The Y Generation Myth: Evidences Based on the Causality Relations Among Age, Diffusion and Adoption of Technology of College Students of São Paulo State

Detalhes bibliográficos
Autor(a) principal: Gabriel, Marcelo
Data de Publicação: 2014
Outros Autores: da Silva, Dirceu, Moretti, Sérgio Luiz do Amaral
Tipo de documento: Artigo
Idioma: eng
por
Título da fonte: Future Studies Research Journal: Trends and Strategies
Texto Completo: https://www.revistafuture.org/FSRJ/article/view/158
Resumo: The objective of this research was to assess whether college students, classified as Digital Natives and Digital Immigrants, show different behavioral styles and adoption profiles in relation to technology. To do so three measurement scales (Technological Origin - OTE, Adoption Profile - PAD and Innovator Behavioral Style - ECI) were used and to identify the causal relationships among concepts, attitudes and processes of technology adoption among students. The data analysis choice was based on structural equation model (SEM) variance based approach or partial least squares (PLS-SEM) using the SmartPLS 2.0 software. The general model was tested, comprised by the constructs of the three scales and then a variable which characterizes the respondent’s generation was introduced as moderator. As a result it is possible to state that for the concepts of Digital Native and Digital Immigrant are lacking empirical foundations, simply serving as a rhetorical figure, of easy acceptance and assimilation, but unable to substantiate the existence of a phenomenon or generations effect on the process of diffusion and technology adoption, unlike what is commonly proposed in the literature. 
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spelling The Y Generation Myth: Evidences Based on the Causality Relations Among Age, Diffusion and Adoption of Technology of College Students of São Paulo StateO Mito da Geração Y: Evidências A Partir das Relações de Causalidade entre Idade, Difusão e Adoção de Tecnologia de Estudantes Universitários do Estado de São PauloTechnology ManagementConsumer BehaviorTechnology AdoptionY Generation.Gestão da TecnologiaComportamento do ConsumidorAdoção TecnológicaGeração Y.The objective of this research was to assess whether college students, classified as Digital Natives and Digital Immigrants, show different behavioral styles and adoption profiles in relation to technology. To do so three measurement scales (Technological Origin - OTE, Adoption Profile - PAD and Innovator Behavioral Style - ECI) were used and to identify the causal relationships among concepts, attitudes and processes of technology adoption among students. The data analysis choice was based on structural equation model (SEM) variance based approach or partial least squares (PLS-SEM) using the SmartPLS 2.0 software. The general model was tested, comprised by the constructs of the three scales and then a variable which characterizes the respondent’s generation was introduced as moderator. As a result it is possible to state that for the concepts of Digital Native and Digital Immigrant are lacking empirical foundations, simply serving as a rhetorical figure, of easy acceptance and assimilation, but unable to substantiate the existence of a phenomenon or generations effect on the process of diffusion and technology adoption, unlike what is commonly proposed in the literature. O objetivo desta pesquisa foi avaliar se estudantes universitários, classificados como Nativos Digitais e Imigrantes Digitais, manifestam diferentes estilos comportamentais e perfis de adoção em relação à tecnologia. Para tal foram usadas três escalas (Origem Tecnológica, Perfil de Adoção e Estilo Comportamental Inovador) e para identificar as relações de causalidade entre concepções, atitudes e processos de adoção de tecnologia entre os estudantes fez-se uma opção pelo modelo de equações estruturais pela abordagem baseada em variância ou mínimos quadrados parciais (PLS) com o software SmartPLS 2.0. Testou-se um modelo geral composto pelos constructos das três escalas e em seguida introduziu-se nele uma variável que caracteriza a geração do respondente. Como resultados é possível afirmar que os conceitos de Nativo e Imigrante Digital carecem de sustentação empírica, servindo simplesmente como figura de retórica, de fácil aceitação e assimilação, mas sem condições de fundamentar a existência de um fenômeno ou efeito de gerações sobre o processo de difusão e adoção de tecnologia, diferentemente do que é comumente proposto na literatura.Future Studies Research Journal: Trends and Strategies2014-06-30info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed Articleapplication/pdfapplication/pdfhttps://www.revistafuture.org/FSRJ/article/view/15810.24023/FutureJournal/2175-5825/2014.v6i1.158Future Studies Research Journal: Trends and Strategies; Vol. 6 No. 1 (2014): Future Studies Research Journal; 32-52Future Studies Research Journal: Trends and Strategies [FSRJ]; v. 6 n. 1 (2014): Future Studies Research Journal; 32-522175-5825reponame:Future Studies Research Journal: Trends and Strategiesinstname:Fundação Instituto de Administração (FIA)instacron:FIAengporhttps://www.revistafuture.org/FSRJ/article/view/158/254https://www.revistafuture.org/FSRJ/article/view/158/253Copyright (c) 2014 Future Studies Research Journal: Trends and Strategiesinfo:eu-repo/semantics/openAccessGabriel, Marceloda Silva, DirceuMoretti, Sérgio Luiz do Amaral2015-06-16T15:52:21Zoai:ojs.future.emnuvens.com.br:article/158Revistahttps://www.revistafuture.org/FSRJ/oai2175-58252175-5825opendoar:2015-06-16T15:52:21Future Studies Research Journal: Trends and Strategies - Fundação Instituto de Administração (FIA)false
dc.title.none.fl_str_mv The Y Generation Myth: Evidences Based on the Causality Relations Among Age, Diffusion and Adoption of Technology of College Students of São Paulo State
O Mito da Geração Y: Evidências A Partir das Relações de Causalidade entre Idade, Difusão e Adoção de Tecnologia de Estudantes Universitários do Estado de São Paulo
title The Y Generation Myth: Evidences Based on the Causality Relations Among Age, Diffusion and Adoption of Technology of College Students of São Paulo State
spellingShingle The Y Generation Myth: Evidences Based on the Causality Relations Among Age, Diffusion and Adoption of Technology of College Students of São Paulo State
Gabriel, Marcelo
Technology Management
Consumer Behavior
Technology Adoption
Y Generation.
