O impacto da confiança na marca e do Technology Readiness Index (Tri 2.0) na disposição de uso de carros autônomos

Detalhes bibliográficos
Autor(a) principal: Pinto Filho, José Carlos Rodrigues
Data de Publicação: 2018
Tipo de documento: Dissertação
Idioma: por
Título da fonte: Biblioteca Digital de Teses e Dissertações da ESPM
Texto Completo: http://tede2.espm.br/handle/tede/418
Resumo: The arrival of autonomous vehicles (AVs) at the world automotive market will result in considerable changes in a century-old industry. The transfer of tasks and responsibilities to the machine, however, brings a number of open questions, ranging from the impact on the labor market to the quest for lesser evil in unavoidable accidents; this set of factors could be decisive in the acceptance and adoption of such technology that places traditional automakers - such as Ford, GM and Volvo, among others - in competition with Information Technology companies such as Google, Apple and Uber. Reviewing the main models of innovation adoption and diffusion, none of them considers brand trust as a potential influencer of positive or negative attitudes in adopting new technologies. Thus, through a quantitative approach and research survey method with potential consumers, this project sought to analyze whether brand trust (using Gurviez and Korchia's multidimensional confidence model, 2003) influences the Technology Readiness Index (TRI) (Parasuraman Colby, 2001), in its updated version (TRI 2.0, by Parasuraman and Colby, 2015), in the provision of use of AVs in a generic approach and applied to 11 selected brands. After validating the scales for internal consistency, the results, based on 213 respondents (n=213), indicated that there is a strong correlation between the TRI and the overall AV willingness to use (p=0,000), as well as between brand confidence and willingness to use AVs of this same brand. When confronted through multiple linear regression, brand trust plays a more relevant role than TRI in AV’s willingness-to-use for the 11 brands tested (while TRI was significant only for the brand Tesla). Comparing information technology companies (ITCs) and automobile manufacturers, while the first presents a higher level of average confidence (Apple having the highest index, followed by Google and Toyota), the predilection in AV’s willingness-to-use falls on traditional automakers (with Tesla having the best index, followed by Toyota and, then, Apple).
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spelling Rossi, George BedinelliPonchio, Mateus CanniattiRocha, Thelma ValeriaFreire, Otávio Bandeira de Lamônica26761964806http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4221535E6&tokenCaptchar=03AGdBq25IQ0-JNNTTdktYITcv5EwscxFVwFrLTmZMTHOXfHco6C9Ny_wTcN5Qx5GRwiW-6s_eJayPA0NzZdd3yL72ef6eL1Muf8LpTrr7BJKfqEzFefw7w68O_5Paab8nJM8kC4wkkQZlUAqVQY5wk5ZUNUx97JDqvpPXOLQz1IQEZ6n6vo49uoGCfbKLbcKJxcmxgTQpRujaUNLpNBfPR6VMx4u5jf3p2KKqvLgVqHQLbR5leNrsjYMrsfYomykVKJLtFbLGZCKlcTx3A-j8J63LuxX3xX2YSZoRwCc9spzxRY2YdDelg99U0nBKnv1fU_O97w1zRV_Rvx9rNmACQm0RrZGnGXpalF0QLotWJRYaz36OYD0wpmyJ8IKuthNtOmphN53NDyZAgGD1gtyuUYx17liy2tmuDH5N27fAMFp9p9IsUM102R_T_kxRie556pRf1cSl1tSmAJ7wXhm2QtWTH0YBjxqWDQPinto Filho, José Carlos Rodrigues2020-09-25T10:39:22Z2018-12-12Pinto Filho, José Carlos Rodrigues. O impacto da confiança na marca e do Technology Readiness Index (Tri 2.0) na disposição de uso de carros autônomos. 2018. [124 f.]. Dissertação ( Programa de Mestrado Profissional em Comportamento do Consumidor) - Escola Superior de Propaganda e Marketing, [São Paulo] .http://tede2.espm.br/handle/tede/418The arrival of autonomous vehicles (AVs) at the world automotive market will result in considerable changes in a century-old industry. The transfer of tasks and responsibilities to the machine, however, brings a number of open questions, ranging from the impact on the labor market to the quest for lesser evil in unavoidable accidents; this set of factors could be decisive in the acceptance and adoption of such technology that places traditional automakers - such as Ford, GM and Volvo, among others - in competition with Information Technology companies such as Google, Apple and Uber. Reviewing the main models of innovation adoption and diffusion, none of them considers brand trust as a potential influencer of positive or negative attitudes in adopting new technologies. Thus, through a quantitative approach and research survey method with potential consumers, this project sought to analyze whether brand trust (using Gurviez and Korchia's multidimensional confidence model, 2003) influences the Technology Readiness Index (TRI) (Parasuraman Colby, 2001), in its updated version (TRI 2.0, by Parasuraman and Colby, 2015), in the provision of use of AVs in a generic approach and applied to 11 selected brands. After validating the scales for internal consistency, the