Consumer Electronic Devices Portable: The Effect Moderator Adopter Profile the Purchase of Intent
Autor(a) principal: | |
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Data de Publicação: | 2016 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REMark - Revista Brasileira de Marketing |
DOI: | 10.5585/remark.v15i4.3382 |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/12147 |
Resumo: | Considering the steady growth seen in recent years of electronic devices as facilitators of business transactions, particularly in the B2C segment, in order to better understand the relationship between perceived value and the actual purchase of a product or service by the consumer, this paper presents the results of a study that explores the profile of innovation adopters as possible moderator in the relationship between Perceived Value and Purchase Intention of portable electronics (smartphones, tablets, ultrabooks and readers of e-books). This is a quantitative survey with a sample of 350 respondents collected by snowball sampling on Facebook and later assessed by structural equation modeling (SEM). The results confirm the relationship of Perceived Value in Purchase Intent as well as sustain the moderating influence of the adopter's profile on this relationship. Among the antecedent variables related to the adoption of technology, it is noteworthy that the Perceived Ease of Use, Perceived Complexity and Risk Perceived no significant effect on the Perceived Value. Finally, the survey results indicate that organizations should seek to develop actions according to the different consumer profiles. |
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REMark - Revista Brasileira de Marketing |
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Consumer Electronic Devices Portable: The Effect Moderator Adopter Profile the Purchase of IntentConsumidor de Dispositivos Eletrônicos Portáteis: O Efeito Moderador do Perfil do Adotante na Intenção de CompraPerceived Value; Profile Adopter; Buy Intention; Portable Electronics.Valor percebido; Perfil do adotante; Intenção de compra; Produtos eletrônicos portáteis.Considering the steady growth seen in recent years of electronic devices as facilitators of business transactions, particularly in the B2C segment, in order to better understand the relationship between perceived value and the actual purchase of a product or service by the consumer, this paper presents the results of a study that explores the profile of innovation adopters as possible moderator in the relationship between Perceived Value and Purchase Intention of portable electronics (smartphones, tablets, ultrabooks and readers of e-books). This is a quantitative survey with a sample of 350 respondents collected by snowball sampling on Facebook and later assessed by structural equation modeling (SEM). The results confirm the relationship of Perceived Value in Purchase Intent as well as sustain the moderating influence of the adopter's profile on this relationship. Among the antecedent variables related to the adoption of technology, it is noteworthy that the Perceived Ease of Use, Perceived Complexity and Risk Perceived no significant effect on the Perceived Value. Finally, the survey results indicate that organizations should seek to develop actions according to the different consumer profiles.Considerando o crescimento constante observado nos ltimos anos dos dispositivos eletrnicos enquanto facilitadores de transaes comerciais, sobretudo no segmento B2C, com o objetivo de melhor compreender as relaes entre a percepo de valor e a efetiva aquisio de um produto ou servio pelo consumidor, este paper apresenta os resultados de um estudo que explora o perfil do adotante de inovaes como possvel moderador na relao entre o Valor Percebido e a Inteno de Compra de produtos eletrnicos portteis (smartphones, tablets, ultrabooks e leitores de e-books). Trata-se de uma pesquisa quantitativa com uma amostra de 350 respondentes coletada por snowball sampling no Facebook e posteriormente avaliada por meio da Modelagem de Equaes Estruturais (SEM). Os resultados confirmam a relao do Valor Percebido na Inteno de Compra alm de sustentar a influncia moderadora do Perfil do Adotante sobre essa relao. Dentre as variveis antecedentes relacionadas adoo de tecnologia, vale destacar que a Facilidade de Uso Percebida, a Complexidade Percebida e o Risco Percebido no apresentaram efeito significativo sobre o Valor Percebido. Por fim, os resultados da pesquisa indicam que as organizaes devem procurar desenvolver aes de acordo com os diferentes perfis de consumidor.Universidade Nove de Julho - Uninove2016-11-25info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1214710.5585/remark.v15i4.3382ReMark - Revista Brasileira de Marketing; v. 15, n. 4 (2016): Edição Especial - Encontro de Marketing (EMA); 496-5112177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12147/5792Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessdos Santos, Washington RomãoCarneiro, Teresa Cristina Janesde Oliveira, Marcos Paulo Valadares2019-02-19T17:40:19Zoai:https://periodicos.uninove.br:article/12147Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-02-19T17:40:19REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
