El Papel de las Emociones, Precio y Demanda en la Probabilidad de Compra de Teléfonos Móviles
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Published:
Oct 10, 2024
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Abstract
La compra y uso de los teléfonos móvilessigue en aumento y así como son diversoslos efectos que tiene su uso, también sonmúltiples los factores que influyen en laintención de compra de los consumidores. Enesta medida, el presente estudio tuvo comoobjetivo evaluar cómo la valencia emocional(emoción positiva - emoción negativa), elprecio (precio alto - precio bajo) y la demanda(demanda alta - demanda baja) influyen en laintención de compra de teléfonos móviles.Se utilizó una metodología experimental.Se contó con 294 participantes las edadesoscilaron entre 18 y 54 años (M = 25,03;DT = 7.76). Los principales hallazgos muestranque independientemente del precio yla demanda la emoción positiva aumenta laprobabilidad de compra. También, se observaque independientemente del precio sepresenta el efecto snob prefiriendo productoscon baja demanda. Además, en el grupoemoción negativa los participantes tomaronen cuenta otros factores como el precio yla demanda para tomar una decisión, mostrandocomportamientos relacionados conel efecto bandwagon. Se discute el aporte alos estudios relacionados con las emocionesy la intención de compra.JEL: M31, M37, M39
Article Details
How to Cite
Neme Chaves, S. R., Forero Molina, S. C., Alfonso León, A. D., Doria Cortés, J. D., Quintero Piña, M. C., a Báez Manrique , K. D., & Sosa Morales, A. Y. (2024). El Papel de las Emociones, Precio y Demanda en la Probabilidad de Compra de Teléfonos Móviles. In Vestigium Ire, 17(1), 14-32. Retrieved from http://revistas.ustatunja.edu.co/index.php/ivestigium/article/view/3142
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References
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digital de Colombia en el 2021-2022. https://
branch.com.co/marketing-digital/estadisticas-
de-la-situacion-digital-de-colombia-
en-el-2021-2022/
Bigliardi, B., Filippelli, S., & Quinto, I. (2022).
Environmentally-conscious behaviours in
the circular economy: An analysis of concumers
´ green purchase intentions for refurbished
smartphones. Journal of Cleaner
Production, 378, 1-11.
Bii, B., Ouma, K., & Aila, F. (2019). Influence of
customer experience dimensions on purchase
behavior in kenyan hotels.
Chan, W. Y., To, C. K. M., & Chu, W. C. (2015).
Materialistic consumers who seek unique
products: How does their need for status and
their affective response facilitate the repurchase
intention of luxury goods? Journal of
Retailing and Consumer Services, 27(C), 1-10.
https://doi.org/10.1016/j.jretconser.2015
Corneo, G., & Jeanne, O. (1997). Conspicuous
consumption, snobbism and conformism.
Journal of Public Economics, 66(1),
55-71. https://doi.org/10.1016/S0047-
2727(97)00016-9
Correia, A., & Kozak, M. (2012). Exploring
prestige and status on domestic destinations:
The case of algarve. Annals of Tourism
Research, 39(4), 1951-1967. https://doi.
org/10.1016/j.annals.2012.06.005
Deb, M., & Lomo-David, E. (2020). On the
hedonic versus utilitarian message appeal
in building buying intention in the luxury
hotel industry. Journal of Hospitality and
Tourism Management, 45, 615-621. https://
doi.org/10.1016/j.jhtm.2020.10.015
Guo, J., Wang, X., & Wu, Y. (2020). Positive
emotion bias: Role of emotional content
from online customer reviews in purchase
decisions. Journal of Retailing and
Consumer Services, 52, 101891. https://doi.
org/10.1016/j.jretconser.2019.101891
Holmqvist, J., Díaz Ruiz, C., & Peñaloza, L.
(2020). Moments of luxury: Hedonic escapism
as a luxury experience. Journal of
Business Research, 116, 503-513. https://doi.
org/10.1016/j.jbusres.2019.10.015
Iloranta, R. (2022). Luxury tourism - a review
of the literature. European Journal of
Tourism Research, 30, 3007-3007. https://doi.
org/10.54055/ejtr.v30i.1925
Jarness, V., & Friedman, S. (2017). ‘I’m not
a snob, but…’: Class boundaries and the
downplaying of difference. Poetics, 61,
14-25. https://doi.org/10.1016/j.poetic.
2016.11.001
Kastanakis, M. N., & Balabanis, G. (2014).
Explaining variation in conspicuous luxury
consumption: An individual differences’ perspective.
