Aceitação e adoção de produtos com novas tecnologias: o gênero como fator moderador Outros Idiomas

ID:
4028
Resumo:
A adoção de produtos com inovações é um desafio para as organizações e para os profissionais de marketing. Com o objetivo de verificar a influência do gênero no processo de aceitação e uso de produtos com inovações tecnológicas, foi realizada uma pesquisa com 212 universitários. O modelo utilizado foi uma mescla do Modelo de Aceitação Tecnológica e a Teoria da Ação Racional, composto de cinco construtos antecedentes (expressão, diversão, utilidade, facilidade e pressão normativa) e dois consequentes (atitude de uso e intenção de compra). Os dados foram submetidos à análise fatorial exploratória (KMO = 0,863; alphas variaram de 0,722 a 0,838) e análise fatorial confirmatória (RMSE = 0,058, ?²/gl = 1,66, NFI = 0,817 e NNFI = 0,903), ambas com resultados satisfatórios. Foram realizadas comparações entre os modelos estruturais para os dois gêneros, os resultados demonstraram que: atitudes influenciam mais a intenção de uso nos homens; a expressão influencia mais a intenção nas mulheres; a relação entre a diversão e a intenção foi mais forte entre as mulheres; a utilidade não influenciou a intenção; a relação entre facilidade e intenção foi mais forte nas mulheres; as pressões normativas não afetam na intenção. Dessa forma, os resultados indicam que entre as mulheres as estratégias de inovação deveriam centrar-se em aspectos como facilidade de uso e divertimento proporcionado pelo produto. Entretanto, os resultados não demonstraram nenhuma relação significativa feita pelos homens, o que remete à necessidade de novos estudos.
Citação ABNT:
GROHMANN, M. Z.; BATTISTELLA, L. F.; COSTA, V. F.; VELTER, A. Aceitação e adoção de produtos com novas tecnologias: o gênero como fator moderador. Revista de Administração e Inovação, v. 7, n. 4, art. 2, p. 137-161, 2010.
Citação APA:
Grohmann, M. Z., Battistella, L. F., Costa, V. F., & Velter, A. (2010). Aceitação e adoção de produtos com novas tecnologias: o gênero como fator moderador. Revista de Administração e Inovação, 7(4), 137-161.
DOI:
10.5773/rai.v7i4.532
Link Permanente:
http://www.spell.org.br/documentos/ver/4028/aceitacao-e-adocao-de-produtos-com-novas-tecnologias--o-genero-como-fator-moderador/i/pt-br
Tipo de documento:
Artigo
Idioma:
Português
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