O IMPACTO DA INFLUÊNCIA SOCIAL SOBRE A INTENÇÃO DE USO DE SITES DE COMPRAS COLETIVAS: UM ESTUDO BASEADO NO MODELO UTAUT

A aceitação e o uso de Tecnologia da Informação (TI) pelo indivíduo têm sido estudadas por diferentes modelos conceituais que, em geral, derivaram de teorias da Psicologia como a TRA Theory of Reasoned Action e a TPB Theory of Planned Behavior, derivada da primeira. Um importante modelo de análise dai derivado, resultado da minuciosa análise de outros 8 modelos anteriores, o UTAUT - Unified Theory of Acceptance and Use of Technology de VENKATESH et. al. (2003) tem sido largamente analisado e validado em vários cenários de tecnologia e ambientes. Este trabalho visa compreender de uma maneira mais ampla dos fatores antecedentes da intenção de uso e comportamento de uso a partir do modelo UTAUT, bem como os fatores que melhores explicam a intenção e o comportamento de uso, assim como a análise de seus moderadores. Em seu desenvolvimento, Venkatesh et al. empreenderam comparações em três etapas de implantação e em dois cenários: na adoção mandatória, aquela em que se deu em ambiente empresarial onde o sistema é requerido para execução de processos e tomada de decisões, e na adoção voluntária, cenário em que a adoção se dá pelo indivíduo. No segundo caso, os autores concluíram que o fator influência social tem baixa magnitude e significância, não se revelando um fator importante na adoção da tecnologia. Este trabalho visa analisar também se o mesmo fenômeno ocorre para adoção que se dá de forma voluntária, mas passível de ser altamente influenciada pelos laços sociais, como o que ocorre entre usuários das redes sociais como Orkut, Facebook, Twitter e Linkedin, especialmente em tecnologias que habilitam ganhos associados ao exercício desses laços, como no caso do uso de sites de compras coletivas tais como Peixe Urbano, Groupon e Clickon. Com base no modelo UTAUT, foi aplicada uma pesquisa e posteriormente foram analisados os resultados de 292 respondentes validados que foram acessados por e-mails e redes sociais. A técnica de análise empregada consistiu do uso de modelagem por equações estruturais, com base no algoritmo PLS Partial Least Square, com bootstrap de 1000 reamostragens. Os resultados demonstraram alta magnitude e significância preditiva sobre a Intenção de uso da tecnologia pelos fatores de Expectativa de Desempenho (0,288@0,1%), Influência Social (0,176@0,1%). Os primeiro, compatível com estudos anteriores. Já a magnitude e significância do último fator resultou amplamente superior ao estudo original de Venkatesh et al. (2003) variando entre 0,02 a 0,04, não significante, dependendo dos dados estarem agrupados ou não (p.465). A principal conclusão deste estudo é que, ao considerarmos o fenômeno das compras coletivas, em um ambiente de adoção voluntária, portanto, o fator social é altamente influente na intenção de uso da tecnologia, o que contrasta fortemente com o estudo original do UTAUT (já que no estudo de Venkatesh et al. (2003) este fator não foi significante) e apresenta várias possibilidades de pesquisas futuras e possíveis implicações gerenciais.

ESTUDO DA ADOÇÃO INDIVIDUAL DA REDE SOCIAL PROFISSIONAL LINKEDIN

A intenção de rotatividade refere-se à probabilidade de os indivíduos deixarem o seu trabalho atual. Este tema se tornou relevante para as organizações por ser um potencial problema que pode afetar a competitividade das organizações, entre outros motivos. Acredita-se que alguns dos indivíduos com intenção de rotatividade possivelmente buscam meios de comunicação, novas tecnologias, como a rede social profissional LinkedIn objetivando disseminar suas informações profissionais, localizar oportunidades profissionais, obter mais contatos e informações sobre o mercado de trabalho, entre outras possibilidades. Desse modo, a intenção de rotatividade pode ser avaliada como um fator antecedente à adoção individual da rede social profissional LinkedIn. Este estudo analisou os fatores antecedentes que podem influenciar a intenção de uso e o comportamento de uso da rede social profissional LinkedIn, apoiando-se na perspectiva teórica da Teoria Unificada de Aceitação e Uso da Tecnologia (UTAUT), de Venkatesh et al (2003), e na escala de intenção de rotatividade, de Siqueira et al (2014) e Van Dam (2008). A pesquisa fundamenta-se em uma abordagem de investigação quantitativa na qual os dados foram coletados por meio de um instrumento de pesquisa com a obtenção de 292 questionários respondidos, o que possibilitou a validação dos relacionamentos entre os construtos componentes do modelo de pesquisa desenvolvido para o estudo da adoção individual da rede social profissional LinkedIn. Para realizar o teste das hipóteses do estudo, procedeu-se a análise de equações estruturais, com base no PLS-PM (Partial Least Squares Path Modeling) a partir do qual foram apresentadas medidas satisfatórias para os construtos investigados e o modelo proposto, sendo significativas todas as relações entre os construtos. Os resultados obtidos por esta pesquisa confirmam a influência dos fatores antecedentes Expectativa de Desempenho, Expectativa de Esforço, Influência Social e Intenção de Rotatividade na intenção de uso da rede social profissional LinkedIn. O estudo concluiu que Expectativa de Desempenho revelou-se o fator que mais influencia na intenção de uso do LinkedIn, pois há a percepção de que ao utilizar o LinkedIn pode-se obter benefícios profissionais, entre outros aspectos. O segundo fator que apresentou maior influência na intenção de uso do LinkedIn foi a intenção de rotatividade, uma vez que alguns dos indivíduos, ao adotarem o LinkedIn, provavelmente tendem a mostrar para as outras pessoas/organizações interessadas quais são os seus talentos, suas experiências, competências, além de obter mais contatos, entre outros motivos. Já a Expectativa de Esforço demonstrou que alguns indivíduos percebem que é fácil a interação desta tecnologia. A Influência Social constatou que existe a percepção dos indivíduos quanto à influência da sua rede de contatos na intenção de uso do LinkedIn.

