Resistência à inovação: uma análise da influência das barreiras cognitivas e emocionais no comportamento do consumidor
Autor(a) principal: | |
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Data de Publicação: | 2022 |
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/654 |
Resumo: | Efforts to understand the mechanisms that lead consumers to adopt or reject innovative products or services are important to prevent investments in these innovations from generating revenue. The number of new products and services that fail to be launched on the market is relatively high and those that do not fail are not readily adopted by most consumers, signaling that resistance is a common consumer response to innovation. Currently, the existing literature presents two types of resistance: passive resistance to innovation, which precedes active resistance to innovation, both of a cognitive nature, being disregarded in most studies the emotional aspects. Thus, this master's thesis addresses both functional and psychological barriers (cognitive in nature) and emotional barriers of resistance to innovation. In this context, the main objective of this study is to understand the influence of functional, psychological and emotional barriers of the consumer on the resistance to the use of digital banking services. This research is quantitative in nature and primary data were collected through a self-filled online questionnaire. A final sample of 202 adult Brazilians, with and without experience in the use of digital banking services, allowed the test of research hypotheses through structural equation modeling (PLS-SEM). Understanding the factors that lead consumers to resist innovations is essential both academically and professionally. The main theoretical contribution of this work is to identify the greater influence of emotional barriers, compared to functional barriers, on the resistance to innovation in the field of digital banking services. The main models of resistance to innovation existing place greater emphasis precisely on functional aspects, but could benefit from the incorporation of emotional aspects. The results also provide managerial implications, by favoring the design of communication programs capable of reducing the chances of failure of an innovation. Possibilities for future research are also discussed. |
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Cordeiro, Rafaela AlmeidaPonchio, Mateus CanniattiVasconcellos, Sílvio Luíz dePonchio, Mateus Canniatti39.100.311-96https://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K8381996P3&tokenCaptchar=03AL8dmw8pJsldousRUXMgYnH3QuIh7nhCyvxnffBvGQP1CVu0jSkhc5pmxDyAViondFdNyJtg9bPUxJA8rHkCR4yLIP-kiPjwWpJqG1XU3hAtBarJd8mNltIp67Hx2rcGUYqPPj0SXzrvYfbyCO6YC8Tkh-YEWekLaGC3lBZpUjTlkECy3KHYO-wpbhGfNBP_dVg3VgqBNKCS6DnjPtV5YoyafNzLYYhpnqiZ0LSwjqLRld2M0tSlx-QQGEtA-Qab0zapXNY3er_ipZkdmS7keougrmBeI0Uz_m40KgfqxKVmDgUpeoZVIRPwcTtNqiEaPW7wMt63JYhZBtZ7V51b575CUFeuGvaQVUmhJB-bTW3tfUfdt_4kgscxO0HNm936rqSqa656peu-AIpYZLIj0yWkmdBo5M07bweQGdufn-ulPo0L7EcJUqMY7t4ElNnF8QHlQH96vrDJxxGJqPWdfFpt8cBUv9nGhksqVMbLk1n8CHLlVzB3Khod1SL9dUDZIumXiuVPLY6aSAoEztpGIoyDNURuDH0b6mBQ-X8-u_Bb2GxhuUGyQ9B9ikHKDDIAc2eDtjd4sBvxSantos, Alexandre Alves dos2023-06-16T18:46:37Z2022-08-24Santos, Alexandre Alves dos. Resistência à inovação: uma análise da influência das barreiras cognitivas e emocionais no comportamento do consumidor. 2022. [47 f.]. Dissertação (Programa de Mestrado em Administração em Gestão Internacional) - Escola Superior de Propaganda e Marketing, [São Paulo] .http://tede2.espm.br/handle/tede/654Efforts to understand the mechanisms that lead consumers to adopt or reject innovative products or services are important to prevent investments in these innovations from generating revenue. The number of new products and services that fail to be launched on the market is relatively high and those that do not fail are not readily adopted by most consumers, signaling that resistance is a common consumer response to innovation. Currently, the existing literature presents two types of resistance: passive resistance to innovation, which precedes active resistance to innovation, both of a cognitive nature, being disregarded in most studies the emotional aspects. Thus, this master's thesis addresses both functional and psychological barriers (cognitive in nature) and emotional barriers of resistance to innovation. In this context, the main objective of this study is to understand the influence of functional, psychological and emotional barriers of the consumer on the resistance to the use of