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

Ano de publicación: 2022

Título do exemplar: Machine intelligence in marketing

Volume: 26

Número: 3

Tipo: Artigo

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

Outras publicacións en: Spanish journal of marketing-ESIC

Resumo

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.

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Fonte de datos: Dialnet