Intenção de uso dos serviços de autoatendimento em telefonia celular

Autores/as

DOI:

https://doi.org/10.5902/1983465922122

Palabras clave:

Mídias Sociais, Comportamento do Consumidor, Cognição, Emoção, Tecnologias de Autoatendimento

Resumen

O objetivo deste estudo é propor um modelo para avaliação da intenção de adoção de uma nova tecnologia de atendimento ao consumidor, o SAC3C (Serviços Automáticos de Autoatendimento), analisando os efeitos que as percepções cognitivas e afetivas do consumidor sobre tecnologia juntamente com sua comunicação com pares em mídias sociais possuem sobre sua intenção de adotar serviços desta natureza. Um questionário online foi disponibilizado pela internet para uma base de 830.000 clientes de uma grande operadora de telefonia móvel, com 5.262 questionários válidos sendo obtidos como resposta. Por meio de modelagem de equações estruturais, as hipóteses do modelo foram testadas e os resultados apontam para a evidência da influência de aspectos cognitivos, afetivos e sociais sobre a intenção de um consumidor em adotar tecnologias de autoatendimento.

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Biografía del autor/a

Tito Mendes da Costa, Pontifícia Universidade Católica do Rio de Janeiro, Rio de Janeiro, RJ

Mestre pela PUC-Rio - Pontifícia Universidade Católica do Rio de Janeiro. Área de concentração em Marketing.

Jorge Brantes Ferreira, Pontifícia Universidade Católica do Rio de Janeiro, Rio de Janeiro, RJ

Prof. do Programa de Pós-Graduação em Administração da PUC-Rio. Atua nas áreas de inovação, marketing, marketing digital e gestão de tecnologias.

Angilberto Sabino de Freitas, Universidade Grande Rio, Rio de Janeiro, RJ

Prof. Adjunto do Programa de Pós-Graduação em Administração da Unigranrio. Atua nas áreas de estratégia, inovação, marketing e gestão de tecnologias.

Juliana Werneck Rodrigues, Pontifícia Universidade Católica do Rio de Janeiro, Rio de Janeiro, RJ

Mestre e doutoranda pela PUC-Rio - Pontifícia Universidade Católica do Rio de Janeiro. Area de concentração em Marketing

Fernanda Leão Ramos, Pontifícia Universidade Católica do Rio de Janeiro, Rio de Janeiro, RJ

Mestre pela PUC-Rio - Pontifícia Universidade Católica do Rio de Janeiro. Area de concentração em Marketing

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Publicado

2019-07-30

Cómo citar

Costa, T. M. da, Ferreira, J. B., Freitas, A. S. de, Rodrigues, J. W., & Ramos, F. L. (2019). Intenção de uso dos serviços de autoatendimento em telefonia celular. Revista De Administração Da UFSM, 12(3), 562–579. https://doi.org/10.5902/1983465922122

Número

Vol. 12 Núm. 3 (2019): Jul-Sep

Sección

Articles

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