Does the use of technology create technology engagement? Comparing three structural models

  1. Cristina Calvo-Porral 1
  2. Rogelio Pesqueira-Sanchez 1
  1. 1 Universidade da Coruña
    info

    Universidade da Coruña

    La Coruña, España

    ROR https://ror.org/01qckj285

Revista:
Spanish journal of marketing-ESIC

ISSN: 2444-9695,  2444-9709

Año de publicación: 2022

Título del ejemplar: Machine intelligence in marketing

Volumen: 26

Número: 3

Tipo: Artículo

DOI: 10.1108/SJME-03-2022-0033 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Spanish journal of marketing-ESIC

Resumen

Objetivo Algunos aspectos del comportamiento tecnológico permanecen sin aclarar, como la creación del uso e implicación hacia la tecnología. Así que abordamos la siguiente pregunta: ¿La implicación con la tecnología impulse su uso?, o ¿es el uso de la tecnología el que impulse la implicación?. Metodología Basándonos en la Teoría de los Usos y Gratificaciones se han comparado tres modelos alternativos que compiten entre sí para explicar el comportamiento tecnológico, en una muestra de 715 individuos utilizando el criterio de selección propuesto por Mathieson. Se presenta un análisis y una comparación exhaustive de tres modelos estructurales competitivos sobre el comportamiento tecnológico, que son “uso-e-implicación”, “uso-para-la implicación” e “implicación-para-el uso”. Resultados Los resultados muestran que el modelo “uso-e-implicación” proporciona la mejor explicación del comportamiento tecnológico y es superior para predecir el comportamiento tecnológico, lo que sugiere que tanto la implicación como el uso de la tecnología podrían considerarse como consecuencias. Originalidad Nuestra principal contribución es el análisis empírico de tres modelos estructurales competitivos y la selección del mejor de ellos para explicar el comportamiento tecnológico.

