Percepción de valor en los consumidores de servicios de segunda lengua en Bogotá: Un análisis para inglés y japonés
Cargando...
Archivos
Autores
Marin Benjumea, Danny Alexander
Director
Tipo de contenido
Document language:
Español
Fecha
Título de la revista
ISSN de la revista
Título del volumen
Documentos PDF
Resumen
Este trabajo busca contribuir al desarrollo de estrategias basadas en valor para consumidores de segunda lengua, a través del estudio de las relaciones existentes entre el valor percibido intrínseco y extrínseco, y las motivaciones intrínsecas y extrínsecas que se presentan en este tipo de consumidores. A su vez, se plantean dos variables como moderadoras de la relación, que son beneficios percibidos y sacrificios afrontados. Se desarrolla un modelo que relaciona estas seis variables, se formulan doce hipótesis correlacionales, y se construye un instrumento a partir de escalas verificadas para luego ser aplicado a una muestra de 416 estudiantes de idioma inglés y japonés en Bogotá. Los datos obtenidos son analizados por medio de un modelo de ecuaciones estructurales. Se concluye que las motivaciones intrínsecas son las más relevantes y permiten a los estudiantes percibir un mayor valor. Finalmente, se presentan las implicaciones, limitaciones y posibles investigaciones futuras.
Abstract. This paper seeks to contribute to the development of value-based strategies for second language customers, through the study of relations among intrinsic and extrinsic perceived value and intrinsic and extrinsic motivations. At the same time, there are two variables as moderators of the relationship, which are perceived benefits and faced sacrifices. A model that relates these six variables is developed, twelve correlative hypotheses are formulated, and is built an instrument from verified scales to be applied to a sample of 416 students of English and Japanese in Bogota. The data obtained are analyzed by means of a structural equation model. It is concluded that intrinsic motivations are the most relevant and allow students to perceive greater value. Finally, implications, limitations and possible future research are presented.
Abstract. This paper seeks to contribute to the development of value-based strategies for second language customers, through the study of relations among intrinsic and extrinsic perceived value and intrinsic and extrinsic motivations. At the same time, there are two variables as moderators of the relationship, which are perceived benefits and faced sacrifices. A model that relates these six variables is developed, twelve correlative hypotheses are formulated, and is built an instrument from verified scales to be applied to a sample of 416 students of English and Japanese in Bogota. The data obtained are analyzed by means of a structural equation model. It is concluded that intrinsic motivations are the most relevant and allow students to perceive greater value. Finally, implications, limitations and possible future research are presented.