Effects of Covid-19 on the purchasing behavior of Generation Z, a study in Ecuador, Mexico and Colombia

Ortega-Vivanco, Mayra; Fischer, Laura; Peñalosa, Mónica Eugenia; Gómez, Emigdio Larios

doi:10.23919/cisti52073.2021.9476477

Cited by 2 publications

(1 citation statement)

References 14 publications

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“…Regarding the consumption of products and services by this generation, there are international studies in Latin America, such as the one by Ortega- Vivanco et al (2021), which analyzes the effects of the COVID-19 pandemic on the buying behavior of these young people in Ecuador, Mexico, and Colombia. The authors assure that this generation "the delivery to the home and the virtual store during the crisis have reversed the flow of purchase and consumption of experiences, goods, and services" (p. 6), increasing significantly.…”

Section: Centennials Profile In Latin Americamentioning

confidence: 99%

Generation Z in Chile, Colombia, México, and Panama: Interests and new digital consumption habits. Their use of Instagram and TikTok

Estrella

Samacá-Salamanca

Rivero

et al. 2023

EPI

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In a reality that combines the virtual with the physical and in a context of information saturation, there are consumers who are more critical, demanding, and less loyal. In this context, it is timely to know the new habits of the Centennials, so as to understand their behaviors and consumption trends, aligning future communication strategies to their personality and interests. The Centennials or Generation Z are digital natives, concerned with technology, and complex to understand (Alonso-López; Terol-Bolinches, 2020). Generation Z –analyzed in this study– is composed of those born between 2000 and 2008, which corresponds to the youth currently between 14 and 22 years old (Vilanova; Ortega, 2017; Hernández; Andrade-del-Cid, 2020). The main objective of this research is to determine the patterns of consumption and online behavior exhibited by this generation in Mexico, Colombia, Chile, and Panama, with a focus on the characteristics of communication processes, online consumption patterns, and the cultural traits they possess. To achieve this, a mixed method is proposed consisting of a Twitter conversation analysis, survey application (n=550), in-depth interviews (n=36), and focus groups (n=2); all of which have been applied in the four selected countries. The main conclusions are that the preferred content of Centennials is humor (75%), with Instagram and TikTok being the most used networks. For they, the most important thing is to take care of their image and 40% are not interested in technological topics. Furthermore, cultural characteristics are shared among countries; however, language is the main difference between countries.

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Section: Centennials Profile In Latin Americamentioning

confidence: 99%

Generation Z in Chile, Colombia, México, and Panama: Interests and new digital consumption habits. Their use of Instagram and TikTok

Estrella

Samacá-Salamanca

Rivero

et al. 2023

EPI

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Análisis de las variables que inciden en el aprendizaje de los centennials colombianos

Arango Lozano,

Peñalosa Otero

2024

FACE

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El proceso de aprendizaje es fundamental para todas las generaciones, pero en el caso de los centennials (lageneración nacida aproximadamente entre mediados de los 90 y mediados de los 2010), adquiere característicasdistintivas debido al entorno tecnológico y social en el que han crecido, como por ejemplo, la digitalización y laadaptación tecnológica, las habilidades desarrolladas en el siglo XXI como la creatividad y la capacidad de resoluciónde problemas, los cambios acelerados en el mercado laboral debido a la automatización y a la globalización, laconciencia social y cultural y el empoderamiento personal, entre otras. Es por ello por lo que se hace necesarioentender a una generación de jóvenes colombianos que están cursando los últimos años de la educación secundaria,así como los que se encuentran en los primeros semestres de educación superior, quienes aprenden y estudian deuna manera diferente y en un futuro corto deben tomar decisiones para su futuro. Por lo anterior, el proceso deaprendizaje hoy es esencial para los centennials, ya que les permite adaptarse a un mundo en constante cambio,desarrollar habilidades relevantes para el siglo XXI, comprender mejor las cuestiones sociales y culturales, yempoderarse personalmente para alcanzar sus metas y contribuir a la sociedad. De acuerdo con esto, el objetivo deeste trabajo es poder analizar algunas de las variables identificadas que inciden en el aprendizaje de los centennialscolombianos.

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Effects of Covid-19 on the purchasing behavior of Generation Z, a study in Ecuador, Mexico and Colombia

Cited by 2 publications

References 14 publications

Generation Z in Chile, Colombia, México, and Panama: Interests and new digital consumption habits. Their use of Instagram and TikTok

Generation Z in Chile, Colombia, México, and Panama: Interests and new digital consumption habits. Their use of Instagram and TikTok

Análisis de las variables que inciden en el aprendizaje de los centennials colombianos

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