Gestão da Tecnologia
Comportamento do Consumidor
Adoção Tecnológica
Geração Y.
title_short The Y Generation Myth: Evidences Based on the Causality Relations Among Age, Diffusion and Adoption of Technology of College Students of São Paulo State
title_full The Y Generation Myth: Evidences Based on the Causality Relations Among Age, Diffusion and Adoption of Technology of College Students of São Paulo State
title_fullStr The Y Generation Myth: Evidences Based on the Causality Relations Among Age, Diffusion and Adoption of Technology of College Students of São Paulo State
title_full_unstemmed The Y Generation Myth: Evidences Based on the Causality Relations Among Age, Diffusion and Adoption of Technology of College Students of São Paulo State
title_sort The Y Generation Myth: Evidences Based on the Causality Relations Among Age, Diffusion and Adoption of Technology of College Students of São Paulo State
author Gabriel, Marcelo
author_facet Gabriel, Marcelo
da Silva, Dirceu
Moretti, Sérgio Luiz do Amaral
author_role author
author2 da Silva, Dirceu
Moretti, Sérgio Luiz do Amaral
author2_role author
author
dc.contributor.author.fl_str_mv Gabriel, Marcelo
da Silva, Dirceu
Moretti, Sérgio Luiz do Amaral
dc.subject.por.fl_str_mv Technology Management
Consumer Behavior
Technology Adoption
Y Generation.
Gestão da Tecnologia
Comportamento do Consumidor
Adoção Tecnológica
Geração Y.
topic Technology Management
Consumer Behavior
Technology Adoption
Y Generation.
Gestão da Tecnologia
Comportamento do Consumidor
Adoção Tecnológica
Geração Y.
description The objective of this research was to assess whether college students, classified as Digital Natives and Digital Immigrants, show different behavioral styles and adoption profiles in relation to technology. To do so three measurement scales (Technological Origin - OTE, Adoption Profile - PAD and Innovator Behavioral Style - ECI) were used and to identify the causal relationships among concepts, attitudes and processes of technology adoption among students. The data analysis choice was based on structural equation model (SEM) variance based approach or partial least squares (PLS-SEM) using the SmartPLS 2.0 software. The general model was tested, comprised by the constructs of the three scales and then a variable which characterizes the respondent’s generation was introduced as moderator. As a result it is possible to state that for the concepts of Digital Native and Digital Immigrant are lacking empirical foundations, simply serving as a rhetorical figure, of easy acceptance and assimilation, but unable to substantiate the existence of a phenomenon or generations effect on the process of diffusion and technology adoption, unlike what is commonly proposed in the literature. 
publishDate 2014
dc.date.none.fl_str_mv 2014-06-30
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
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dc.identifier.uri.fl_str_mv https://www.revistafuture.org/FSRJ/article/view/158
10.24023/FutureJournal/2175-5825/2014.v6i1.158
url https://www.revistafuture.org/FSRJ/article/view/158
identifier_str_mv 10.24023/FutureJournal/2175-5825/2014.v6i1.158
dc.language.iso.fl_str_mv eng
por
language eng
por
dc.relation.none.fl_str_mv https://www.revistafuture.org/FSRJ/article/view/158/254
https://www.revistafuture.org/FSRJ/article/view/158/253
dc.rights.driver.fl_str_mv Copyright (c) 2014 Future Studies Research Journal: Trends and Strategies
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2014 Future Studies Research Journal: Trends and Strategies
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv Future Studies Research Journal: Trends and Strategies
publisher.none.fl_str_mv Future Studies Research Journal: Trends and Strategies
dc.source.none.fl_str_mv Future Studies Research Journal: Trends and Strategies; Vol. 6 No. 1 (2014): Future Studies Research Journal; 32-52
Future Studies Research Journal: Trends and Strategies [FSRJ]; v. 6 n. 1 (2014): Future Studies Research Journal; 32-52
2175-5825
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