Resumo:
Esse estudo tem como objetivo analisar a percepção dos estudantes
universitários quanto à adoção de uma inovação tecnológica, o livro
eletrônico. O estudo compreendeu uma pesquisa descritiva do tipo survey.
A pesquisa de campo foi realizada junto a 330 consumidores que
informaram já terem utilizado livro eletrônico. Os dados coletados foram
submetidos a testes estatísticos por meio da técnica de modelagem em
equações estruturais, no intuito de testar o modelo proposto.
Ressalte-se o ineditismo do modelo proposto, pois nesse estudo foi feita
uma avaliação da relação dos fatores determinantes que levam à adoção
de tecnologia sob a perspectiva de estudantes universitários. Os
resultados apontam que os principais fatores que levam a adoção de
livros eletrônicos foram a vantagem relativa e a facilidade do uso,
levando a inferir que sua adoção é facilitada pelos inúmeros meios de
distribuição presentes na atualidade e pelo aumento de desempenho e
produtividade atribuída após sua adoção. Finalmente, sugere-se a
realização de novos estudos e se indica a quem interessam os resultados
obtidos.
Resumo Inglês:
This study aims to analyze the perception of undergraduate students in relation to the adoption of a technology innovation, the e-book. A quantitative descriptive research was conducted. The field research was carried out with 330 consumers who pointed out their use of e-books. The collected data were analyzed by statistical tests, including structural equation modeling given by statistical tests and models based on previous studies. This study presents an original model because it evaluates for the first time under the students’ perspective the determinants the lead them to whether or not to adopt e-books as an innovation technology. The outcomes of the proposed model concluded that the main factors that impact its adoption are relative advantage and use facility, leading to infer by the vast distribution means and its performance and productivity after adoption. New studies are suggested in this field as well as it is targeted to those who show interested in the results obtained.
Citação ABNT:
MOTA, M. O.; GOMES, D. M. O. A. Uma análise do comportamento do consumidor na adoção de inovação tecnológica: uma perspectiva brasileira dos livros eletrônicos. Revista de Negócios, v. 18, n. 4, p. 3-16, 2013.
Citação APA:
Mota, M. O., & Gomes, D. M. O. A. (2013). Uma análise do comportamento do consumidor na adoção de inovação tecnológica: uma perspectiva brasileira dos livros eletrônicos. Revista de Negócios, 18(4), 3-16.
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