Journal of Business Research, 67(10),
2147-2154. https://doi.org/10.1016/j.jbusres.
2014.04.024
Kauppinen-Räisänen, H., Björk, P., Lönnström,
A., & Jauffret, M.-N. (2018). How consumers’
need for uniqueness, self-monitoring, and social
identity affect their choices when luxury
brands visually shout versus whisper. Journal
of Business Research, 84, 72-81. https://doi.
org/10.1016/j.jbusres.2017.11.012
Kiatkawsin, K., & Han, H. (2019). What drives
customers’ willingness to pay price premiums
for luxury gastronomic experiences
at michelin-starred restaurants? International
Journal of Hospitality Management,
82, 209-219. https://doi.org/10.1016/j.
ijhm.2019.04.024
Lee, H., Jang, Y., Kim, Y., Choi, H.-M., & Ham,
S. (2019). Consumers’ prestige-seeking behavior
in premium food markets: Application
of the theory of the leisure class. International
Journal of Hospitality Management,
77, 260-269. https://doi.org/10.1016/j.
ijhm.2018.07.005
MacFie, H. J., Bratchell, N., Greenhoff, K., &
Vallis, Ll. (1989). Designs To Balance The Effect
Of Order Of Presentation And First-Order
Carry-Over Effects In Hall Tests. Journal of
Sensory Studies, 4(2), 129-148. https://doi.
org/10.1111/j.1745-459X.1989.tb00463.x
Martins, J., Costa, C., Oliveira, T., Gonçalves,
R., y Branco, F. (2019). How smartphone advertising
influences consumer´ purchase
intention. Journal of Business Research, 94,
pp. 378-387
Mehra, A., Rajput, S., y Paul, J. (2022). Determinants
of adoption of latest version smartphones:
Theory and evidence. Technological
Forecasting and Social Change, 175, 1-17
Mireles, B. (2021, febrero 1). La generación
smartphone [Informativa]. Recuperado 25
de enero de 2023, de Eje Central website:
https://www.ejecentral.com.mx/analitica-
la-generacion-smartphone/
Mrkvicka, T., Myllymaki, M., Jilek, M., & Hahn,
U. (2020). A one-way ANOVA test for functional
data with graphical interpretation. Kybernetika,
432-458. https://doi.org/10.14736/
kyb-2020-3-0432
Ou, Y.-C., & Verhoef, P. C. (2017). The impact of
positive and negative emotions on loyalty intentions
and their interactions with customer
equity drivers. Journal of Business Research,
80, 106-115. https://doi.org/10.1016/j.jbusres.
2017.07.011
Paramita, W., Septianto, F., & Tjiptono, F.
(2020). The distinct effects of gratitude and
pride on donation choice and amount. Journal
of Retailing and Consumer Services, 53,
101972. https://doi.org/10.1016/j.jretconser.
2019.101972
Pashchenko, Y., Rahman, M. F., Hossain, M. S.,
Uddin, M. K., & Islam, T. (2022). Emotional
and the normative aspects of customers’ reviews.
Journal of Retailing and Consumer Services,
68, 103011. https://doi.org/10.1016/j.
jretconser.2022.103011
Rahim, A., Zaharah, S., Kuan, L., Abas, N., y
Merian, S. (2016). Factors Influencing Purchasing
Intention of Smartphone among
University Students. Procedia Economics and
Finance, 37, pp. 245-253
Ramakrishnan, A., Kalkuhl, M., Ahmad, S.,
& Creutzig, F. (2020). Keeping up with the
Patels: Conspicuous consumption drives the
adoption of cars and appliances in India.
Energy Research & Social Science, 70, 101742.
https://doi.org/10.1016/j.erss.2020.101742
Rodríguez, M., Díaz, M., Agostinelli, J., y Daverio,
R. (2019). Adicción y uso del teléfono
celular. Ajayu Órgano de Difusión Científica
del Departamento de Psicología UCBSP, 17(2),
pp. 211-235.