digital banking services. This research is quantitative in nature and primary data were collected through a self-filled online questionnaire. A final sample of 202 adult Brazilians, with and without experience in the use of digital banking services, allowed the test of research hypotheses through structural equation modeling (PLS-SEM). Understanding the factors that lead consumers to resist innovations is essential both academically and professionally. The main theoretical contribution of this work is to identify the greater influence of emotional barriers, compared to functional barriers, on the resistance to innovation in the field of digital banking services. The main models of resistance to innovation existing place greater emphasis precisely on functional aspects, but could benefit from the incorporation of emotional aspects. The results also provide managerial implications, by favoring the design of communication programs capable of reducing the chances of failure of an innovation. Possibilities for future research are also discussed.Esforços para compreender os mecanismos que levam consumidores a adotar ou a rejeitar produtos ou serviços inovadores são importantes para evitar que investimentos nessas inovações não gerem receitas. O número de novos produtos e serviços que falham ao serem lançados no mercado é relativamente alto e aqueles que não falham não são adotados prontamente pela maioria dos consumidores, sinalizando que a resistência é uma resposta comum dos consumidores à inovação. Atualmente, a literatura existente apresenta dois tipos de resistência: a Resistência Passiva à Inovação, que antecede à Resistencia Ativa à Inovação, ambas de natureza cognitiva, sendo desconsiderado na maioria dos estudos os aspectos emocionais. Assim, esta dissertação de mestrado aborda tanto as barreiras funcionais e psicológicas (de natureza cognitiva), quanto as barreiras emocionais de resistência à inovação. Nesse contexto, o objetivo principal deste estudo é compreender a influência de barreiras funcionais, psicológicas e emocionais do consumidor sobre a resistência ao uso de serviços bancários digitais. Esta pesquisa é de natureza quantitativa e dados primários foram coletados por meio de questionário online auto preenchido. Uma amostra final de 202 brasileiros adultos, com e sem experiência no uso de serviços bancários digitais, permitiu o teste das hipóteses de pesquisa por meio de modelagem de equações estruturais (PLS-SEM). O entendimento dos fatores que levam os consumidores a resistirem às inovações é essencial tanto do ponto de vista acadêmico quanto profissional. A principal contribuição teórica deste trabalho consiste na identificação da maior influência das barreiras emocionais, em comparação às barreiras funcionais, sobre a resistência à inovação no âmbito dos serviços bancários digitais. Os principais modelos de resistência à inovação existentes dão maior ênfase justamente aos aspectos funcionais, mas poderiam se beneficiar da incorporação dos aspectos emocionais. Os resultados também fornecem implicações gerenciais, ao favorecer o delineamento de programas de comunicação capazes de diminuir as chances de falha de uma inovação. São discutidas, ainda, possibilidades de pesquisas futuras.Submitted by Débora Silva (deborasilva@espm.br) on 2023-06-16T15:49:54Z No. of bitstreams: 1 Alexandre Alves dos Santos.pdf: 653453 bytes, checksum: 7b933f5801357c442406ed8b9d35771a (MD5)Approved for entry into archive by Débora Silva (deborasilva@espm.br) on 2023-06-16T18:45:50Z (GMT) No. of bitstreams: 1 Alexandre Alves dos Santos.pdf: 653453 bytes, checksum: 7b933f5801357c442406ed8b9d35771a (MD5)Approved for entry into archive by Débora Silva (deborasilva@espm.br) on 2023-06-16T18:46:00Z (GMT) No. of bitstreams: 1 Alexandre Alves dos Santos.pdf: 653453 bytes, checksum: 7b933f5801357c442406ed8b9d35771a (MD5)Made available in DSpace on 2023-06-16T18:46:37Z (GMT). No. of bitstreams: 1 Alexandre Alves dos Santos.pdf: 653453 bytes, checksum: 7b933f5801357c442406ed8b9d35771a (MD5) Previous issue date: 2022-08-24application/pdfhttp://tede2.espm.br/retrieve/2307/Alexandre%20Alves%20dos%20Santos.pdf.jpgporEscola Superior de Propaganda e MarketingPrograma de Mestrado em Administração em Gestão InternacionalESPMBrasilESPM::Pós-Graduação Stricto Sensucomportamento do consumidor; resistência à inovação; serviços bancários digitais; barreiras funcionais; barreiras psicológicas; barreiras emocionaisconsumer behavior; resistance to innovation; digital banking services; functional barriers; psychological barriers; emotional barriersCIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOResistência à inovação: uma análise da influência das barreiras cognitivas e emocionais no comportamento do consumidorResistance to innovation: an analysis of the influence of cognitive and emotional barriers on consumer behaviorinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis-6845443146620134701500500600-44551937530918523288024035432632778221info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da ESPMinstname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMTHUMBNAILAlexandre Alves dos Santos.pdf.jpgAlexandre Alves dos Santos.pdf.jpgimage/jpeg1943http://tede2.espm.br:8080/tede/bitstream/tede/654/4/Alexandre+Alves+dos+Santos.pdf.jpgcc73c4c239a4c332d642ba1e7c7a9fb2MD54TEXTAlexandre Alves dos Santos.pdf.txtAlexandre Alves dos Santos.pdf.txttext/plain77287http://tede2.espm.br:8080/tede/bitstream/tede/654/3/Alexandre+Alves+dos+Santos.pdf.txt458dfb31264f49e2bb314f725f50a46dMD53ORIGINALAlexandre Alves dos Santos.pdfAlexandre Alves dos Santos.pdfapplication/pdf653453http://tede2.espm.br:8080/tede/bitstream/tede/654/2/Alexandre+Alves+dos+Santos.pdf7b933f5801357c442406ed8b9d35771aMD52LICENSElicense.txtlicense.txttext/plain; charset=utf-81912http://tede2.espm.br:8080/tede/bitstream/tede/654/1/license.txt652c58b294e08ded719d10bdbc42f8ceMD51tede/6542023-06-17 01:00:06.68oai:tede2.espm.br: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Biblioteca Digital de Teses e Dissertaçõeshttps://tede2.espm.br/http://tede2.espm.br/oai/requestacervodigital@espm.br||hribeiro@espm.bropendoar:2023-06-17T04:00:06Biblioteca Digital de Teses e Dissertações da ESPM - Escola Superior de Propaganda e Marketing (ESPM)false |
dc.title.por.fl_str_mv |
Resistência à inovação: uma análise da influência das barreiras cognitivas e emocionais no comportamento do consumidor |
dc.title.alternative.eng.fl_str_mv |
Resistance to innovation: an analysis of the influence of cognitive and emotional barriers on consumer behavior |
title |
Resistência à inovação: uma análise da influência das barreiras cognitivas e emocionais no comportamento do consumidor |
spellingShingle |
Resistência à inovação: uma análise da influência das barreiras cognitivas e emocionais no comportamento do consumidor Santos, Alexandre Alves dos comportamento do consumidor; resistência à inovação; serviços bancários digitais; barreiras funcionais; barreiras psicológicas; barreiras emocionais consumer behavior; resistance to innovation; digital banking services; functional barriers; psychological barriers; emotional barriers CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
title_short |
Resistência à inovação: uma análise da influência das barreiras cognitivas e emocionais no comportamento do consumidor |
title_full |
Resistência à inovação: uma análise da influência das barreiras cognitivas e emocionais no comportamento do consumidor |
title_fullStr |
Resistência à inovação: uma análise da influência das barreiras cognitivas e emocionais no comportamento do consumidor |
title_full_unstemmed |
Resistência à inovação: uma análise da influência das barreiras cognitivas e emocionais no comportamento do consumidor |
title_sort |
Resistência à inovação: uma análise da influência das barreiras cognitivas e emocionais no comportamento do consumidor |
author |
Santos, Alexandre Alves dos |
author_facet |
Santos, Alexandre Alves dos |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Cordeiro, Rafaela Almeida |
dc.contributor.advisor-co1.fl_str_mv |
Ponchio, Mateus Canniatti |
dc.contributor.referee1.fl_str_mv |
Vasconcellos, Sílvio Luíz de |
dc.contributor.referee2.fl_str_mv |
Ponchio, Mateus Canniatti |
dc.contributor.authorID.fl_str_mv |
39.100.311-96 |
dc.contributor.authorLattes.fl_str_mv |
https://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K8381996P3&tokenCaptchar=03AL8dmw8pJsldousRUXMgYnH3QuIh7nhCyvxnffBvGQP1CVu0jSkhc5pmxDyAViondFdNyJtg9bPUxJA8rHkCR4yLIP-kiPjwWpJqG1XU3hAtBarJd8mNltIp67Hx2rcGUYqPPj0SXzrvYfbyCO6YC8Tkh-YEWekLaGC3lBZpUjTlkECy3KHYO-wpbhGfNBP_dVg3VgqBNKCS6DnjPtV5YoyafNzLYYhpnqiZ0LSwjqLRld2M0tSlx-QQGEtA-Qab0zapXNY3er_ipZkdmS7keougrmBeI0Uz_m40KgfqxKVmDgUpeoZVIRPwcTtNqiEaPW7wMt63JYhZBtZ7V51b575CUFeuGvaQVUmhJB-bTW3tfUfdt_4kgscxO0HNm936rqSqa656peu-AIpYZLIj0yWkmdBo5M07bweQGdufn-ulPo0L7EcJUqMY7t4ElNnF8QHlQH96vrDJxxGJqPWdfFpt8cBUv9nGhksqVMbLk1n8CHLlVzB3Khod1SL9dUDZIumXiuVPLY6aSAoEztpGIoyDNURuDH0b6mBQ-X8-u_Bb2GxhuUGyQ9B9ikHKDDIAc2eDtjd4sBvx |
dc.contributor.author.fl_str_mv |
Santos, Alexandre Alves dos |
contributor_str_mv |
Cordeiro, Rafaela Almeida Ponchio, Mateus Canniatti Vasconcellos, Sílvio Luíz de Ponchio, Mateus Canniatti |