Consumer Electronic Devices Portable: The Effect Moderator Adopter Profile the Purchase of Intent Consumidor de Dispositivos Eletrônicos Portáteis: O Efeito Moderador do Perfil do Adotante na Intenção de Compra |
title |
Consumer Electronic Devices Portable: The Effect Moderator Adopter Profile the Purchase of Intent |
spellingShingle |
Consumer Electronic Devices Portable: The Effect Moderator Adopter Profile the Purchase of Intent Consumer Electronic Devices Portable: The Effect Moderator Adopter Profile the Purchase of Intent dos Santos, Washington Romão Perceived Value; Profile Adopter; Buy Intention; Portable Electronics. Valor percebido; Perfil do adotante; Intenção de compra; Produtos eletrônicos portáteis. dos Santos, Washington Romão Perceived Value; Profile Adopter; Buy Intention; Portable Electronics. Valor percebido; Perfil do adotante; Intenção de compra; Produtos eletrônicos portáteis. |
title_short |
Consumer Electronic Devices Portable: The Effect Moderator Adopter Profile the Purchase of Intent |
title_full |
Consumer Electronic Devices Portable: The Effect Moderator Adopter Profile the Purchase of Intent |
title_fullStr |
Consumer Electronic Devices Portable: The Effect Moderator Adopter Profile the Purchase of Intent Consumer Electronic Devices Portable: The Effect Moderator Adopter Profile the Purchase of Intent |
title_full_unstemmed |
Consumer Electronic Devices Portable: The Effect Moderator Adopter Profile the Purchase of Intent Consumer Electronic Devices Portable: The Effect Moderator Adopter Profile the Purchase of Intent |
title_sort |
Consumer Electronic Devices Portable: The Effect Moderator Adopter Profile the Purchase of Intent |
author |
dos Santos, Washington Romão |
author_facet |
dos Santos, Washington Romão dos Santos, Washington Romão Carneiro, Teresa Cristina Janes de Oliveira, Marcos Paulo Valadares Carneiro, Teresa Cristina Janes de Oliveira, Marcos Paulo Valadares |
author_role |
author |
author2 |
Carneiro, Teresa Cristina Janes de Oliveira, Marcos Paulo Valadares |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
dos Santos, Washington Romão Carneiro, Teresa Cristina Janes de Oliveira, Marcos Paulo Valadares |
dc.subject.por.fl_str_mv |
Perceived Value; Profile Adopter; Buy Intention; Portable Electronics. Valor percebido; Perfil do adotante; Intenção de compra; Produtos eletrônicos portáteis. |
topic |
Perceived Value; Profile Adopter; Buy Intention; Portable Electronics. Valor percebido; Perfil do adotante; Intenção de compra; Produtos eletrônicos portáteis. |
description |
Considering the steady growth seen in recent years of electronic devices as facilitators of business transactions, particularly in the B2C segment, in order to better understand the relationship between perceived value and the actual purchase of a product or service by the consumer, this paper presents the results of a study that explores the profile of innovation adopters as possible moderator in the relationship between Perceived Value and Purchase Intention of portable electronics (smartphones, tablets, ultrabooks and readers of e-books). This is a quantitative survey with a sample of 350 respondents collected by snowball sampling on Facebook and later assessed by structural equation modeling (SEM). The results confirm the relationship of Perceived Value in Purchase Intent as well as sustain the moderating influence of the adopter's profile on this relationship. Among the antecedent variables related to the adoption of technology, it is noteworthy that the Perceived Ease of Use, Perceived Complexity and Risk Perceived no significant effect on the Perceived Value. Finally, the survey results indicate that organizations should seek to develop actions according to the different consumer profiles. |
publishDate |
2016 |
dc.date.none.fl_str_mv |
2016-11-25 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por Pares Peer-reviewed Article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12147 10.5585/remark.v15i4.3382 |
url |
https://periodicos.uninove.br/remark/article/view/12147 |
identifier_str_mv |
10.5585/remark.v15i4.3382 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12147/5792 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 15, n. 4 (2016): Edição Especial - Encontro de Marketing (EMA); 496-511 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
_version_ |
1822182662962413568 |
dc.identifier.doi.none.fl_str_mv |
10.5585/remark.v15i4.3382 |