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espanolLa conducta de compra de las personas puede ser influenciada por valores humanos especificos y creencias individuales, entre otros factores. El proposito de la investigacion fue identificar la influencia directa e indirecta de los valores humanos sobre la aceptacion del queso Chapingo. Se aplico una encuesta a una muestra (n=187) de la poblacion estudiantil agroindustrial. Se obtuvo el coeficiente de correlacion (R1) de una regresion multiple de factores seleccionados de un analisis factorial de atributos tangibles y la aceptacion; se calculo el R2 de la regresion de la aceptacion y los factores seleccionados de los valores humanos, junto con residuales de atributos tangibles. Los factores de los valores y la aceptabilidad proporcionaron el R3. Adicionalmente se midieron intenciones de compra (afectivas y simbolicas). La influencia directa de los valores en la aceptacion del queso se obtuvo restando R2 de R1 (cambio en R), y la indirecta resulto de la diferencia entre cambio en R y el coeficiente R3. La influencia directa no resulto significativa, demostrando que en la aceptacion del queso los valores fluyeron a traves de la importancia de los atributos tangibles. De los significados de compra mas importantes, dos fueron afectivos y uno simbolico. EnglishThe purchasing behavior of people can be influenced by specific human values and individual beliefs, among other factors. The purpose of the study was to identify the direct and indirect influence of human values on the acceptance of Chapingo cheese. A survey was applied on a sample (n=187) of the agro-industrial student population. The correlation coefficient (R1) of a multiple regression of factors selected from a factorial analysis of tangible attributes and acceptance was obtained; the R2 of the regression of acceptance and the factors selected from the human values was calculated, together with residuals of tangible attributes. The factors of the values and the acceptability provided the R3. Additionally, the purchasing intentions were measured (affective and symbolic). The direct influence of the values in the acceptance of the cheese was obtained by subtracting R2 from R1 (change in R), and the indirect one resulted from the difference between change in R and the coefficient R3. The direct influence was not significant, proving that in the acceptance of cheese the values flowed through the importance of the tangible attributes. From the most important meanings of purchase, two were affective and one was symbolic.

Influencia de valores humanos en la aceptación del queso Chapingo y sus significados intangibles de compra