Citas bibligráficas
Martinez, C., Pereda, M. (2024). Influencia del uso de las plataformas digitales en el comportamiento del consumidor del mercado de música k-pop entre las generaciones Z y Millenial de Lima Metropolitana en un contexto post COVID [Universidad de Lima]. https://hdl.handle.net/20.500.12724/20654
Martinez, C., Pereda, M. Influencia del uso de las plataformas digitales en el comportamiento del consumidor del mercado de música k-pop entre las generaciones Z y Millenial de Lima Metropolitana en un contexto post COVID []. PE: Universidad de Lima; 2024. https://hdl.handle.net/20.500.12724/20654
@misc{renati/1442027,
title = "Influencia del uso de las plataformas digitales en el comportamiento del consumidor del mercado de música k-pop entre las generaciones Z y Millenial de Lima Metropolitana en un contexto post COVID",
author = "Pereda Figueroa, Maria Eduarda",
publisher = "Universidad de Lima",
year = "2024"
}
The Covid-19 pandemic brought with it the acceleration of the digitalization of many companies and the K-Pop music market was no an exception as these businesses found themselves in the need to strengthen and/or adapt to digital channels. That is why, with the following work we seek to investigate the influence and relationship between digital platforms and the behavior of consumers of generations Z and Millennial in Metropolitan Lima of this market in a post Covid context. For this purpose, a qualitative approach methodology was used, with a correlational scope, applied and non-experimental design. For this purpose, the results of the Likert scales used in the surveys made it possible to evaluate these variables and their respective dimensions were analyzed. The relationship between the variables and dimensions was identified with scatter plots, and the levels of influence with linear regression tests. Among the main results obtained, it was concluded that digital platforms influence and are related, but not significantly with consumer behavior, but within each of these variables there are dimensions with a different degree of influence and relationship between them. Dimensions such as consumer environment and customer experience influence and relate to a lesser proportion to modalities of use and consumer purchase decision, respectively. The dimensions that have a significant and direct level of influence and relationship are the modalities of use of digital platforms with the customer experience, and the consumer environment with the purchase decision.
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