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


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.


Keywords


Adopción de la innovación, Consumidor innovador, Características innovadoras

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