CHARACTERIZATION OF CONSUMER PROFILES FOR PROVISION OF ADOPTION OF PRODUCTS AND SERVICES BASED TECHNOLOGY FROM THE USE OF THE GRADE OF MEMBERSHIP (GOM)
Autor(a) principal: | |
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Data de Publicação: | 2013 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REAd (Porto Alegre. Online) |
Texto Completo: | https://seer.ufrgs.br/index.php/read/article/view/39923 |
Resumo: | Against the steady progress of current technologies, as well as the remarkable emergence of new technologies, one of the primary challenges for companies that intend to develop products and services based on technology is to assure the adoption of those and guarantee consumers’ satisfaction. In spite of its importance, there are few investigations contemplating that thematic on the Brazilian context. Therefore, this work aimed at investigating how ready are the Brazilian consumers to adopt and use new technologies in their workplace and homes - delineating differentiated behaviors profiles. The research, which included 298 consumers - was based on the studies of Parasuraman (2000) and Parasuraman & Colby (2002), as well as on the Technology Readiness Index scale (TRI) developed by those authors. That scale was properly evaluated and adapted to the Brazilian context by Souza & Luce (2003). The data was analyzed by the use of a methodology that employed the Theory of Hazy Groups (Fuzzies) called Grade of Membership (GoM). The results indicated the portrayal of three types of respondents - lower, medium and high – accordingly to the disposition of adopting products and services based on technology. The conclusion was that research results can be important for different types/sizes of organizations, which currently face or will face, matters associated to technology when offering their products and services, as well as in interactions with customers. Furthermore, concerning the Grade of Membership method (GoM), it can be affirmed that it brings important contributions for marketing researchers, once it represents the progress of techniques usually employed in the identification of consumer profiles or consumer segments. |
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CHARACTERIZATION OF CONSUMER PROFILES FOR PROVISION OF ADOPTION OF PRODUCTS AND SERVICES BASED TECHNOLOGY FROM THE USE OF THE GRADE OF MEMBERSHIP (GOM)CARACTERIZACIÓN DE PERFILES DE CONSUMIDORES CUÁNTO A LA DISPOSICIÓN DE ADOPCIÓN DE PRODUCTOS Y SERVICIOS BASADOS EN TECNOLOGÍA A PARTIR DE LA UTILIZACIÓN DEL MÉTODO DE REJA OF MEMBERSHIP (GOM)CARACTERIZAÇÃO DE PERFIS DE CONSUMIDORES QUANTO À DISPOSIÇÃO DE ADOÇÃO DE PRODUTOS E SERVIÇOS BASEADOS EM TECNOLOGIA A PARTIR DA UTILIZAÇÃO DO MÉTODO DE GRADE OF MEMBERSHIP (GOM)Comportamento do consumidor de tecnologiaDisposição para a tecnologiaTechnology Readiness Index (TRI)Teoria de Conjunto NebulososGrade of Membership (GoM)The technology consumer's behaviorDisposition for technologyTechnology Readiness Index (TRI)Theory of Fuzzy SetsGrade of Membership (GoM)Comportamiento del consumidor de tecnologíaDisposición para la tecnologíaTechnology Readiness Index (TRI)Teoría de Conjunto NebulososReja of Membership (GoM)Against the steady progress of current technologies, as well as the remarkable emergence of new technologies, one of the primary challenges for companies that intend to develop products and services based on technology is to assure the adoption of those and guarantee consumers’ satisfaction. In spite of its importance, there are few investigations contemplating that thematic on the Brazilian context. Therefore, this work aimed at investigating how ready are the Brazilian consumers to adopt and use new technologies in their workplace and homes - delineating differentiated behaviors profiles. The research, which included 298 consumers - was based on the studies of Parasuraman (2000) and Parasuraman & Colby (2002), as well as on the Technology Readiness Index scale (TRI) developed by those authors. That scale was properly evaluated and adapted to the Brazilian context by Souza & Luce (2003). The data was analyzed by the use