How gender and age can affect consumer purchase behavior? Evidence from A microeconomic perspective from Hungary
| Autor | Maria Fekete-Farkas, Abbas Gholampour, Parisa Bouzari, Hadi Jarghooiyan, Pejman Ebrahimi |
| Cargo | Professor Institute of Economic Sciences, Hungarian University of Agriculture and Life Sciences (MATE), Gödöll?2100, Hungary. Email: Farkasne.Fekete.Maria@uni-mate.hu ORCID: https://orcid.org/0000-0002-6058-009X - The Innovation and Entrepreneurship Research Lab, London, United Kingdom. Email: abbasgholampoor@yahoo.com ORCID: https://orcid.org/... |
| Páginas | 25-46 |
25
AD-MINISTER
AD-minister Nº. 39 july - december 2021 pp. 25 - 46 · ISSN 1692-0279 · eISSN 2256-4322
1 Professor Institute of Economic Sciences, Hungarian University of Agriculture and Life Sciences
(MATE), Gödöllő2100, Hungary. Email: Farkasne.Fekete.Maria@uni-mate.hu ORCID: https://orcid.
org/0000-0002-6058-009X
2 The Innovation and Entrepreneurship Research Lab, London, United Kingdom. Email:
abbasgholampoor@yahoo.com ORCID: https://orcid.org/0000-0002-5720-4544
3 Faculty of Economics and Social Sciences, Department of Supply Chain Management, Hungarian
University of Agriculture and Life Sciences (MATE), Gödöllő2100, Hungary.
Email: paaarrriii.b@gmail.com ORCID: https://orcid.org/0000-0002-0453-35394
4 MA., Faculty of entrepreneurship, University of Tehran, Tehran, Iran. Email: hadi.jarghooiyan@ut.ac.ir
ORCID: https://orcid.org/0000-0002-6796-9567
5 PhD student, Doctoral School of Economic and Regional Sciences, Hungarian University of
Agriculture and Life Sciences (MATE), Gödöllő2100, Hungary. Email: Ebrahimi.Pejman@stud.uni-mate.
hu ORCID: https://orcid.org/0000-0003-0125-3707
MARIA FEKETE-FARKAS1
ABBAS GHOLAMPOUR2
PARISA BOUZARI3
HADI JARGHOOIYAN4
PEJMAN EBRAHIMI5*
JEL: I21, I23, M1
Received: 02/02/2021
Modified: 19/05/2021
Accepted: 04/06/2021
DOI: https://doi.org/10.17230/
Ad-minister.39.2
ABSTRACT
The present study aimed to investigate the effect of demographic variables of gender and age on online
consumer purchase behavior (CPB) on Facebook in Hungary. The statistical population of the present
study consists of Facebook users in Hungary, including Hungarian natives, foreigners residing in this
country including students. A sample of 433 online consumers in different age groups was surveyed.
The questionnaire was shared via an online link on the Facebook platform and also on various channels.
Welch’s t-test was used to examine the gender variable, and Welch and Brown-Forsythe test was used
to examine the age variable. The results showed that there was a significant difference between CPB
in all age groups and the age group of over 50 years on Facebook. This important result emphasized the
importance and impact of social networks as marketing channels on young people. Another important
point was the difference between the purchase behaviors of male and female consumers. The results
from this research can have implications for businesses in developing their competitive advantages and
adopting proper approaches in advertising and marketing campaigns based on the socio- demographic
characteristics of people.
KEYWORDS
Consumer purchase behavior, Gender, Age, Facebook, Social networks marketing
RESUMEN
El presente estudio tuvo como objetivo investigar el efecto de las variables demográficas de género y
edad en el comportamiento de compra del consumidor on-line (CPB, por sus siglas en inglés) en Facebook
en Hungría. La población estadística del presente estudio consiste en usuarios de Facebook en Hungría,
incluidos los nativos húngaros y los extranjeros que residen en este país, incluidos los estudiantes.
How gender and age can affect consumer purchase
behavior? Evidence from A microeconomic
perspective from Hungary
¿Cómo el género y la edad pueden afectar el comportamiento de compra del consumidor?
Evidencia desde una perspectiva microeconómica de Hungría
Maria Fekete-Farkas · Abbas Gholampour · Parisa Bouzari · Hadi Jarghooiyan · Pejman Ebrahimi
How gender and age can affect consumer purchase behavior? Evidence from A microeconomic perspective from Hungary
26
AD-MINISTER
Se encuestó a una muestra de 433 consumidores en línea en diferentes grupos de edad. El cuestionario se
compartió a través de un enlace en línea en la plataforma de Facebook y también en varios canales. Se utilizó la
prueba t de Welch para examinar la variable de género, y la prueba de Welch y Brown-Forsythe, para examinar
la variable de edad. Los resultados mostraron que hubo una diferencia significativa entre el CPB en todos los
grupos de edad y el grupo de más de 50 años en Facebook. Este importante resultado enfatizó la importancia y
el impacto de las redes sociales como canales de comercialización en los jóvenes. Otro punto importante fue la
diferencia entre los comportamientos de compra de los consumidores masculinos y femeninos. Los resultados
de esta investigación pueden tener implicaciones para que las empresas desarrollen sus ventajas competitivas
y adopten enfoques adecuados en las campañas de publicidad y marketing en función de las características
sociodemográficas de las personas.
PALABRAS CLAVE
Comportamiento de compra del consumidor, Género, Edad, Facebook, Marketing en redes sociales
1. INTRODUCTION
Many studies show that in today’s competitive world, the success of companies
in maintaining, retaining and communicating with customers, and e-business can
meet the explicit and implicit needs of the customers (Naeem, 2019a; Roshandel
Arbatani et al., 2019). Due to i ncreasing p ricing levels and material costs over
the years, enterprises have intended to lower their financial costs via Internet
marketing, through which renting cost, facility setup cost, and manpower cost can
be saved, and advertising cost is lowered for increasing more potential customers
(Jensen & Sund, 2020; Nemati & Khajeheian, 2018). In terms of logistics, electronic
commerce shortens the delivery, decreases the procurement cost, decreases
unconfirmed orders, increases the control ability for the supply chain, digitalizes
the operations of transaction, transportation, storehouse, and payments to analyze
customers’ procurement data showing the precise prediction about the required
amount of supply, etc. Hence, Internet marketing has become a market territory
for which each enterprise competes (Liu et al., 2013). E-commerce can be useful
for a varie ty of reasons. For example, it provides easy access to products that may
not be accessible without the Internet. Furthermore, e-commerce is an easy way
to do transactions. Although it is sometimes more vulnerable than its traditional
form, it can largely meet the needs consumers (Ma et al., 2015). The increasing
acceptance of social media along with rapid changes in CPB is due to the fact
that there are 2.789 billion social media users around the world with penetration of
approximately 37% (Kemp, 2017; Shah et al., 2019).
Understanding customer purchasing behavior is among the priorities of
marketers as well as researchers; Moon (2004) states that one of the fundamental
issues in purchasing behavior is the way customers develop, adopt, and use decision-
making strategies (Shah et al., 2019). We will gain knowledge and understand the
customer behavior by investigating the factors that aect consumer behavior and
looking into the impact of each of these factors on customers’ behavior. Accordingly,
marketers will be able to oer a product that is more consistent with the needs and
preferences of consumers (Kotler & Keller, 2012). In general, various parameters
influence customers’ tendency to purchase a product or commodity. Online CPB,
Para continuar leyendo
Solicita tu prueba