La influencia de la responsabilidad social empresarial en el comportamiento de compra de los consumidores de laptops, hombres de 18 a 24 años, Lima, Perú
Date
2017-06-01
Journal Title
Journal ISSN
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Publisher
Pontificia Universidad Católica del Perú
Abstract
La responsabilidad social empresarial tiene mayor relevancia en el contexto
internacional y nacional. Sin embargo, en el Perú, existen muy pocos estudios
empíricos que permitan conocer su impacto en el consumidor. Esta investigación
busca determinar la influencia que la responsabilidad social empresarial tiene en el
comportamiento de compra de laptops de hombres de 18 a 24 años, a nivel Lima. Se
desarrolló un experimento bajo la metodología de los modelos de elección discreta
con el objetivo de poder cuantificar la intención de compra y la disposición a pagar
por las acciones de responsabilidad social desarrolladas por las empresas. El
experimento se llevó a cabo utilizando una muestra por conveniencia de 132
consumidores limeños de 18 a 24 años. La investigación brinda evidencia empírica de
la relación positiva existente entre la responsabilidad social empresarial y el
comportamiento de compra de laptops en la muestra. Sin embargo, los resultados del
estudio indican que el efecto de la responsabilidad social empresarial en su conjunto
es inferior al de las competencias corporativas.
Esta tesis es una ampliación del alcance de la investigación doctoral de Percy
Samoel Marquina Feldman, “La influencia de la responsabilidad social empresarial en
el comportamiento de compra de los consumidores peruanos” (CENTRUM, Centro de
Negocios de la Pontificia Universidad Católica del Perú. Lima 2009). Esta tesis de
maestría busca validar si la relación identificada originalmente por Marquina también
se presenta en la categoría de laptops, tal como el autor lo sugiere en sus
recomendaciones finales. Con la autorización del autor, se han utilizado partes de su
tesis, particularmente las que se refieren a la revisión de la literatura y el método
Corporate social responsibility has greater relevance at international and national context. However, in Peru, there are very few empirical studies to determine its impact on the consumer. This research seeks to determine the influence that corporate social responsibility has on purchasing behavior of laptops for men from 18 to 24 years old in Lima. An experiment was developed under the methodology of discrete choice models in order to quantify the purchase intention and willingness to pay for social responsibility actions developed by the companies. The experiment was carried out using a convenience sample of 132 consumers in Lima from 18 to 24 years old. The research provides empirical evidence of the positive relationship between corporate social responsibility and purchase behavior of laptops in the sample. However, the results of the study indicate that the effect of corporate social responsibility as a whole is lower than corporate competencies. This thesis is an extension of the doctoral research scope of Percy Samoel Marquina Feldman, “The influence of corporate social responsibility on purchasing behavior of Peruvian consumers” (CENTRUM, Centro de Negocios de la Pontificia Universidad Católica del Perú. Lima 2009). This master thesis seeks to validate whether the relationship originally identified by Marquina also comes in the category of laptops, as the author suggests in its final recommendations. With permission of the author, parts of his thesis have been used, particularly those relating to literature review and the method
Corporate social responsibility has greater relevance at international and national context. However, in Peru, there are very few empirical studies to determine its impact on the consumer. This research seeks to determine the influence that corporate social responsibility has on purchasing behavior of laptops for men from 18 to 24 years old in Lima. An experiment was developed under the methodology of discrete choice models in order to quantify the purchase intention and willingness to pay for social responsibility actions developed by the companies. The experiment was carried out using a convenience sample of 132 consumers in Lima from 18 to 24 years old. The research provides empirical evidence of the positive relationship between corporate social responsibility and purchase behavior of laptops in the sample. However, the results of the study indicate that the effect of corporate social responsibility as a whole is lower than corporate competencies. This thesis is an extension of the doctoral research scope of Percy Samoel Marquina Feldman, “The influence of corporate social responsibility on purchasing behavior of Peruvian consumers” (CENTRUM, Centro de Negocios de la Pontificia Universidad Católica del Perú. Lima 2009). This master thesis seeks to validate whether the relationship originally identified by Marquina also comes in the category of laptops, as the author suggests in its final recommendations. With permission of the author, parts of his thesis have been used, particularly those relating to literature review and the method
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Keywords
Responsabilidad social de las empresas, Comportamiento del consumidor, Investigación cuantitativa
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