Atitudes e inten??es de ado??o de internet m?vel: uma an?lise do comportamento do consumidor jovem adulto

• Ano de defesa: 2012
• Autor(a) principal: Silveira, Alexandre Borba da
• Orientador(a): Brasil, Vin?cus Sittoni
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontif?cia Universidade Cat?lica do Rio Grande do Sul
• Programa de Pós-Graduação: Programa de P?s-Gradua??o em Administra??o e Neg?cios
• Departamento: Faculdade de Administra??o, Contabilidade e Economia
• País: BR
• Palavras-chave em Português: ADMINISTRA??O; MARKETING; COMPORTAMENTO DO CONSUMIDOR; COMPORTAMENTO - PESQUISAS; TECNOLOGIA DA INFORMA??O; INTERNET; SISTEMAS DE COMUNICA??O M?VEL
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://tede2.pucrs.br/tede2/handle/tede/5646

Understanding the reasons and factors that influence consumer decisions in adopting or not a new technology is currently a fundamental issue from both the academic and well as the managerial point of view, and is the subject of various theoretical and empirical studies developed by several researchers and marketing professionals. In this context, the convergence between Internet and mobile phone technology is currently noticeable, and is providing various comforts and benefits that are attractive to current consumers and are objects of curiosity and desire for the young consumer, thus making a deeper understanding of their behavior necessary as it relates to their attitudes and intentions to adopt this new technology. Based on this central focus, this dissertation contextualize the background reasons for attitudes and intentions that explain the adoption of mobile Internet and the use of mobile phone technology on the part of young adult consumers. For this purpose the UTAUT (Unified Theory of Acceptance and Usage of Technology) model, originally developed by Venkatesh et al. (2003), modified and adjusted by Park et al. (2007) and Kim et al. (2007), was used, seeking to understand the adoption process of the young adult consumer by identifying previously occurring factors that determine their decision and the main consequences of that choice related to the mobile Internet. To accomplish this, a survey was completed with undergraduate students of a college located in the city of Porto Alegre, with an initial sample size of 307 responders where the data was analyzed using the Structural Equations Modeling method. The results confirmed 3 of the 5 hypothesis developed for the study, demonstrating that attitude has a direct impact and significant influence on the intentions of the young adult consumer in adopting a new technology. Also, based on the original constructs of UTAUT model of Venkatesh et al. (2003), only expected effort was confirmed along with the pleasure and fun construct, included in the study with the objective of providing a more ample analysis and discussion of the factors that influence these decisions. Based on these results, conclusions and contributions of general knowledge for academy and for management in the area of consumer behavior were developed, as well as observing its limitations and suggestions for future research.