Descifrando las dinámicas culturales de América del Sur: análisis de la escala de valores culturales
DOI:
https://doi.org/10.5585/2025.25672Palavras-chave:
estudos transculturais, valores culturais, comportamento do consumidor, estudos Latino-AmericanosResumo
Objetivo: Este estudio busca analizar las diferencias culturales entre Brasil, Colombia y Ecuador mediante a partir de la validación de la Escala de Valores Culturales (CVSCALE) en Sudamérica por medio del análisis jerárquico de clústeres (HCPC).
Enfoque teórico/Método: Se empleó una metodología multietapa que combina revisión de literatura, adaptación de escala y procesos de validación, asegurando equivalencia lingüística y social. Se realizaron análisis factoriales exploratorios y confirmatorios en muestras de los tres países. Además, se aplicó HCPC para identificar perfiles culturales entre regiones, utilizando el criterio de Ward y algoritmos K-means.
Resultados: El análisis HCPC reveló tres clústeres culturales: Brasil mostró alta evitación de la incertidumbre y distancia al poder; Colombia reveló orientación a largo plazo y distancia al poder con valores femeninos y; Ecuador expuso altas puntuaciones en masculinidad y orientación a largo plazo. Estos hallazgos, confirman la adecuación de CVSCALE para estudios interculturales en Sudamérica.
Contribuciones teóricas: Este estudio amplía la comprensión de las dimensiones culturales en Sudamérica al validar la aplicabilidad de CVSCALE y corrobora el uso de las técnicas HCPC en los procesos de agrupación de observaciones, al identificar perfiles culturales (segmentos) específicos. Se establece evidencia empírica de características culturales regionales, a la vez que se comprueba la invarianza de la escala de medición entre países.
Relevancia/Originalidad: Este trabajo presenta la primera herramienta de medición cultural validada específicamente adaptada para contextos sudamericanos, ofreciendo un instrumento confiable para la investigación intercultural en la región. La integración del análisis HCPC proporciona un enfoque metodológico novedoso para identificar y comparar patrones culturales entre países.
Implicaciones gerenciales: La escala validada y los perfiles culturales identificados proporcionan a los profesionales una herramienta confiable para desarrollar estrategias e intervenciones culturalmente adaptadas en los mercados sudamericanos, la cual permite aplicaciones en diversos ámbitos, tanto sociales como comerciales, al identificar segmentos psicográficos que pueden ser relacionados con el comportamiento en cada país.
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