<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1692-0279</journal-id>
<journal-title><![CDATA[AD-minister]]></journal-title>
<abbrev-journal-title><![CDATA[AD-minister]]></abbrev-journal-title>
<issn>1692-0279</issn>
<publisher>
<publisher-name><![CDATA[Escuela de Administración  de la Universidad EAFIT]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1692-02792021000200025</article-id>
<article-id pub-id-type="doi">10.17230/ad-minister.39.2</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[HOW GENDER AND AGE CAN AFFECT CONSUMER PURCHASE BEHAVIOR? EVIDENCE FROM A MICROECONOMIC PERSPECTIVE FROM HUNGARY]]></article-title>
<article-title xml:lang="es"><![CDATA[¿CÓMO EL GÉNERO Y LA EDAD PUEDEN AFECTAR EL COMPORTAMIENTO DE COMPRA DEL CONSUMIDOR? EVIDENCIA DESDE UNA PERSPECTIVA MICROECONÓMICA DE HUNGRÍA]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[FEKETE-FARKAS]]></surname>
<given-names><![CDATA[MARIA]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[GHOLAMPOUR]]></surname>
<given-names><![CDATA[ABBAS]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[BOUZARI]]></surname>
<given-names><![CDATA[PARISA]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[JARGHOOIYAN]]></surname>
<given-names><![CDATA[HADI]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[EBRAHIMI]]></surname>
<given-names><![CDATA[PEJMAN]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Hungarian University of Agriculture and Life Sciences Institute of Economic Sciences ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Hungary</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,The Innovation and Entrepreneurship Research Lab  ]]></institution>
<addr-line><![CDATA[London ]]></addr-line>
<country>United Kingdom</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Hungarian University of Agriculture and Life Sciences Faculty of Economics and Social Sciences Department of Supply Chain Management]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Hungary</country>
</aff>
<aff id="Af4">
<institution><![CDATA[,University of Tehran Faculty of entrepreneurship ]]></institution>
<addr-line><![CDATA[Tehran ]]></addr-line>
<country>Iran</country>
</aff>
<aff id="Af5">
<institution><![CDATA[,Hungarian University of Agriculture and Life Sciences Doctoral School of Economic and Regional Sciences ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Hungary</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2021</year>
</pub-date>
<numero>39</numero>
<fpage>25</fpage>
<lpage>46</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S1692-02792021000200025&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S1692-02792021000200025&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S1692-02792021000200025&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT The present study aimed to investigate the effect of demographic variables of gender and age on online consumer purchase behavior (CPB) on Facebook in Hungary. The statistical population of the present study consists of Facebook users in Hungary, including Hungarian natives, foreigners residing in this country including students. A sample of 433 online consumers in different age groups was surveyed. The questionnaire was shared via an online link on the Facebook platform and also on various channels. Welch&#8217;s t-test was used to examine the gender variable, and Welch and Brown-Forsythe test was used to examine the age variable. The results showed that there was a significant difference between CPB in all age groups and the age group of over 50 years on Facebook. This important result emphasized the importance and impact of social networks as marketing channels on young people. Another important point was the difference between the purchase behaviors of male and female consumers. The results from this research can have implications for businesses in developing their competitive advantages and adopting proper approaches in advertising and marketing campaigns based on the socio-demographic characteristics of people. JEL: I21, I23, M1]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN El presente estudio tuvo como objetivo investigar el efecto de las variables demográficas de género y edad en el comportamiento de compra del consumidor on-line (CPB, por sus siglas en inglés) en Facebook en Hungría. La población estadística del presente estudio consiste en usuarios de Facebook en Hungría, incluidos los nativos húngaros y los extranjeros que residen en este país, incluidos los estudiantes. Se encuestó a una muestra de 433 consumidores en línea en diferentes grupos de edad. El cuestionario se compartió a través de un enlace en línea en la plataforma de Facebook y también en varios canales. Se utilizó la prueba t de Welch para examinar la variable de género, y la prueba de Welch y Brown-Forsythe, para examinar la variable de edad. Los resultados mostraron que hubo una diferencia significativa entre el CPB en todos los grupos de edad y el grupo de más de 50 años en Facebook. Este importante resultado enfatizó la importancia y el impacto de las redes sociales como canales de comercialización en los jóvenes. Otro punto importante fue la diferencia entre los comportamientos de compra de los consumidores masculinos y femeninos. Los resultados de esta investigación pueden tener implicaciones para que las empresas desarrollen sus ventajas competitivas y adopten enfoques adecuados en las campañas de publicidad y marketing en función de las características sociodemográficas de las personas. JEL: I21, I23, M1]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Consumer purchase behavior]]></kwd>
<kwd lng="en"><![CDATA[Gender]]></kwd>
<kwd lng="en"><![CDATA[Age]]></kwd>
<kwd lng="en"><![CDATA[Facebook]]></kwd>
<kwd lng="en"><![CDATA[Social networks marketing]]></kwd>
<kwd lng="es"><![CDATA[Comportamiento de compra del consumidor]]></kwd>
<kwd lng="es"><![CDATA[Género]]></kwd>
<kwd lng="es"><![CDATA[Edad]]></kwd>
<kwd lng="es"><![CDATA[Facebook]]></kwd>
<kwd lng="es"><![CDATA[Marketing en redes sociales]]></kwd>
</kwd-group>
</article-meta>
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