Resumen

CEJA ROMAY, Sandra Natalia et al. Analysis of consumer behavior of generation Z in a post-COVID-19 educational context. Comuni@cción [online]. 2023, vol.14, n.3, pp.205-219.  Epub 28-Sep-2023. ISSN 2219-7168.  http://dx.doi.org/10.33595/2226-1478.14.3.858.

The proposed study corresponds to a descriptive, empirical and analytical type of research, it is cross-sectional with a single cut in time, corresponding to the August-December 2022 semester. The objective is to analyze the determinants of post-COVID purchasing behavior. 19 from the gender perspective in the students of the Tecnológico Nacional de México Campus Coatzacoalcos, Veracruz in Mexico. To carry out the analysis with the data obtained, there was a population of 4393 students and for this a non-probabilistic convenience sample of 1196 participants was determined. A measurement instrument on post-COVID-19 consumer behavior was applied, which is made up of five dimensions to be measured: Purchasing behavior, social factors, psychological factors, cultural factors and personal factors, with 28 items. The main results indicate, on the one hand, that there are no differences in the purchasing behavior of students with respect to gender, and on the other, according to Spearman's correlation, the semester variable has a direct relationship with the dimension of purchasing behavior and the age variable with the dimension of personal factors in times of the COVID-19 post-pandemic.

Palabras clave : Purchasing behavior; COVID-19; educational context and consumers.

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