Predisposition to innovate. Cross-cultural analysis between young people // Predisposición para innovar. Análisis cross–cultural entre los jóvenes // Predisposição à inovação. Análise de cross-cultural entre os jovens

María Cristina Otero Gómez
http://orcid.org/0000-0002-3241-7877
Wilson Giraldo Pérez
María Teresa de la Luz Sainz Barajas
María Guadalupe Aguirre Aleman


DOI: http://dx.doi.org/10.15665/rde.v15i2.1079

Abstract


This article is the result of a scientific investigation and has been raised around the objective of analyzing and comparing the influence of personal and social characteristics on the predisposition to innovate in the young consumers of Villavicencio - Colombia and Coatzacoalcos - Mexico. For the development was carried out to survey 1591 university students of the two cities. The age range of the sample was between 17 and 25 years. To this end, the University of Los Llanos and the Universidad Veracruzana collaborated. The results show that there is no association between the predisposition to innovate and the variables of personal or social characteristics studied. This means that a strategy of demographic segmentation is not enough, since the determinants of the behavior of the segment may be influenced by their personal motivations, or by the characteristics of the products.

El presente artículo es resultado de una investigación científica y se ha planteado en torno al objetivo de analizar y comparar la influencia de las características personales y sociales en la predisposición a innovar en los consumidores jóvenes de Villavicencio - Colombia y Coatzacoalcos - México. Para el desarrollo se procedió a encuestar a 1591 jóvenes universitarios de las dos ciudades. El rango etario de la muestra fue entre 17 y 25 años. Para ello se contó con la colaboración de la Universidad de los Llanos y la Universidad Veracruzana. Los resultados evidencian que no existe asociación entre la predisposición a innovar y las variables de características personales o sociales estudiadas. Esto significa que una estrategia de segmentación demográfica no es suficiente, pues los determinantes del comportamiento del segmento pueden estar influenciados por sus motivaciones personales, o por las características de los productos.

Este artigo é o resultado da investigação científica e tem sido levantada em torno do objetivo analisar e comparar a influência das características pessoais e sociais na predisposição para inovar jovens consumidores de Villavicencio - Colômbia e Coatzacoalcos - México. Desenvolvimento procedeu ao levantamento de 1591 estudantes universitários das duas cidades. A faixa etária da amostra foi de entre 17 e 25 anos. Para fazer isso, ele contou com a colaboração da Universidade do Llanos e Universidad Veracruzana. Os resultados mostram que não existe uma associação entre a vontade de inovar e variáveis de características pessoais ou sociais estudados. Isto significa que uma estratégia de segmentação demográfica não é suficiente, porque os determinantes do segmento de comportamento podem ser influenciados pelas suas motivações pessoais, ou as características dos produtos.

 


Keywords


Adoption of innovation, Innovative consumer, Innovative features // Adopción de la innovación, Consumidor innovador, Características innovadoras

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