of a methodology that employed the Theory of Hazy Groups (Fuzzies) called Grade of Membership (GoM). The results indicated the portrayal of three types of respondents - lower, medium and high – accordingly to the disposition of adopting products and services based on technology. The conclusion was that research results can be important for different types/sizes of organizations, which currently face or will face, matters associated to technology when offering their products and services, as well as in interactions with customers. Furthermore, concerning the Grade of Membership method (GoM), it can be affirmed that it brings important contributions for marketing researchers, once it represents the progress of techniques usually employed in the identification of consumer profiles or consumer segments.Delante del constante avance de las tecnologías actuales, bien como de la notable emergencia de nuevas tecnologías, uno de los desafíos fundamentales para las empresas que pretenden desarrollar productos y servicios basados en tecnología es asegurar la adopción y la satisfacción por parte de los consumidores. A la despecho de su importancia, se percibe que existen todavía pocas investigaciones que contemplan esa temática en el contexto brasileño. Siendo así, este trabajo buscó investigar el quão listos los consumidores brasileños están para adopten y usen efectivamente nuevas tecnologías en el trabajo y en casa, delineando perfiles diferenciados de comportamientos. La investigación que envolvió 298 consumidores fue basada en estudios de Parasuraman (2000) y Parasuraman & Colby (2002) y en la escala desarrollada por esos autores que fue debidamente evaluada y adaptada al contexto brasileño por Souza & Luce (2003). Los dados habían sido analizados con la utilización de una metodología que utiliza la Teoría de Conjuntos Nebulosos (Fuzzys) denominada Reja of Membership (GOM). Los resultados habían indicado la caracterización de tres perfiles de respondentes - bajo, mediano y alto – con respecto a la disposición de adopción de productos y servicios basados en tecnología. Se concluyó que los resultados de la investigación pueden ser relevantes para organizaciones de varios portes y tipos que actualmente enfrentan o enfrentarán cuestiones enchufadas a la tecnología en el ofrecimiento de sus productos y servicios y en sus interacciones con los clientes. Además, en el tocante al método de Reja of Membership (GoM), se puede afirmar que él trae contribuciones importantes para los investigadores del área de Marketing, una vez que representa un avance de las técnicas normalmente utilizadas para la identificación de perfiles o segmentos de consumidores.Diante do constante avanço das tecnologias atuais, bem como da notável emergência de novas tecnologias, um dos desafios fundamentais para as empresas que pretendem desenvolver produtos e serviços baseados em tecnologia é assegurar a adoção e a satisfação por parte dos consumidores. À despeito de sua importância, percebe-se que existem ainda poucas investigações que contemplam essa temática no contexto brasileiro. Sendo assim, este trabalho procurou investigar o quão prontos os consumidores brasileiros estão para adotarem e usarem efetivamente novas tecnologias no trabalho e em casa, delineando perfis diferenciados de comportamentos. A pesquisa que envolveu 298 consumidores foi baseada em estudos de Parasuraman (2000) e Parasuraman & Colby (2002) e na escala desenvolvida por esses autores que foi devidamente avaliada e adaptada ao contexto brasileiro por Souza & Luce (2003). Os dados foram analisados com a utilização de uma metodologia que utiliza a Teoria de Conjuntos Nebulosos (Fuzzys) denominada Grade of Membership (GOM). Os resultados indicaram a caracterização de três perfis de respondentes - baixo, médio e alto – com relação à disposição de adoção de produtos e serviços baseados em tecnologia. Concluiu-se que os resultados da pesquisa podem ser relevantes para organizações de vários portes e tipos que atualmente enfrentam ou enfrentarão questões ligadas à tecnologia no oferecimento de seus produtos e serviços e nas suas