Comportamiento de Compra Impulsiva e Influencia de las Emociones en Redes Sociales en los Jóvenes Universitarios

Juan Pablo Tapia Tovar; Jhonatan Camilo Vallejos Getial

doi:10.70625/rmis/910

Authors

Juan Pablo Tapia Tovar Universidad Técnica del Norte Author
Jhonatan Camilo Vallejos Getial Universidad Técnica del Norte Author

DOI:

https://doi.org/10.70625/rmis/910

Keywords:

Compra Impulsiva, Emociones, Redes Sociales, Videos Cortos, Estudiantes Universitarios

Abstract

El auge de las plataformas de video de formato corto y sus algoritmos de recomendación ha reconfigurado los patrones de consumo digital, operando como potentes impulsores de estados afectivos que inducen decisiones de compra no planificadas. Esta investigación determinó la incidencia de los estados emocionales derivados del consumo de micro-videos sobre las conductas de compra impulsiva en jóvenes estudiantes de las carreras de Contabilidad y Economía de la Universidad Técnica del Norte. Mediante un enfoque cuantitativo, no experimental y de corte transversal, se administró una encuesta estructurada a una muestra probabilística estratificada de doscientos veinte estudiantes universitarios pertenecientes a la Generación Z. Los resultados descriptivos demostraron que los estados emocionales transitorios constituyen el motor principal para interactuar con los contenidos digitales, traduciéndose de manera directa en un gasto impulsivo donde predomina la desatención a las consecuencias financieras y la búsqueda de gratificación instantánea. Asimismo, la escala aplicada evidenció una robusta fiabilidad psicométrica. Finalmente, debido a la ausencia de normalidad teórica en el comportamiento del gasto no planificado, se aplicó la prueba no paramétrica del Coeficiente de Correlación de Spearman, validando estadísticamente la influencia significativa del formato de video corto en las decisiones financieras de la población estudiantil.

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