Referencias bibliográficas

  • Abassi, A.Z., Rehman, U., Fayyaz, M., Ting, D.H., Shah, M. and Fatima, R. (2022), “Using the playful consumption experience model to uncover behavioral intention to play multiplayer online battle arena (MOBA) games”, Data Technologies and Applications, Vol. 56 No. 2, pp. 223-246.
  • Agarwal, R. and Karahanna, E. (2000), “Time flies when you’re having fun: cognitive absorption and beliefs about information technology usage”, MIS Quarterly, Vol. 24 No. 4, pp. 665-694.
  • Alhassan, M.D., Kolog, E.A. and Boateng, R. (2020), “Effect of gratification on user attitude and continuance use of mobile payment services: a developing country context”, Journal of Systems and Information Technology, Vol. 22 No. 4, pp. 351-378.
  • Azer, J., Blasco-Arcas, L. and Harrigan, P. (2021), “Covid-19: forms and drivers of social media users’ engagement behavior toward a global crisis”, Journal of Business Research, Vol. 135, pp. 99-111.
  • Baldus, B.J., Voorhees, C. and Calantone, R. (2015), “Online brand community engagement: scale development and validation”, Journal of Business Research, Vol. 68 No. 5, pp. 978-985.
  • Ball, C., Huang, K.-T. and Francis, J. (2021), “Virtual reality adoption during the COVID-19 pandemic: a uses and gratifications perspective”, Telematics and Informatics, Vol. 65, p. 101728.
  • Barta, S., Flavián, C. and Gurrea, R. (2021), “Managing consumer experience and online flow: differences in handheld devices vs PCs”, Technology in Society, Vol. 64, p. 101525.
  • Baumgartner, H. and Homburg, C. (1996), “Applications of structural equation modelling in marketing and consumer research: a review”, International Journal of Research in Marketing, Vol. 13 No. 2, pp. 139-161.
  • Bowden, J. (2009), “Customer engagement: a framework for assessing customer-brand relationships: the case of the restaurant industry”, Journal of Hospitality Marketing and Management, Vol. 18 No. 6, pp. 574-596.
  • Brodie, R.J., Fehrer, J.A., Jaakkola, E. and Conduit, J. (2019), “Actor engagement in networks: defining the conceptual domain”, Journal of Service Research, Vol. 22 No. 2, pp. 173-188.
  • Camilleri, M.A. and Falzon, L. (2021), “Understanding motivations to use online streaming services: integrating the technology acceptance model (TAM) and the uses and gratifications theory (UGT)”, Spanish Journal of Marketing – ESIC, Vol. 25 No. 2, pp. 216-236.
  • Chung, J. and Tan, F.B. (2004), “Antecedents of perceived playfulness: an exploratory study on user acceptance of general information-searching websites”, Information and Management, Vol. 41 No. 7, pp. 869-881.
  • Csikszentmihalyi, M. (1993), The Evolving Self, a Psychology for the Third Millennium, Harper Collins Publishers, New York, NY.
  • Davis, F.D. (1989), “Perceived usefulness, perceived ease of use, and user acceptance of information technology”, MIS Quarterly, Vol. 13 No. 3, pp. 319-340.
  • Davis, F.D., Bagozzi, P. and Warshaw, P. (1992), “Extrinsic and intrinsic motivation to use computers in the workplace”, Journal of Applied Social Psychology, Vol. 22 No. 14, pp. 1111-1132.
  • De Wulf, K., Schillewaert, N., Muylle, S. and Rangarajan, D. (2006), “The role of pleasure in website success”, Information and Management, Vol. 43 No. 4, pp. 434-446.
  • Dhir, A., Chen, G.M. and Chen, S. (2017), “Why do we tag photographs on facebook? Proposing a new gratifications scale”, New Media and Society, Vol. 19 No. 4, pp. 502-521.
  • Dolan, R., Conduit, J., Fahy, J. and Goodman, S. (2016), “Social media engagement behavior: a uses and gratifications perspective”, Journal of Strategic Marketing, Vol. 24 Nos 3/4, pp. 261-277.
  • Flavián, C. and Gurrea, R. (2007), “Perceived substitutability between digital and physical channels: the case of newspapers”, Online Information Review, Vol. 31 No. 6, pp. 793-813.
  • Flavián, C., Ibáñez-Sánchez, S. and Orús, C. (2019), “Integrating virtual reality devices into the body: effects of technological embodiment on customer engagement and behavioral intentions toward the destination”, Journal of Travel and Tourism Marketing, Vol. 36 No. 7, pp. 847-863.
  • Flavián, C., Ibáñez-Sánchez, S. and Orús, C. (2021), “Impacts of technological embodiment through virtual reality on potential guests’ emotions and engagement”, Journal of Hospitality Marketing & Management, Vol. 30 No. 3, pp. 1-20.
