<?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>2007-7459</journal-id>
<journal-title><![CDATA[Horizonte sanitario]]></journal-title>
<abbrev-journal-title><![CDATA[Horiz. sanitario]]></abbrev-journal-title>
<issn>2007-7459</issn>
<publisher>
<publisher-name><![CDATA[Universidad Juárez Autónoma de Tabasco, División Académica de Ciencias de la Salud]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2007-74592021000100105</article-id>
<article-id pub-id-type="doi">10.19136/hs.a20n1.3967</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Comportamiento de compra ante el Covid-19: Estudio transversal latinoamericano desde un enfoque del marketing sanitario]]></article-title>
<article-title xml:lang="en"><![CDATA[Buying behavior in the time of Covid-19: Latin-American cross-sectional study from a healthcare marketing approach]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Larios-Gómez]]></surname>
<given-names><![CDATA[Emigdio]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Benemérita Universidad Autónoma de Puebla  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>04</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>04</month>
<year>2021</year>
</pub-date>
<volume>20</volume>
<numero>1</numero>
<fpage>105</fpage>
<lpage>120</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2007-74592021000100105&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2007-74592021000100105&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2007-74592021000100105&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen  Objetivo:  Explorar los factores clave en los cambios de consumo en hombres y mujeres, en México, Ecuador y Colombia, por la situación de aislamiento causado por el COVID 19.  Materiales y métodos:  El modelo propuesto basado en Modelos Estructurales (SEM) se prueba a partir de una investigación cuantitativa, con una muestra de 2,065 consumidores en línea. Se realizaron los siguientes análisis estadísticos: CFA, invariancia de instrumentos de medición y análisis multigrupo con el software Smart Pls 3 y EQS 6.3.  Resultados:  El estudio revela que el tiempo, espacio y lugar en el proceso de consumo, es más visible en el comportamiento de compra con el distanciamiento social, la sana distancia y la restricción comercial provocada por la contingencia sanitaria. Además de ser una crisis sanitaria -y humanitaria-, la pandemia presenta graves consecuencias económicas en todo el mundo como desempleo, sistemas de salud colapsados, educación sobrepasada por tecnología, suministros interrumpidos, turismo internacional y doméstico suspendido, convivencia social coartada y una demanda decreciente en el consumo.  Conclusiones:  A pesar de ser países latinoamericanos, se hallaron diferencias en la prioridad de consumo y que ser hombre o mujer, en tiempos de crisis no cambian significativamente los comportamientos de compra y todos se han adaptado a compras en línea y a domicilio. El artículo presenta varias consideraciones sobre los elementos principales de los factores de consumo en tiempos de Covid-19, en un país individualista (Mx) y no encuentra diferencias sustanciales con los consumidores en un país colectivista (Co y Ec). Se hacen implicaciones prácticas para que las empresas adopten canales en línea y puedan crear estrategias de venta ante la pandemia endémica que se vive.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract  Objective:  To explore the key factors in the changes in consumption in men and women, in Mexico, Ecuador and Colombia, due to the situation of isolation caused by COVID 19.  Materials and methods:  The proposed model based on Structural Models (SEM) is tested from quantitative research with a sample of 2,065 online consumers. The following statistical analyzes were performed: CFA, invariance of measurement instruments and multigroup analysis with Smart Pls 3 and EQS 6.3 software.  Results:  The study reveals that the time, space and place in the consumption process is more visible in the buying behavior with social distancing, healthy distance and commercial restriction caused by the health contingency. In addition to being a health -and humanitarian- crisis, the pandemic has serious economic consequences around the world such as unemployment, collapsed health systems, education overwhelmed by technology, interrupted supplies, suspended international and domestic tourism, restricted social coexistence and declining demand. in consumption.  Conclusions:  Despite being Latin American countries, differences were found in the priority of consumption and that being a man or a woman, in times of crisis, shopping behaviors do not change significantly and all have adapted to online and home purchases. The article presents several considerations on the main factors of consumption in times of Covid-19 in an individualistic country (Mx) and does not find substantial differences with consumers in a collectivist country (Co and Ec). Practical implications are made for companies to adopt online channels and create sales strategies in the face of the endemic pandemic that is being experienced.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Conducta]]></kwd>
<kwd lng="es"><![CDATA[Servicios de Salud]]></kwd>
<kwd lng="es"><![CDATA[Comercialización de los Servicios de Salud]]></kwd>
<kwd lng="es"><![CDATA[Covid-19]]></kwd>
<kwd lng="en"><![CDATA[Behavior]]></kwd>
<kwd lng="en"><![CDATA[Health Services]]></kwd>
<kwd lng="en"><![CDATA[Marketing of Health Services]]></kwd>
<kwd lng="en"><![CDATA[Covid-19]]></kwd>
</kwd-group>
</article-meta>
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