RESUMO
This paper examines the intention to use m-commerce in low-income consumers in Ecuador by expanding the original unified theory of acceptance and use of technology (UTAUT2) model to include the trust and perceived security constructs. A total of 344 Ecuadorians were surveyed according to the following criteria: 1) had made at least one purchase through their mobile device in the last month and, 2) belonged to the low and medium-low socioeconomic segment of the selected country. The results showed that facilitating conditions, hedonic motivation, habit, and perceived trust significantly and positively predict the intention to use m-commerce. The best predictor was facilitating conditions followed by perceived trust. Contrary to expectations, performance expectancy, social influence, and perceived security did not significantly affect low-income consumers' intention to use m-commerce. This study produced diverging results in significant constructs used to validate the UTAUT2, highlighting the need to examine this model in different countries further. The relationships of the core constructs of UTAUT2 vary according to the country studied, possibly due to differences in national culture and economic development that could moderate the impact of explanatory constructs of technology adoption.
RESUMO
We introduce a novel methodology to assess the influence of the emotion induced by listening to music on the consumer's multisensory tasting experience. These crossmodal effects were analyzed when two contrasting music tracks (positive vs negative emotion) were presented to consumers while tasting beer. The results suggest that the emotional reactions triggered by the music influenced specific aspects of the multisensory tasting experience. Participants liked the beer more, and rated it as tasting sweeter, when listening to music associated with positive emotion. The same beer was rated as more bitter, with higher alcohol content, and as having more body, when the participants listened to music associated with negative emotion. Moreover, participants were willing to pay 7-8% more for the beer that was tasted while they listened to positive music. This novel methodology was subsequently replicated with two different styles of beer. These results are discussed along with practical implications concerning the way in which music can add significant value to how a consumer responds to a brand.
Assuntos
Percepção Auditiva/fisiologia , Comportamento do Consumidor , Emoções/fisiologia , Música , Percepção Gustatória/fisiologia , Paladar/fisiologia , Adolescente , Adulto , Idoso , Feminino , Humanos , Masculino , Pessoa de Meia-Idade , Adulto JovemRESUMO
Las investigaciones sobre los consumidores de bajos ingresos (CBI) se han centrado en sus conductas y sólo excepcionalmente en las atribuciones de otros grupos de la sociedad acerca de estos consumidores. A pesar de las implicaciones que los rasgos atribuidos a estos sectores de la población puedan tener para modificar su condición, las investigaciones se han realizado en contextos donde este sector es minoritario y con muestras de escasa influencia política o económica. En este trabajo se presenta el desarrollo de un instrumento para medir las atribuciones acerca de los CBI en una muestra políticamente relevante y su análisis psicométrico correspondiente. Se realizó un estudio de campo y se aplicó la escala a una muestra piloto elegida de manera intencional de 204 estudiantes de posgrado, elegidos intencionalmente según ocuparan posiciones de gerencia media en organizaciones que estuviesen llevando a cabo iniciativas de negocio dirigidas a CBI. La muestra final estuvo constituida por 370 estudiantes con las mismas características de los seleccionados para la prueba piloto. El análisis psicométrico revela una alta consistencia interna de la versión final del instrumento (Alfa= 0,89) y una solución factorial compuesta por dos dimensiones: sociabilidad y emprendimiento que fueron atribuidos en forma moderada a los CBI. Adicionalmente, se encontraron correlaciones significativas entre la edad y la dimensión sociabilidad de las atribuciones acerca de los CBI, entre el sexo y la dimensión emprendimiento, y entre las creencias individuales acerca de las causas de la pobreza y ambas dimensiones de las atribuciones acerca de los CBI.
Research on low-income consumers (LIC) has focused on their behaviors, and only exceptionally on what other social groups attribute to those consumers. Notwithstanding the implications which attributed features may have for changing the conditions of such consumers, research has been made in contexts where LICs are minority and with samples composed of subjects with low politic or economic influence. This article presents the development of scale for measuring attributions about LICs using a politically relevant sample. We conducted a field study and applied the scale to a pilot sample of 204 graduated students, occupying middle management positions in organizations that were working on business initiatives aimed at LICs. The final sample consisted of 370 graduated students, with the same characteristics of those chosen for the pilot sample. Psychometric analysis revealed high internal consistency of the final version of the instrument (alpha = 0.89) and a factor solution comprising two dimensions: sociability and entrepreneurship moderately attributed to LICs. Additionally, significant correlations were found between age and sociability, between sex and entrepreneurship, and between individual beliefs about the causes of poverty and both dimensions of attributions about LICs.
RESUMO
Este trabajo reporta una revisión de las investigaciones realizadas acerca de las percepciones sobre los pobres y la pobreza. Para tal fin, se llevó a cabo una revisión cuantitativa que consistió en la búsqueda sistemática en bases de datos internacionales (Ebsco, Proquest, Redalyc, Dialnet, Wiley Interscience, Psycnet, Psycinfo, Psycarticles y Sage) de artículos publicados en el período comprendido entre enero de 1970 y abril de 2009. Los artículos seleccionados exploran la forma en que varios sectores de la población perciben la pobreza y sus actores, a partir del análisis de variables como atribuciones, creencias, percepciones, explicaciones. Los resultados muestran que la mayoría de las investigaciones han sido llevadas a cabo en países desarrollados, o localidades donde los pobres no representan la mayor proporción de la población, y con muestras de estudiantes y comunidades que no tienen incidencia directa en las políticas públicas o iniciativas privadas para mejorar la calidad de vida de estas personas.
This paper reports a review of studies of perceptions about poverty and the poor. The method consist in a quantitative review based on a systematic search in international databases (Ebsco, Proquest, Redalyc, Dialnet, Wiley Interscience, Psycnet, Psycinfo, Psycarticles and Sage) of randomized studies, published from January 1970 to April 2009, that attempt to explore how different social groups perceived poverty and poor from the analysis of variables such as attributions, beliefs, perceptions, and explanations. Results show that most researches have been carried out in developed countries, or zones where poor people do not represent the largest proportion of the population, and with samples of students and communities that have not effect on public policies or private initiatives to improve the quality of lives of these people.
RESUMO
La investigación tuvo como propósito examinar las relaciones entre patrón de conducta, locus de control, nivel socioeconómico, nivel educativo, sexo, condición laboral con los componentes del significado del trabajo. La muestra fue de 300 personas con edades entre 20-40 años. Se encontró que los empleados otorgan gran importancia al trabajo en su vida. Pero es la familia la que ocupa el primer lugar. El resultado más valorado del trabajo son los ingresos obtenidos. Son los empleados informales los que atribuyen mayor importancia a ésta característica del trabajo. Los empleados alternativos y formales dan mayor importancia a la oportunidad de aprender cosas nuevas, estabilidad en el empleo y buenas condiciones físicas.(AU)
Research had the purpose of examining the relations between behaviour pattern, external locus of control, socio-economical level, educational level, sex, work condition and the components of the meaning of working. Sample was composed of 300 individuals with 20-40 years. One found that workers do give great importance to work in their lives, but if compared to other issues family came as the most important issue for them. Furthermore, the most valued result of work is the income obtained. Informal workers attributed more importance to this result of work. Alternative and formal employees give more importance to opportunity of learning new things, stability of work and having good physical conditions.(AU)