The effects of caffeine consumption on direct and indirect majority and minority influence

A study is reported that examines the effect of caffeine consumption on majority and minority influence. In a double blind procedure, 72 participants consumed an orange drink, which either contained caffeine (3.5mg per kilogram of body weight) or did not (placebo). After a 40-minute delay, participants read a counter-attitudinal message (antivoluntary euthanasia) endorsed by either a numerical majority or minority. Both direct (message issue, i.e., voluntary euthanasia) and indirect (message issue-related, i.e., abortion) change was assessed by attitude scales completed before and after exposure to the message. In the placebo condition, the findings replicated the predictions of Moscovici's (1980) conversion theory; namely, majorities leading to compliance (direct influence) and minorities leading to conversion (indirect influence). When participants had consumed caffeine, majorities not only led to more direct influence than in the placebo condition but also to indirect influence. Minorities, by contrast, had no impact on either level of influence. The results suggest that moderate levels of caffeine increase systematic processing of the message but the consequences of this vary for each source. When the source is a majority there was increased indirect influence while for a minority there was decreased indirect influence. The results show the need to understand how contextual factors can affect social influence processes.

Uncertainty and the influence of group norms in the attitude-behaviour relationship

Two studies were conducted to examine the impact of subjective uncertainty on conformity to group norms in the attitude-behaviour context. In both studies, subjective uncertainty was manipulated using a deliberative mindset manipulation (McGregor, Zanna, Holmes, & Spencer, 2001). In Study 1 (N = 106), participants were exposed to either an attitude-congruent or an attitude-incongruent in-group norm. In Study 2(N = 83), participants were exposed to either a congruent, incongruent, or an ambiguous in-group norm. Ranges of attitude-behaviour outcomes, including attitude-intention consistency and change in attitude-certainty, were assessed. In both studies, levels of group-normative behaviour varied as a function of uncertainty condition. In Study 1, conformity to group norms, as evidenced by variations in the level of attitude-intention consistency, was observed only in the high uncertainty condition. In Study 2, exposure to an ambiguous norm had different effects for those in the low and die high uncertainty conditions. In the low uncertainty condition, greatest conformity was observed in the attitude-congruent norm condition compared with an attitude-congruent or ambiguous norm. In contrast, individuals in the high uncertainty condition displayed greatest conformity when exposed to either an attitude-congruent or an ambiguous in-group norm. The implications of these results for the role of subjective uncertainty in social influence processes are discussed. © 2007 The British Psychological Society.

Imagining oneself in a stereotyped role may stifle generalized tendencies to support social change

Imagining oneself in a stereotyped role may not only increase women's endorsement of stereotypes about women and science, but also stifle broader concerns about social change. In the experiment, 81 women imagined themselves on a stereotypical or a counter-stereotypical career path (vs. a control condition). Participants in the stereotypical imagery condition endorsed to a higher extent the stereotypes about women and science, and crucially, were more resistant to social change in general. Stereotype endorsement mediated the relationship between exposure to stereotypes and resistance to social change. Results imply that tackling occupational gender stereotypes is crucial not only because they exclude women from male-dominated careers, but also because of a potentially pervasive negative impact on broader egalitarian concerns.

"Lájk első látásra?" – Mi inspirálja a márkák kedvelését az online térben, kis vendéglátóhelyek esetében? ("Like at first sight?" – What inspires liking brands in online social media in the case of small catering establishments?)