  • Florenthal, B. (2019), “Young consumers’ motivational drivers of brand engagement behavior on social media sites: a synthesized U&G and TAM framework”, Journal of Research in Interactive Marketing, Vol. 13 No. 3, pp. 351-391.
  • Fornell, C. and Larcker, D.F. (1981), “Evaluating structural equation models with unobservable variables and measurement error”, Journal of Marketing Research, Vol. 18 No. 1, pp. 39-50.
  • Gan, C. and Li, H. (2018), “Understanding the effects of gratifications on the continuance intention to use WeChat in China: a perspective on uses and gratifications”, Computers in Human Behavior, Vol. 78, pp. 306-315.
  • Hair, J.F., Anderson, R.E., Tatham, R.L. and Black, W.C. (2010), Multivariate Data Analysis, Prentice-Hall, Upper Saddle River, NJ.
  • Harman, H.H. (1976), Modern Factor Analysis, 3rd ed., University of Chicago Press, Chicago, IL.
  • Hill, R. (2017), “Embracing digital: key considerations for publishers, marketers and customers”, Information Services and Use, Vol. 37 No. 3, pp. 349-354.
  • Hollebeek, L.D. (2011), “Demystifying customer brand engagement: exploring the loyalty nexus”, Journal of Marketing Management, Vol. 27 Nos 7/8, pp. 785-807.
  • Hollebeek, L.D., Sprott, D.E., Andreassen, T.W., Costley, C., Klaus, P., Kuppelwieser, V., Karahasanovic, A., Taguchi, T., Islam, J.U. and Rather, R.A. (2019), “Customer engagement in evolving technological environments: synopsis and guiding propositions”, European Journal of Marketing, Vol. 53 No. 9, pp. 2018-2023.
  • Howe, N. and Strauss, W. (2003), Millennials Go to College: Strategies for a New Generation on Campus: Recruiting and Admissions, Campus Life and the Classroom, American Association of Collegiage Registrars, Washington, DC.
  • Hung, S.-Y. and Chang, C.-M. (2005), “User acceptance of WAP services: test of competing theories”, Computer Standards and Interfaces, Vol. 27 No. 4, pp. 359-370.
  • Hwang, Y., Kim, H. and Jeong, S.H. (2014), “Why do media users multitask?: motives for general, medium-specific, and content-specific types of multitasking”, Computers in Human Behavior, Vol. 36 No. 4, pp. 542-548.
  • Jarvenpaa, S. and Todd, P.A. (1997), “Consumer reactions to electronic shopping on the world wide web”, International Journal of Electronic Commerce, Vol. 1 No. 2, pp. 59-88.
  • Joreskog, K.G. and Sorbom, D. (1993), Lisrel 8: Structural Equation Modelling with the SIMPLIS Command Language, Earbaum, Hillsdale, NJ.
  • Jung, Y., Perez-Mira, B. and Wiley-Patton, S. (2009), “Consumer adoption of mobile TV: examining psychological flow and media content”, Computers in Human Behavior, Vol. 25 No. 1, pp. 123-129.
  • Kang, M. and Atkin, D. (1999), “Exploring the role of media uses and gratifications in multimedia cable adoption”, Telematics and Informatics, Vol. 16 Nos 1/2, pp. 59-74.
  • Katz, E., Blumler, J.G. and Gurevitch, M. (1974), “Utilization of mass communication by the individual”, in Blumler, J.G. and Katz, E. (Eds), The uses of mass communications: current perspectives on gratifications research, Sage Publishing, Beverly Hills, CA.
  • Kaur, P., Dhir, A., Chen, S., Malibari, A. and Almotairi, M. (2020), “Why do people purchase virtual goods? A uses and gratification (U&G) theory perspective”, Telematics and Informatics, Vol. 53, p. 101376.
  • Kim, C., Oh, E. and Shin, N. (2010), “An empirical investigation of digital content characteristics, value and flow”, Journal of Computer Information Systems, Vol. 2 No. 2, pp. 79-87.
  • Koufaris, M. (2002), “Applying the technology acceptance model and flow theory to online consumer behaviour”, Information Systems Research, Vol. 13 No. 2, pp. 205-223.
  • Li, H., Liu, Y., Xu, X., Heikkila, J. and Van der Heijden, H. (2015), “Modelling hedonic is continuance through the uses and gratifications theory: an empirical study in online games”, Computers in Human Behavior, Vol. 48, pp. 261-272.
  • Lim, J.-S., Al-Aali, A., Heinrichs, J.H. and Lim, K.-S. (2013), “Testing alternative models of individuals’ social media involvement and satisfaction”, Computers in Human Behavior, Vol. 29 No. 6, pp. 2816-2828.
  • Lin, T.T., Paragas, F. and Bautista, J.R. (2016), “Determinants of mobile consumers’ perceived value of location-based advertising and user responses”, International Journal of Mobile Communications, Vol. 14 No. 2, pp. 99-117.
