Cómo los valores culturales y la etnia influyen en la actitud hacia el boicot a una compañía en un mercado multicultural
DOI:
https://doi.org/10.54167/ejbei.v2i2.1961Palabras clave:
Boicots de Consumidores, Valores Culturales, Dimensiones de Hofstede, Colectivismo, Mercados Multiculturales, Diferencias Étnicas, Comportamiento del Consumidor, Predicción de ActitudesResumen
Este estudio investiga la influencia de los valores culturales de Hofstede en las actitudes de los consumidores hacia el boicot a empresas dentro de un contexto nacional multicultural. Utilizando datos de una muestra diversa de los Estados Unidos (N=2,574), se realizaron análisis de regresión múltiple y ANOVA para examinar el poder predictivo de las dimensiones culturales y las diferencias étnicas sobre las actitudes hacia el boicot. Los resultados indican que el colectivismo, la distancia al poder, la masculinidad, la orientación a largo plazo y la indulgencia influyen significativamente en las actitudes de boicot de los consumidores, explicando una porción modesta pero significativa de la varianza. De manera destacada, los participantes afroamericanos/negros mostraron las actitudes más positivas hacia el boicot, lo que resalta la interacción entre los valores culturales y los factores socio-históricos. Estos hallazgos subrayan la importancia de considerar tanto los factores culturales como contextuales para comprender el comportamiento del consumidor en boicots, ofreciendo valiosos conocimientos para mercadólogos y académicos que estudian mercados multiculturales.
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