results, based on 213 respondents (n=213), indicated that there is a strong correlation between the TRI and the overall AV willingness to use (p=0,000), as well as between brand confidence and willingness to use AVs of this same brand. When confronted through multiple linear regression, brand trust plays a more relevant role than TRI in AV’s willingness-to-use for the 11 brands tested (while TRI was significant only for the brand Tesla). Comparing information technology companies (ITCs) and automobile manufacturers, while the first presents a higher level of average confidence (Apple having the highest index, followed by Google and Toyota), the predilection in AV’s willingness-to-use falls on traditional automakers (with Tesla having the best index, followed by Toyota and, then, Apple).A chegada dos carros autônomos (autonomous vehicles – AVs) no mercado mundial resultará em consideráveis mudanças em uma indústria centenária. A transferência de tarefas e responsabilidades para a máquina, contudo, traz diversas questões em aberto, que passam do impacto no mercado de trabalho à busca pelo mal menor em acidentes inevitáveis; este conjunto de fatores poderá ser determinante na aceitação e adoção de tal tecnologia que coloca montadoras de automóveis tradicionais – como Ford, GM e Volvo, entre outras – em concorrência com empresas de Tecnologia da Informação (TICs) – como Google, Apple e Uber. Revisando os principais modelos de adoção e difusão de inovação, nenhum deles considera a confiança na marca como potencial influenciadora de atitudes positivas ou negativas na adoção de novas tecnologias. Assim, por meio de uma abordagem quantitativa e método de pesquisa survey com potenciais consumidores, este projeto buscou analisar se a confiança na marca (utilizando modelo multidimensional de confiança de Gurviez e Korchia, 2003) influencia o Technology Readiness Index (TRI, de Parasuraman e Colby, 2001), em sua versão atualizada (TRI 2.0, de Parasuraman e Colby, 2015), na disposição de uso de AVs de forma genérica e aplicada a 11 marcas selecionadas. Após validação das escalas quanto à consistência interna, os resultados, baseados em 213 respondentes (n=213), indicaram que há forte correlação entre o TRI e a disposição de uso geral de AVs (p = 0,000), bem como entre a confiança na marca e a disposição de uso de AVs desta mesma marca. Quando confrontados através de regressão linear múltipla, a confiança de marca exerce um papel mais relevante do que o TRI na disposição de uso de AVs para as 11 marcas testadas (enquanto o TRI foi significante apenas para a marca Tesla). Quando da comparação entre empresas de tecnologia da informação (TICs) e montadoras de automóveis, enquanto a primeira apresenta maior nível de confiança média (sendo Apple a com maior índice, seguida por Google e Toyota), a predileção na disposição de uso de AVs recai sobre montadoras tradicionais (sendo a Tesla a com melhor índice, seguido por Toyota e, então, Apple).Submitted by Adriana Alves Rodrigues (aalves@espm.br) on 2020-09-24T19:14:36Z No. of bitstreams: 1 José Carlos Rodrigues Pinto Filho.pdf: 4878558 bytes, checksum: 18bfc65ffa2f32f5994355e1ce7224d3 (MD5)Approved for entry into archive by Adriana Alves Rodrigues (aalves@espm.br) on 2020-09-24T19:15:45Z (GMT) No. of bitstreams: 1 José Carlos Rodrigues Pinto Filho.pdf: 4878558 bytes, checksum: 18bfc65ffa2f32f5994355e1ce7224d3 (MD5)Approved for entry into archive by Ana Cristina Ropero (ana@espm.br) on 2020-09-25T10:38:59Z (GMT) No. of bitstreams: 1 José Carlos Rodrigues Pinto Filho.pdf: 4878558 bytes, checksum: 18bfc65ffa2f32f5994355e1ce7224d3 (MD5)Made available in DSpace on 2020-09-25T10:39:22Z (GMT). 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dc.title.por.fl_str_mv O impacto da confiança na marca e do Technology Readiness Index (Tri 2.0) na disposição de uso de carros autônomos
dc.title.alternative.eng.fl_str_mv The impact of brand confidence and the Technology Readiness Index (Tri 2.0) on the willingness to use autonomous cars
title O impacto da confiança na marca e do Technology Readiness Index (Tri 2.0) na disposição de uso de carros autônomos
spellingShingle O impacto da confiança na marca e do Technology Readiness Index (Tri 2.0) na disposição de uso de carros autônomos
Pinto Filho, José Carlos Rodrigues
comportamento do consumidor; carros autônomos; Technology Readiness Index, confiança na marca; disposição de uso
consumer behavior; autonomous vehicles,;Technology Readiness Index, brand trust; willingness to use
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
title_short O impacto da confiança na marca e do Technology Readiness Index (Tri 2.0) na disposição de uso de carros autônomos
title_full O impacto da confiança na marca e do Technology Readiness Index (Tri 2.0) na disposição de uso de carros autônomos
