, 37–66. https://doi.org/10.1007/978-1-4842-4483-8_2

Ok, C., Choi, Y. G., & Hyun, S. S. (2011). Roles of Brand Value Perception in the Development of Brand Credibility and Brand Prestige. 2011 ICHRIE Conference, 13, 1–8. www.googlescholar.com

Pecot, F., & De Barnier, V. (2018). Brands using historical references: a consumers’ perspective. Journal of Brand Management, 25(2), 171–184. https://doi.org/10.1057/s41262-017-0076-y

Phillip, K., Gus, M., Rodney, A., & John, A. (2003). Customer repurchase intention. European Journal of Marketing, 37(11), 1762–1800.

Prasad, K., & Dev, C. S. (2000). Managing Hotel Brand Equity. Cornell Hotel and Restaurant Administration Quarterly, 41(3), 22–31. https://doi.org/10.1177/001088040004100314

Ramírez, P. E., Mariano, A. M., & Salazar, E. A. (2014). Propuesta Metodológica para aplicar modelos de ecuaciones estructurales con PLS: El caso del uso de bases de datos científicas en estudiantes universitarios. Revista ADMpg Gestão Estratégica, 7(2), 133–139. http://www.admpg.com.br/revista2014_2/Artigos/15%20%20-%20Artigo_15.pdf

Roberts, J. H., & Lattin, J. M. (1991). Development and Testing of a Model of Consideration Set Composition. Journal of Marketing Research, 28(4), 429. https://doi.org/10.2307/3172783

Sataloff, R. T., Johns, M. M., & Kost, K. M. (2001). Evaluating Relationships among Brand Experience, Brand Personality, Brand Prestige, Brand Relationship Quality, and Brand Loyalty: An Empirical Study of Coffeehouse Brands. Hospitality Management and Dietetics Kansas State University, 2(2001). https://scholarworks.umass.edu/cgi/viewcontent.cgi?article=1283&context=gradconf_hospitality

Sirieix, K. ; Dubois, P. L. (1999). Vers un modèle qualité-satisfaction intégrant la confiance ? Recherches et Applications en Marketing, 14.

Taasoobshirazi, G., & Wang, S. (2016). The performance of the SRMR, RMSEA, CFI, AND TLI. Journal of Applied Quantative Methods, 11(3), 31–41.

Torres Valverde, E. ; P. R. G. (2013). Medición de la intención de compra con base en un modelo de regresión logística de productos de consumo masivo. Universidad politécnica Salesiana sede Quito.

Wang, H. J. (2017). Determinants of consumers’ purchase behaviour towards green brands. Service Industries Journal, 37(13–14), 896–918. https://doi.org/10.1080/02642069.2017.1365140

Wang, J., Tao, J., & Chu, M. (2020). Behind the label: Chinese consumers’ trust in food certification and the effect of perceived quality on purchase intention. Food Control, 108(August 2019). https://doi.org/10.1016/j.foodcont.2019.106825

Wu, K., Chen, S., & Yuan, Y. (2018). Research on the customer loyalty of bicycle-sharing company based on PLS-SEM model. ACM International Conference Proceeding Series, 68–72. https://doi.org/10.1145/3180374.3181358

Xu, P. (2019). College Students ’ Perceived Brand Value in Service and Manufacturing Categories. Iciss. https://doi.org/10.25236/iciss.2019.024