Ruiz-Mafe, C., Chatzipanagiotou, K., &
Curras-Perez, R. (2018). The role of emotions
and conflicting online reviews on
consumers’ purchase intentions. Journal of
Business Research, 89, 336-344. https://doi.
org/10.1016/j.jbusres.2018.01.027
Schade, M., Hegner, S., Horstmann, F., &
Brinkmann, N. (2016). The impact of attitude
functions on luxury brand consumption:
An age-based group comparison. Journal of
Business Research, 69(1), 314-322. https://
doi.org/10.1016/j.jbusres.2015.08.003
Schwarz, N., & Clore, G. (1983). Mood, Misattribution,
and Judgments of Well-Being:
Informative and Directive Functions of
Affective States. Journal of Personality and
Social Psychology, 45, 513-523. https://doi.
org/10.1037/0022-3514.45.3.513
Septianto, F., An, J., Chiew, T. M., Paramita, W.,
& Tanudharma, I. (2019). The similar versus
divergent effects of pride and happiness on
the effectiveness of loyalty programs. Journal
of Business Research, 99, 12-22. https://doi.
org/10.1016/j.jbusres.2019.02.021
Septianto, F., Ye, S., & Northey, G. (2021).
The effectiveness of advertising images in
promoting experiential offerings: An emotional
response approach. Journal of Business
Research, 122, 344-352. https://doi.
org/10.1016/j.jbusres.2020.09.015
Shukla, P., & Rosendo-Rios, V. (2020). Intra
and inter-country comparative effects of
symbolic motivations on luxury purchase
intentions in emerging markets. International Business Review, 101768. https://doi.
org/10.1016/j.ibusrev.2020.101768
Spielmann, N. (2020). Green is the New
White: How Virtue Motivates Green Product
Purchase. Journal of Business Ethics. https://
doi.org/10.1007/s10551-020-04493-6
Statista (2021). Número de suscripciones de
smartphones a nivel mundial desde 2016
hasta 2027. Disponible en: https://es.statista.
com/estadisticas/636569/usuarios-de-telefonos-
inteligentes-a-nivel-mundial/
Tobón, C. y Bedoya, J. (2017). Influencia de
la asimetría en el tamaño de la muestra
para el cumplimiento del teorema central
del límite en distribuciones continuas.
Scientia et Technica, 22(4). https://doi.
org/10.22517/23447214.9325
Vigneron, F., & Johnson, L. (1999). A review
and a conceptual framework of prestige-
seeking consumer behavior. Academy of
Marketing Science Review, 1999, 1.
Wang, Q., Zhang, W., Li, J., Mai, F., & Ma, Z.
(2022). Effect of online review sentiment
on product sales: The moderating role of
review credibility perception. Computers in
Human Behavior, 133, 107272. https://doi.
org/10.1016/j.chb.2022.107272
Wattanacharoensil, W., & La-ornual, D. (2019).
A systematic review of cognitive biases in
tourist decisions. Tourism Management, 75,
353-369. https://doi.org/10.1016/j.tourman.
2019.06.006
We Are Social & Hootsuite (2022). Digital
2022: Global Overview Report. Disponible
en: https://datareportal.com/reports/digital-
2022-global-overview-report
Zhang, M., Zhang, G., Gursoy, D., & Fu, X.
(2018). Message framing and regulatory focus
effects on destination image formation.
Tourism Management, 69, 397-407. https://doi.
org/10.1016/j.tourman.2018.06.025
Zurita-Cruz, J. N., Márquez-González, H., Miranda-
Novales, G., y Villasís-Keever, M. A.
(2018). Estudios experimentales: diseños de
investigación para la evaluación de intervenciones
en la clínica. Revista alergia México,
65(2), 178-186. https://doi.org/10.29262/
ram.v65i2.376
digital de Colombia en el 2021-2022. https://
branch.com.co/marketing-digital/estadisticas-
de-la-situacion-digital-de-colombia-
en-el-2021-2022/
Bigliardi, B., Filippelli, S., & Quinto, I. (2022).
Environmentally-conscious behaviours in
the circular economy: An analysis of concumers
´ green purchase intentions for refurbished
smartphones. Journal of Cleaner
Production, 378, 1-11.
Bii, B., Ouma, K., & Aila, F. (2019). Influence of
customer experience dimensions on purchase
behavior in kenyan hotels.
Chan, W. Y., To, C. K. M., & Chu, W. C. (2015).
Materialistic consumers who seek unique
products: How does their need for status and
their affective response facilitate the repurchase
intention of luxury goods? Journal of
Retailing and Consumer Services, 27(C), 1-10.
https://doi.org/10.1016/j.jretconser.2015
Corneo, G., & Jeanne, O. (1997). Conspicuous
consumption, snobbism and conformism.