title_fullStr O impacto da confiança na marca e do Technology Readiness Index (Tri 2.0) na disposição de uso de carros autônomos
title_full_unstemmed O impacto da confiança na marca e do Technology Readiness Index (Tri 2.0) na disposição de uso de carros autônomos
title_sort O impacto da confiança na marca e do Technology Readiness Index (Tri 2.0) na disposição de uso de carros autônomos
author Pinto Filho, José Carlos Rodrigues
author_facet Pinto Filho, José Carlos Rodrigues
author_role author
dc.contributor.advisor1.fl_str_mv Rossi, George Bedinelli
dc.contributor.advisor2.fl_str_mv Ponchio, Mateus Canniatti
dc.contributor.referee1.fl_str_mv Rocha, Thelma Valeria
dc.contributor.referee2.fl_str_mv Freire, Otávio Bandeira de Lamônica
dc.contributor.authorID.fl_str_mv 26761964806
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dc.contributor.author.fl_str_mv Pinto Filho, José Carlos Rodrigues
contributor_str_mv Rossi, George Bedinelli
Ponchio, Mateus Canniatti
Rocha, Thelma Valeria
Freire, Otávio Bandeira de Lamônica
dc.subject.por.fl_str_mv comportamento do consumidor; carros autônomos; Technology Readiness Index, confiança na marca; disposição de uso
topic comportamento do consumidor; carros autônomos; Technology Readiness Index, confiança na marca; disposição de uso
consumer behavior; autonomous vehicles,;Technology Readiness Index, brand trust; willingness to use
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
dc.subject.eng.fl_str_mv consumer behavior; autonomous vehicles,;Technology Readiness Index, brand trust; willingness to use
dc.subject.cnpq.fl_str_mv CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
description The arrival of autonomous vehicles (AVs) at the world automotive market will result in considerable changes in a century-old industry. The transfer of tasks and responsibilities to the machine, however, brings a number of open questions, ranging from the impact on the labor market to the quest for lesser evil in unavoidable accidents; this set of factors could be decisive in the acceptance and adoption of such technology that places traditional automakers - such as Ford, GM and Volvo, among others - in competition with Information Technology companies such as Google, Apple and Uber. Reviewing the main models of innovation adoption and diffusion, none of them considers brand trust as a potential influencer of positive or negative attitudes in adopting new technologies. Thus, through a quantitative approach and research survey method with potential consumers, this project sought to analyze whether brand trust (using Gurviez and Korchia's multidimensional confidence model, 2003) influences the Technology Readiness Index (TRI) (Parasuraman Colby, 2001), in its updated version (TRI 2.0, by Parasuraman and Colby, 2015), in the provision of use of AVs in a generic approach and applied to 11 selected brands. After validating the scales for internal consistency, the results, based on 213 respondents (n=213), indicated that there is a strong correlation between the TRI and the overall AV willingness to use (p=0,000), as well as between brand confidence and willingness to use AVs of this same brand. When confronted through multiple linear regression, brand trust plays a more relevant role than TRI in AV’s willingness-to-use for the 11 brands tested (while TRI was significant only for the brand Tesla). Comparing information technology companies (ITCs) and automobile manufacturers, while the first presents a higher level of average confidence (Apple having the highest index, followed by Google and Toyota), the predilection in AV’s willingness-to-use falls on traditional automakers (with Tesla having the best index, followed by Toyota and, then, Apple).
publishDate 2018
dc.date.issued.fl_str_mv 2018-12-12
dc.date.accessioned.fl_str_mv 2020-09-25T10:39:22Z
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dc.identifier.citation.fl_str_mv Pinto Filho, José Carlos Rodrigues. O impacto da confiança na marca e do Technology Readiness Index (Tri 2.0) na disposição de uso de carros autônomos. 2018. [124 f.]. Dissertação ( Programa de Mestrado Profissional em Comportamento do Consumidor) - Escola Superior de Propaganda e Marketing, [São Paulo] .
dc.identifier.uri.fl_str_mv http://tede2.espm.br/handle/tede/418
identifier_str_mv Pinto Filho, José Carlos Rodrigues. O impacto da confiança na marca e do Technology Readiness Index (Tri 2.0) na disposição de uso de carros autônomos. 2018. [124 f.]. Dissertação ( Programa de Mestrado Profissional em Comportamento do Consumidor) - Escola Superior de Propaganda e Marketing, [São Paulo] .
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repository.name.fl_str_mv Biblioteca Digital de Teses e Dissertações da ESPM - Escola Superior de Propaganda e Marketing (ESPM)
repository.mail.fl_str_mv acervodigital@espm.br||hribeiro@espm.br
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