Adoção de produtos e serviços tecnológicos por diferentes perfis de consumidores:: uma análise por meio da escala Technology A doption Propensity

• Rafael Bittencourt ^[1] ; Stefânia Ordovás de Almeida ^[1] ; Clécio Falcão Araujo ^[2]
  1. [1] PUC-RS, Escola de Negócios (Brasil)
  2. [2] Faculdade SENAC-RS, Escola de Negócios (Brasil)
• Localización: RBGN: Revista Brasileira de Gestão de Negócios, ISSN 1806-4892, Vol. 21, Nº. 1, 2019, págs. 86-102
• Idioma: portugués
• DOI: 10.7819/rbgn.v0i0.3955
• Títulos paralelos:
  • Adoption of Technological Products and Services for Different Consumer Profiles: An analysis using the Technology Adoption Propensity Scale
• Enlaces
  • Texto completo (pdf)
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• Resumen
  • English

    Purpose – To evaluate how different consumer profiles react to the adoption of new technologies through the replication and validation of the TAP scale in Brazil.

    Design/methodology/approach – We designed a descriptive study of a quantitative nature applied through a survey. Exploratory and confirmatory factorial analysis procedures were performed in order to validate the scale. We used t tests to check for statistical differences between consumer profiles.

    Findings – The TAP scale proved to be a valid and reliable instrument to measure technology adoption propensity among Brazilian consumers. In this group, those in a higher domain of computational innovation showed greater proficiency in the technology adoption process. In a comparison of the data from our study with those of the original one in the USA, Brazilians presented a higher propensity for technology adoption.

    Originality/value – The study provided advancements in three ways: 1) validating the TAP scale for Brazilian usage; 2) bringing insights to research on innovation in specific domains; 3) contributing to the studies about potential differences between developed and emergent countries related to new technology adoption and late acceptance of innovation.

  • português

    Objetivo – Avaliar como diferentes perfis de consumidores reagem à adoção de produtos e serviços tecnológicos por meio da replicação e validação da escala TAP no Brasil.

    Metodologia – Foi realizado um estudo de caráter descritivo e natureza quantitativa por meio de uma survey. Procedimentos de análise fatorial exploratória e confirmatória foram aplicados para validação da escala.

    Testes t permitiram verificar diferenças entre os perfis de consumidores analisados.

    Resultados – A escala TAP é um instrumento confiável e válido para a mensuração da propensão a adoção de tecnologia dos consumidores brasileiros. Neste grupo, aqueles com maior domínio específico em inovação computacional apresentaram maior proficiência no processo de adoção tecnológica. Quando comparados os dados deste estudo com o estudo original norte-americano, os brasileiros apresentam uma maior propensão à adoção de tecnologias.

    Contribuições – O estudo provê avanços de três maneiras: 1) validando a escala TAP para o uso no Brasil; 2) trazendo insights para pesquisas sobre inovação em domínio específico; 3) contribuindo em estudos sobre potenciais diferenças entre países desenvolvidos e emergentes no que tange à adoção de novas tecnologias e aceitação tardia de inovação.

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