dc.subject.por.fl_str_mv |
comportamento do consumidor; resistência à inovação; serviços bancários digitais; barreiras funcionais; barreiras psicológicas; barreiras emocionais |
topic |
comportamento do consumidor; resistência à inovação; serviços bancários digitais; barreiras funcionais; barreiras psicológicas; barreiras emocionais consumer behavior; resistance to innovation; digital banking services; functional barriers; psychological barriers; emotional barriers CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
dc.subject.eng.fl_str_mv |
consumer behavior; resistance to innovation; digital banking services; functional barriers; psychological barriers; emotional barriers |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
description |
Efforts to understand the mechanisms that lead consumers to adopt or reject innovative products or services are important to prevent investments in these innovations from generating revenue. The number of new products and services that fail to be launched on the market is relatively high and those that do not fail are not readily adopted by most consumers, signaling that resistance is a common consumer response to innovation. Currently, the existing literature presents two types of resistance: passive resistance to innovation, which precedes active resistance to innovation, both of a cognitive nature, being disregarded in most studies the emotional aspects. Thus, this master's thesis addresses both functional and psychological barriers (cognitive in nature) and emotional barriers of resistance to innovation. In this context, the main objective of this study is to understand the influence of functional, psychological and emotional barriers of the consumer on the resistance to the use of digital banking services. This research is quantitative in nature and primary data were collected through a self-filled online questionnaire. A final sample of 202 adult Brazilians, with and without experience in the use of digital banking services, allowed the test of research hypotheses through structural equation modeling (PLS-SEM). Understanding the factors that lead consumers to resist innovations is essential both academically and professionally. The main theoretical contribution of this work is to identify the greater influence of emotional barriers, compared to functional barriers, on the resistance to innovation in the field of digital banking services. The main models of resistance to innovation existing place greater emphasis precisely on functional aspects, but could benefit from the incorporation of emotional aspects. The results also provide managerial implications, by favoring the design of communication programs capable of reducing the chances of failure of an innovation. Possibilities for future research are also discussed. |
publishDate |
2022 |
dc.date.issued.fl_str_mv |
2022-08-24 |
dc.date.accessioned.fl_str_mv |
2023-06-16T18:46:37Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
Santos, Alexandre Alves dos. Resistência à inovação: uma análise da influência das barreiras cognitivas e emocionais no comportamento do consumidor. 2022. [47 f.]. Dissertação (Programa de Mestrado em Administração em Gestão Internacional) - Escola Superior de Propaganda e Marketing, [São Paulo] . |
dc.identifier.uri.fl_str_mv |
http://tede2.espm.br/handle/tede/654 |
identifier_str_mv |
Santos, Alexandre Alves dos. Resistência à inovação: uma análise da influência das barreiras cognitivas e emocionais no comportamento do consumidor. 2022. [47 f.]. Dissertação (Programa de Mestrado em Administração em Gestão Internacional) - Escola Superior de Propaganda e Marketing, [São Paulo] . |
url |
http://tede2.espm.br/handle/tede/654 |
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por |
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por |
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500 500 600 |
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8024035432632778221 |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
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Escola Superior de Propaganda e Marketing |
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Programa de Mestrado em Administração em Gestão Internacional |
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ESPM |
dc.publisher.country.fl_str_mv |
Brasil |
dc.publisher.department.fl_str_mv |
ESPM::Pós-Graduação Stricto Sensu |
publisher.none.fl_str_mv |
Escola Superior de Propaganda e Marketing |
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