COMPREENSÃO DA SATISFAÇÃO E INTENÇÃO DE CONTINUIDADE DE USO DA TECNOLOGIA POR MEIO DO ÍNDICE DE PRONTIDÃO TECNOLÓGICA

• Published in: Innovation & management review Vol. 11; no. 3; p. 11
• Main Authors: Grohmann, Márcia Zampieri, Radons, Daiane Lindner, Battistella, Luciana Flores, Anschau, Thaís Pellegrin
• Format: Journal Article
• Language: Portuguese
• Published: Sao Paulo Emerald Group Publishing Limited 01-07-2014
• Subjects: Consumer behavior; Consumption; Customer satisfaction; Innovations; R&D; Research & development; Structural equation modeling; Studies; Technology adoption
• ISSN: 2515-8961

In the current context, there is a growing trend of highly sophisticated technology products for consumption. For this reason is necessary to investigate the consumers adoption of technologies. The present study aims to investigate the influence of technological readiness (optimism, innovativeness, discomfort and insecurity) on satisfaction and intent to continue to use technology. To this end, we conducted a descriptive study with 250 college students, using two theoretical models, the Technology Readiness Index (TRI), proposed by Parasuraman (2000) and the Post Acceptance Model (PAM) developed by Bhattacherjee (2001). The results, analyzed by Structural Equation Modeling showed that: optimism positively influences satisfaction and intention to continue; discomfort negatively impacts the intention of continuity; insecurity negatively influences satisfaction, and satisfaction is the antecedent of intention continuity. And that, contrary to what was expected, innovativeness has a significant relationship with the intention of continuity, but in reverse, ie, people with a high level of innovativeness tend not continue to use the technology. In short, the study found that the rate of ttechnological readiness is an antecedent of satisfaction and intention to continue to use technology.