Abstract
Innovative product adoption is a challenge for both organizations and marketing professionals. In order to identify gender differences related to the acceptance and adoption of new technologies in products, a survey sample of 212 university students was performed. The applied model was a combination of the Technology Acceptance Model (TAM) and the Theory of Reasoned Action (TRA), with five antecedents constructs (expressiveness, enjoyment, usefulness, ease of use, normative pressure) and two dependents constructs (attitude towards use and intention to use). Data was examined via exploratory factor analysis (KMO = 0.863; alphas between 0.722-0.838) and confirmatory factor analysis (RMSE = 0.058, ?²/gl = 1.66, NFI = 0.817 e NNFI = 0.903), each model having demonstrated to be a good fit. Structural models for male and female indicate that: attitude has a higher influence on intention for males; expressiveness has a higher influence on intention to use for women; usefulness has no effect on intention; the effect of ease of use and intention was stronger with women; and normative pressure does not affect intention to use. Such findings suggest that innovative strategies for female users should focus on ease of use and enjoyment, whereas for men, no significant correlations were made, indicating that further studies should be conducted.
Highlights
Observa-se que a atitude para o uso de novas tecnologias obteve média de 4,30 o que demonstra que as pessoas estão predispostas a utilizarem produtos com tecnologias inovadores
ACCEPTANCE AND ADPOTION OF NEW TECHNOLOGY PRODUCTS: MODERATING EFFECTS OF GENDER
Summary
Para compreender a adoção de novas tecnologias e, consequentemente, de produtos tecnológicos, a teoria comumente aceita é o Modelo de Aceitação Tecnológica (TAM), desenvolvido por Davis (Song, Parry, & Kawakami, 2009). Em contrapartida, Fitzmaurice (2005) argumenta que a Teoria da Ação Racional, desenvolvida por Fisbeinh e Ajzen (1975), tem servido de base para muitos estudos sobre as intenções dos consumidores e a forma como elas transformam-se em comportamentos. A ideia central da TAM é a de que a aceitação de novas tecnologias, por parte do usuário, ocorre em função de sua percepção quanto à facilidade e à utilidade desta tecnologia (Davis, 1989). Nesse sentido Davis (1989) afirmou que o comportamento do usuário para as intenções de uso de um sistema são determinadas por dois fatores: utilidade percebida (PU) e facilidade de uso percebida (PEOU). Em novas pesquisas Venkatesch e Davis (1996; 2000) concluíram que tanto a utilidade percebida quanto a facilidade de uso afetam diretamente a intenção e, desta forma, um novo construto foi incluído no modelo TAM. Esta relação foi comprovada em vários estudos, como os de Shurmer (1993); Westland (1992); Redmond (1991); Shankar e Bayus (2004)
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