Journal of Public Economics, 66(1),
55-71. https://doi.org/10.1016/S0047-
2727(97)00016-9
Correia, A., & Kozak, M. (2012). Exploring
prestige and status on domestic destinations:
The case of algarve. Annals of Tourism
Research, 39(4), 1951-1967. https://doi.
org/10.1016/j.annals.2012.06.005
Deb, M., & Lomo-David, E. (2020). On the
hedonic versus utilitarian message appeal
in building buying intention in the luxury
hotel industry. Journal of Hospitality and
Tourism Management, 45, 615-621. https://
doi.org/10.1016/j.jhtm.2020.10.015
Guo, J., Wang, X., & Wu, Y. (2020). Positive
emotion bias: Role of emotional content
from online customer reviews in purchase
decisions. Journal of Retailing and
Consumer Services, 52, 101891. https://doi.
org/10.1016/j.jretconser.2019.101891
Holmqvist, J., Díaz Ruiz, C., & Peñaloza, L.
(2020). Moments of luxury: Hedonic escapism
as a luxury experience. Journal of
Business Research, 116, 503-513. https://doi.
org/10.1016/j.jbusres.2019.10.015
Iloranta, R. (2022). Luxury tourism - a review
of the literature. European Journal of
Tourism Research, 30, 3007-3007. https://doi.
org/10.54055/ejtr.v30i.1925
Jarness, V., & Friedman, S. (2017). ‘I’m not
a snob, but…’: Class boundaries and the
downplaying of difference. Poetics, 61,
14-25. https://doi.org/10.1016/j.poetic.
2016.11.001
Kastanakis, M. N., & Balabanis, G. (2014).
Explaining variation in conspicuous luxury
consumption: An individual differences’ perspective.
Journal of Business Research, 67(10),
2147-2154. https://doi.org/10.1016/j.jbusres.
2014.04.024
Kauppinen-Räisänen, H., Björk, P., Lönnström,
A., & Jauffret, M.-N. (2018). How consumers’
need for uniqueness, self-monitoring, and social
identity affect their choices when luxury
brands visually shout versus whisper. Journal
of Business Research, 84, 72-81. https://doi.
org/10.1016/j.jbusres.2017.11.012
Kiatkawsin, K., & Han, H. (2019). What drives
customers’ willingness to pay price premiums
for luxury gastronomic experiences
at michelin-starred restaurants? International
Journal of Hospitality Management,
82, 209-219. https://doi.org/10.1016/j.
ijhm.2019.04.024
Lee, H., Jang, Y., Kim, Y., Choi, H.-M., & Ham,
S. (2019). Consumers’ prestige-seeking behavior
in premium food markets: Application
of the theory of the leisure class. International
Journal of Hospitality Management,
77, 260-269. https://doi.org/10.1016/j.
ijhm.2018.07.005
MacFie, H. J., Bratchell, N., Greenhoff, K., &
Vallis, Ll. (1989). Designs To Balance The Effect
Of Order Of Presentation And First-Order
Carry-Over Effects In Hall Tests. Journal of
Sensory Studies, 4(2), 129-148. https://doi.
org/10.1111/j.1745-459X.1989.tb00463.x
Martins, J., Costa, C., Oliveira, T., Gonçalves,
R., y Branco, F. (2019). How smartphone advertising
influences consumer´ purchase
intention. Journal of Business Research, 94,
pp. 378-387
Mehra, A., Rajput, S., y Paul, J. (2022). Determinants
of adoption of latest version smartphones:
Theory and evidence. Technological
Forecasting and Social Change, 175, 1-17
Mireles, B. (2021, febrero 1). La generación
smartphone [Informativa]. Recuperado 25
de enero de 2023, de Eje Central website:
https://www.ejecentral.com.mx/analitica-
la-generacion-smartphone/
Mrkvicka, T., Myllymaki, M., Jilek, M., & Hahn,
U. (2020). A one-way ANOVA test for functional
data with graphical interpretation. Kybernetika,
432-458. https://doi.org/10.14736/
kyb-2020-3-0432
Ou, Y.-C., & Verhoef, P. C. (2017). The impact of
positive and negative emotions on loyalty intentions
and their interactions with customer
equity drivers. Journal of Business Research,
80, 106-115. https://doi.org/10.1016/j.jbusres.
2017.07.011
Paramita, W., Septianto, F., & Tjiptono, F.
(2020). The distinct effects of gratitude and
pride on donation choice and amount. Journal
of Retailing and Consumer Services, 53,
101972. https://doi.org/10.1016/j.jretconser.
2019.101972
Pashchenko, Y., Rahman, M. F., Hossain, M. S.,
Uddin, M. K., & Islam, T. (2022). Emotional
and the normative aspects of customers’ reviews.
