Intenção de uso dos serviços de autoatendimento em telefonia celular
DOI:
https://doi.org/10.5902/1983465922122Parole chiave:
Mídias Sociais, Comportamento do Consumidor, Cognição, Emoção, Tecnologias de AutoatendimentoAbstract
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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