interações com os clientes. Ademais, no tocante ao método de Grade of Membership (GoM), pode-se afirmar que ele traz contribuições importantes para os pesquisadores da área de Marketing, uma vez que representa um avanço das técnicas normalmente utilizadas para a identificação de perfis ou segmentos de consumidores.Universidade Federal do Rio Grande do Sul2013-05-13info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionscientific articlearticulo científicoAvaliado pelos paresartigo científicoapplication/pdfhttps://seer.ufrgs.br/index.php/read/article/view/39923Electronic Review of Administration; Vol. 13 No. 2 (2007): Edição 56 - mai/ago 2007; 325-345Revista Electrónica de Administración; Vol. 13 Núm. 2 (2007): Edição 56 - mai/ago 2007; 325-345Revista Eletrônica de Administração; v. 13 n. 2 (2007): Edição 56 - mai/ago 2007; 325-3451413-23111980-4164reponame:REAd (Porto Alegre. Online)instname:Universidade Federal do Rio Grande do Sul (UFRGS)instacron:UFRGSporhttps://seer.ufrgs.br/index.php/read/article/view/39923/25459de Rezende Pinto, MarceloRamos de Miranda Pereira, DanielleLemos da Silveira Santos, Leonardoinfo:eu-repo/semantics/openAccess2013-08-29T14:18:50Zoai:seer.ufrgs.br:article/39923Revistahttp://seer.ufrgs.br/index.php/read/indexPUBhttps://seer.ufrgs.br/read/oaiea_read@ufrgs.br1413-23111413-2311opendoar:2013-08-29T14:18:50REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS)false |
dc.title.none.fl_str_mv |
CHARACTERIZATION OF CONSUMER PROFILES FOR PROVISION OF ADOPTION OF PRODUCTS AND SERVICES BASED TECHNOLOGY FROM THE USE OF THE GRADE OF MEMBERSHIP (GOM) CARACTERIZACIÓN DE PERFILES DE CONSUMIDORES CUÁNTO A LA DISPOSICIÓN DE ADOPCIÓN DE PRODUCTOS Y SERVICIOS BASADOS EN TECNOLOGÍA A PARTIR DE LA UTILIZACIÓN DEL MÉTODO DE REJA OF MEMBERSHIP (GOM) CARACTERIZAÇÃO DE PERFIS DE CONSUMIDORES QUANTO À DISPOSIÇÃO DE ADOÇÃO DE PRODUTOS E SERVIÇOS BASEADOS EM TECNOLOGIA A PARTIR DA UTILIZAÇÃO DO MÉTODO DE GRADE OF MEMBERSHIP (GOM) |
title |
CHARACTERIZATION OF CONSUMER PROFILES FOR PROVISION OF ADOPTION OF PRODUCTS AND SERVICES BASED TECHNOLOGY FROM THE USE OF THE GRADE OF MEMBERSHIP (GOM) |
spellingShingle |
CHARACTERIZATION OF CONSUMER PROFILES FOR PROVISION OF ADOPTION OF PRODUCTS AND SERVICES BASED TECHNOLOGY FROM THE USE OF THE GRADE OF MEMBERSHIP (GOM) de Rezende Pinto, Marcelo Comportamento do consumidor de tecnologia Disposição para a tecnologia Technology Readiness Index (TRI) Teoria de Conjunto Nebulosos Grade of Membership (GoM) The technology consumer's behavior Disposition for technology Technology Readiness Index (TRI) Theory of Fuzzy Sets Grade of Membership (GoM) Comportamiento del consumidor de tecnología Disposición para la tecnología Technology Readiness Index (TRI) Teoría de Conjunto Nebulosos Reja of Membership (GoM) |
title_short |
CHARACTERIZATION OF CONSUMER PROFILES FOR PROVISION OF ADOPTION OF PRODUCTS AND SERVICES BASED TECHNOLOGY FROM THE USE OF THE GRADE OF MEMBERSHIP (GOM) |
title_full |
CHARACTERIZATION OF CONSUMER PROFILES FOR PROVISION OF ADOPTION OF PRODUCTS AND SERVICES BASED TECHNOLOGY FROM THE USE OF THE GRADE OF MEMBERSHIP (GOM) |
title_fullStr |
CHARACTERIZATION OF CONSUMER PROFILES FOR PROVISION OF ADOPTION OF PRODUCTS AND SERVICES BASED TECHNOLOGY FROM THE USE OF THE GRADE OF MEMBERSHIP (GOM) |
title_full_unstemmed |
CHARACTERIZATION OF CONSUMER PROFILES FOR PROVISION OF ADOPTION OF PRODUCTS AND SERVICES BASED TECHNOLOGY FROM THE USE OF THE GRADE OF MEMBERSHIP (GOM) |
title_sort |
CHARACTERIZATION OF CONSUMER PROFILES FOR PROVISION OF ADOPTION OF PRODUCTS AND SERVICES BASED TECHNOLOGY FROM THE USE OF THE GRADE OF MEMBERSHIP (GOM) |
author |
de Rezende Pinto, Marcelo |
author_facet |
de Rezende Pinto, Marcelo Ramos de Miranda Pereira, Danielle Lemos da Silveira Santos, Leonardo |
author_role |
author |
author2 |
Ramos de Miranda Pereira, Danielle Lemos da Silveira Santos, Leonardo |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
de Rezende Pinto, Marcelo Ramos de Miranda Pereira, Danielle Lemos da Silveira Santos, Leonardo |
dc.subject.por.fl_str_mv |