Journal of Retailing and Consumer Services,
68, 103011. https://doi.org/10.1016/j.
jretconser.2022.103011
Rahim, A., Zaharah, S., Kuan, L., Abas, N., y
Merian, S. (2016). Factors Influencing Purchasing
Intention of Smartphone among
University Students. Procedia Economics and
Finance, 37, pp. 245-253
Ramakrishnan, A., Kalkuhl, M., Ahmad, S.,
& Creutzig, F. (2020). Keeping up with the
Patels: Conspicuous consumption drives the
adoption of cars and appliances in India.
Energy Research & Social Science, 70, 101742.
https://doi.org/10.1016/j.erss.2020.101742
Rodríguez, M., Díaz, M., Agostinelli, J., y Daverio,
R. (2019). Adicción y uso del teléfono
celular. Ajayu Órgano de Difusión Científica
del Departamento de Psicología UCBSP, 17(2),
pp. 211-235.
Ruiz-Mafe, C., Chatzipanagiotou, K., &
Curras-Perez, R. (2018). The role of emotions
and conflicting online reviews on
consumers’ purchase intentions. Journal of
Business Research, 89, 336-344. https://doi.
org/10.1016/j.jbusres.2018.01.027
Schade, M., Hegner, S., Horstmann, F., &
Brinkmann, N. (2016). The impact of attitude
functions on luxury brand consumption:
An age-based group comparison. Journal of
Business Research, 69(1), 314-322. https://
doi.org/10.1016/j.jbusres.2015.08.003
Schwarz, N., & Clore, G. (1983). Mood, Misattribution,
and Judgments of Well-Being:
Informative and Directive Functions of
Affective States. Journal of Personality and
Social Psychology, 45, 513-523. https://doi.
org/10.1037/0022-3514.45.3.513
Septianto, F., An, J., Chiew, T. M., Paramita, W.,
& Tanudharma, I. (2019). The similar versus
divergent effects of pride and happiness on
the effectiveness of loyalty programs. Journal
of Business Research, 99, 12-22. https://doi.
org/10.1016/j.jbusres.2019.02.021
Septianto, F., Ye, S., & Northey, G. (2021).
The effectiveness of advertising images in
promoting experiential offerings: An emotional
response approach. Journal of Business
Research, 122, 344-352. https://doi.
org/10.1016/j.jbusres.2020.09.015
Shukla, P., & Rosendo-Rios, V. (2020). Intra
and inter-country comparative effects of
symbolic motivations on luxury purchase
intentions in emerging markets. International Business Review, 101768. https://doi.
org/10.1016/j.ibusrev.2020.101768
Spielmann, N. (2020). Green is the New
White: How Virtue Motivates Green Product
Purchase. Journal of Business Ethics. https://
doi.org/10.1007/s10551-020-04493-6
Statista (2021). Número de suscripciones de
smartphones a nivel mundial desde 2016
hasta 2027. Disponible en: https://es.statista.
com/estadisticas/636569/usuarios-de-telefonos-
inteligentes-a-nivel-mundial/
Tobón, C. y Bedoya, J. (2017). Influencia de
la asimetría en el tamaño de la muestra
para el cumplimiento del teorema central
del límite en distribuciones continuas.
Scientia et Technica, 22(4). https://doi.
org/10.22517/23447214.9325
Vigneron, F., & Johnson, L. (1999). A review
and a conceptual framework of prestige-
seeking consumer behavior. Academy of
Marketing Science Review, 1999, 1.
Wang, Q., Zhang, W., Li, J., Mai, F., & Ma, Z.
(2022). Effect of online review sentiment
on product sales: The moderating role of
review credibility perception. Computers in
Human Behavior, 133, 107272. https://doi.
org/10.1016/j.chb.2022.107272
Wattanacharoensil, W., & La-ornual, D. (2019).
A systematic review of cognitive biases in
tourist decisions. Tourism Management, 75,
353-369. https://doi.org/10.1016/j.tourman.
2019.06.006
We Are Social & Hootsuite (2022). Digital
2022: Global Overview Report. Disponible
en: https://datareportal.com/reports/digital-
2022-global-overview-report
Zhang, M., Zhang, G., Gursoy, D., & Fu, X.
(2018). Message framing and regulatory focus
effects on destination image formation.
Tourism Management, 69, 397-407. https://doi.
org/10.1016/j.tourman.2018.06.025
Zurita-Cruz, J. N., Márquez-González, H., Miranda-
Novales, G., y Villasís-Keever, M. A.
(2018). Estudios experimentales: diseños de
investigación para la evaluación de intervenciones
en la clínica. Revista alergia México,
65(2), 178-186. https://doi.org/10.29262/
ram.v65i2.376