CONSUMPTION OF TECHNOLOGICAL PRODUCS: FUNCTIONALITY TO STATUS

• Autor(a) principal: Silva, Lucas Emmanuel Nascimento
• Data de Publicação: 2020
• Outros Autores: Gomes Neto, Manoel Bastos, Grangeiro, Rebeca da Rocha, Carneiro, Jailson Santana
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Marketing & Tourism Review
• Texto Completo: https://revistas.face.ufmg.br/index.php/mtr/article/view/5653
• topic: Consumo de Status; Inovatividade; Consumo de Produtos Tecnológicos; Comportamento do Consumidor; Consumo Simbólico; Status Consumption; Innovativeness; Consumption of Technological Products; Consumer Behavior; Symbolic Consumption.

This article aims at determining the relationship between status consumption and the degree of innovation adoption. For this goal, we used the domain-specific innovativeness scale (1991) and the status consumption scale (1999), the latter divided into three constructs: sociability, status consumption and nonfunctional. The survey was conducted through a questionnaire. The sample was composed of 822 students from public and private high schools and colleges. The results found show a strong relationship between innovativeness and status consumption (R² = 0,112, p<0,05), innovativeness and sociability (R² = 0,015, p<0,05) and innovativeness and nonfunctional (R² = 0,097, p<0,05). The results indicate that: 1) Innovative consumers are highly integrated with social groups. 2) Innovative consumers are more concerned about the symbolic aspects of the goods. 3) Innovative consumers seek in new technological products a way of obtaining and showing status for their surroundings.