Comportamento do consumidor de tecnologia Disposição para a tecnologia Technology Readiness Index (TRI) Teoria de Conjunto Nebulosos Grade of Membership (GoM) The technology consumer's behavior Disposition for technology Technology Readiness Index (TRI) Theory of Fuzzy Sets Grade of Membership (GoM) Comportamiento del consumidor de tecnología Disposición para la tecnología Technology Readiness Index (TRI) Teoría de Conjunto Nebulosos Reja of Membership (GoM) |
topic |
Comportamento do consumidor de tecnologia Disposição para a tecnologia Technology Readiness Index (TRI) Teoria de Conjunto Nebulosos Grade of Membership (GoM) The technology consumer's behavior Disposition for technology Technology Readiness Index (TRI) Theory of Fuzzy Sets Grade of Membership (GoM) Comportamiento del consumidor de tecnología Disposición para la tecnología Technology Readiness Index (TRI) Teoría de Conjunto Nebulosos Reja of Membership (GoM) |
description |
Against the steady progress of current technologies, as well as the remarkable emergence of new technologies, one of the primary challenges for companies that intend to develop products and services based on technology is to assure the adoption of those and guarantee consumers’ satisfaction. In spite of its importance, there are few investigations contemplating that thematic on the Brazilian context. Therefore, this work aimed at investigating how ready are the Brazilian consumers to adopt and use new technologies in their workplace and homes - delineating differentiated behaviors profiles. The research, which included 298 consumers - was based on the studies of Parasuraman (2000) and Parasuraman & Colby (2002), as well as on the Technology Readiness Index scale (TRI) developed by those authors. That scale was properly evaluated and adapted to the Brazilian context by Souza & Luce (2003). The data was analyzed by the use of a methodology that employed the Theory of Hazy Groups (Fuzzies) called Grade of Membership (GoM). The results indicated the portrayal of three types of respondents - lower, medium and high – accordingly to the disposition of adopting products and services based on technology. The conclusion was that research results can be important for different types/sizes of organizations, which currently face or will face, matters associated to technology when offering their products and services, as well as in interactions with customers. Furthermore, concerning the Grade of Membership method (GoM), it can be affirmed that it brings important contributions for marketing researchers, once it represents the progress of techniques usually employed in the identification of consumer profiles or consumer segments. |
publishDate |
2013 |
dc.date.none.fl_str_mv |
2013-05-13 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion scientific article articulo científico Avaliado pelos pares artigo científico |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://seer.ufrgs.br/index.php/read/article/view/39923 |
url |
https://seer.ufrgs.br/index.php/read/article/view/39923 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://seer.ufrgs.br/index.php/read/article/view/39923/25459 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Federal do Rio Grande do Sul |
publisher.none.fl_str_mv |
Universidade Federal do Rio Grande do Sul |
dc.source.none.fl_str_mv |
Electronic Review of Administration; Vol. 13 No. 2 (2007): Edição 56 - mai/ago 2007; 325-345 Revista Electrónica de Administración; Vol. 13 Núm. 2 (2007): Edição 56 - mai/ago 2007; 325-345 Revista Eletrônica de Administração; v. 13 n. 2 (2007): Edição 56 - mai/ago 2007; 325-345 1413-2311 1980-4164 reponame:REAd (Porto Alegre. Online) instname:Universidade Federal do Rio Grande do Sul (UFRGS) instacron:UFRGS |
instname_str |
Universidade Federal do Rio Grande do Sul (UFRGS) |
instacron_str |
UFRGS |
institution |
UFRGS |
reponame_str |
REAd (Porto Alegre. Online) |
collection |
REAd (Porto Alegre. Online) |
repository.name.fl_str_mv |
REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS) |
repository.mail.fl_str_mv |
ea_read@ufrgs.br |
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1799766202992558080 |