  • Lin, W.-S., Chen, H.-R., Lee, T.S.-H. and Feng, J.Y. (2019), “Role of social anxiety on high engagement and addictive behavior in the context of social networking sites”, Data Technologies and Applications, Vol. 53 No. 2, pp. 156-170.
  • Liu, W. and Shih, H.P. (2021), “How do search-based and experience-based information matter in the evaluation of user satisfaction? The case of TripAdvisor”, Aslib Journal of Information Management, Vol. 73 No. 5, pp. 659-678.
  • Lou, M., Chea, S. and Chen, J. (2011), “Web-based information service adoption: an comparison of the motivational model and the uses and gratifications theory”, Decision Support Systems, Vol. 51 No. 1, pp. 21-30.
  • Luo, M.M. and Remus, W. (2014), “Uses and gratifications and acceptance of web-based information services: an integrated model”, Computers in Human Behavior, Vol. 38, pp. 281-295.
  • McQuail, D. (1983), Mass Communication Theory: An Introduction, Sage, London.
  • Mathieson, K. (1991), “Predicting user intentions: comparing the technology acceptance model with the theory of planned behaviour”, Information Systems Research, Vol. 2 No. 3, pp. 173-191.
  • Novak, T.P., Hoffman, D.L. and Yung, Y. (2000), “Measuring the customer experience in online environment: a structural modelling approach”, Marketing Science, Vol. 19 No. 1, pp. 22-42.
  • O’Brien, H.L. (2016), “Theoretical perspectives on user engagement”, in O’Brien, H. and Cairns, P. (Eds), Why Engagement Matters: Cross-Disciplinary Perspectives and Innovations on User Engagement in Digital Media, Springer, Switzerland, pp. 1-26.
  • Rathnayake, C. and Winter, J.S. (2018), “Carrying forward the uses and Grats 2.0 agenda: an affordance-driven measure of social media uses and gratifications”, Journal of Broadcasting and Electronic Media, Vol. 62 No. 3, pp. 371-389.
  • Rauschnabel, P.A. (2018), “Virtually enhancing the real world with holograms: an exploration of expected gratifications of using augmented reality smart glasses”, Psychology and Marketing, Vol. 35 No. 8, pp. 557-572.
  • Rauterberg, M. (2004), “Positive effects of entertainment technology on human behaviour”, Building the Information Society, Vol. 1, pp. 51-58.
  • Ray, A., Dhir, A., Kumar, P. and Kaur, P. (2019), “Why do people use food delivery apps (FDA)? A uses and gratification theory perspective”, Journal of Retailing and Consumer Services, Vol. 51, pp. 221-230.
  • Rosengren, K.E., Palmgreen, P., Wenner, L.A. and Rayburn, J.D. (1985), “Uses and gratification research: the past ten years”, Media Gratifications Research: Current Perspectives, Sage, Newbury Park, CA.
  • Sharafi, P., Hedman, L. and Montgomery, H. (2006), “Using information technology: engagement modes, flow experience and personality orientations”, Computers in Human Behavior, Vol. 22 No. 5, pp. 899-916.
  • Skadberg, Y.X. and Kimmel, J.R. (2004), “Visitors’ flow experience while browsing a web site: its measurement, contributing factors and consequences”, Computers in Human Behavior, Vol. 20 No. 3, pp. 403-422.
  • Stafford, T.F., Stafford, M.R. and Schkade, L.L. (2004), “Determining uses and gratifications for the internet”, Decision Sciences, Vol. 35 No. 2, pp. 259-288.
  • Sun, J., Sheng, D., Gu, D., Du, J.T. and Min, C. (2017), “Understanding link sharing tools continuance behavior in social media”, Online Information Review, Vol. 41 No. 1, pp. 119-133.
  • Sundar, S.S. and Limperos, A.M. (2013), “Uses and grats 2.0: new gratifications for new media”, Journal of Broadcasting and Electronic Media, Vol. 57 No. 4, pp. 504-525.
  • Taherdoost, H. (2018), “A review of technology acceptance and adoption models and theories”, Procedia Manufacturing, Vol. 22, pp. 960-967.
  • Van Doorn, J., Lemon, K.N., Mittal, V., Nass, S., Pick, D., Pirner, P. and Verhoef, P.C. (2010), “Customer engagement behavior: theoretical foundations and research directions”, Journal of Service Research, Vol. 13 No. 3, pp. 253-266.
  • Venkatesh, V., Morris, M.G., Davis, G.B. and Davis, F.D. (2003), “User acceptance of information technology: toward a unified view”, MIS Quarterly, Vol. 27 No. 3, pp. 425-478.
  • Zong, W., Yang, J. and Bao, Z. (2019), “Social network fatigue affecting continuance intention of social networking services”, Data Technologies and Applications, Vol. 53 No. 1, pp. 123-139.
Fuente de los datos: Dialnet