A márkatulajdonosok számára elsődleges fontosságú, hogy feltérképezzék saját márkaközösségüket, ezáltal is elősegítve a közösségi fókuszú kommunikációs tevékenységüket. Különösen igaz ez a jellemzően kis- és középvállalati formában működő vendéglátóhelyek számára, ahol a közösségi média sokszor az egyetlen rendelkezésre álló marketingkommunikációs eszköz. Empirikus kutatásunkban fogyasztói narratívákat (n=151) elemzünk a tartalomelemzés módszertanával. A válaszadókat arra kértük, hogy írjanak kedvenc vendéglátóhelyükkel való kapcsolatukról az online térben. Elemzésünkben arra keressük a választ, hogy a márkaközösségek tagjai milyen belső indíttatásból kerültek kapcsolatba kedvenc vendéglátóhelyeikkel a közösségi platformokon. Az elsősorban fogyasztási élményekhez kötött kapcsolat online közösségi térbe való kiterjesztésére olyan belső motivációkat tártunk fel, mint a pragmatikusabb információközpontú indíttatások (pl. kizárólagos információk, naprakészség, vállalati ajánlatok, közösségimédia-specifikus tartalmakhoz való hozzáférés igénye), az érzelmi kötődés kifejezése (pl. nosztalgia, ismerősöknek való ajánlás, személyes érintettség), a társas befolyás (oldalak kedvelése mint kommunikációs tartalom, konformitás, önkifejezés), valamint a vállalati alapképességeken túlmutató egyéb tematikus kapcsolódások. ____ It is of primary importance for brand owners to map their own brand community, in order to stimulate their social-focused communication activity. This is especially true for typically small and medium-sized catering enterprises, where in most cases, social media is the only available marketing communications tool. In our empirical research, we analyze consumer narratives (n=151) with the methodology of content analysis. We asked the respondents to write about their relationship with their most preferred catering establishments in the online social sphere. In our research, we search for the inner intention by which members of brand communities got connected with their most preferred catering establishments on social platforms. We revealed such inner motivations for users extending a primarily experience (an consumption) based relationship to the online social sphere like rather pragmatic, information-focused intentions (e.g. exclusive information, timeliness, company offers, access claim for social media -specific contents), the expression of emotional binding (e.g. nostalgia, reference for acquaintances, personal involvement), social influence (the like as communication content, conformity, self-expression), and other thematic linkages beyond core company competences.

The effects of resilience and social influences on preventing repeat adolescent pregnancies in parenting adolescent mothers

Every year, 16 million women aged 15 to 19 years give birth globally. Adolescent births account for 11% of all births globally and 23% of the overall burden of disability and diseases due to pregnancy and childbirth. In the United States, 750,000 adolescents (15-19 years) become pregnant each year, making the United States the developed country with the highest rates of adolescent pregnancy. The economic burden of adolescent pregnancy in the U. S. is $7-15 billion per year. Adolescent pregnancy brings risks associated with pregnancy induced hypertension, preterm infants, maternal and neonatal mortality. Social factors include poverty, low educational levels, alcohol, and drug use. Between 30-50% of adolescent mothers who have a first birth before age 18 years will have a second child within 12 to 24 months. Subsequent adolescent pregnancies compound fetal and maternal risks. Many vulnerable adolescent mothers succumb to external pressures and have a repeat adolescent pregnancy while others are able to overcome the challenges of an adolescent pregnancy and prevent a repeat adolescent pregnancy. This cross sectional survey designed study investigated the effects of resilience and social influences on contraceptive use or abstinence by Black and Hispanic adolescent parenting mothers to prevent a repeat adolescent pregnancy. 140 adolescent mothers were recruited from three postpartum units of a tertiary hospital system in Miami, Florida. The Wagnild and Young Resilience Scale and the Adolescent Social Influence Scale were used to measure resilience and social influences, respectively. Demographic data, length of labor, plan for contraceptive use or abstinence were measured by an investigator developed instrument. Point biserial correlation showed a significant positive correlation between Black adolescent mothers' resilience and contraceptive use (r =.366, p2(11, N=133) = 27.08, p =.004. (OR = .28). These results indicate a need for interventional strategies to maximize resilience in parenting adolescents to prevent a repeat adolescent pregnancy.

Influence of information about trip time variability, personal benefits, and environmental harm from cars versus public transportation on the choice of transportation mode

The influence of information about trip time variability, personal benefits, or environmental harm from cars or public transportation on commuting mode choice (car or subway) is examined in an experimental study. In addition to these experimentally manipulated variables, the influence of prior attitudes towards the subway was verified. The sample is made up of habitual users of the car to travel to work (N = 220, age M = 37.4, SD = 8.1, 63.2% women). The results show that providing information about the advantages of public transportation, as well as prior attitudes towards the subway, decrease the preference, choice, and perceived control of car use. Of the experimentally manipulated variables, information about the variability of trip time had the greatest influence. These results highlight the importance of taking into account these variables to implement institutional campaigns to reduce car use as transportation mode.

Gendered perceptions of experiential value in using web-based retail channels

Purpose – This paper compares the experiential consumption values that motivate consumer choice to purchase online for both male and female purchasers and non-purchasers. Design/methodology/approach – Using the theory of consumption value the study examines gendered perceptions of the functional, social and conditional value of using a virtual consumption setting for purchasing. Data was collected through an online survey and analysed using multiple discriminant analysis to determine meaningful differences between male and female purchasers and non-purchasers. Findings – The findings show that male online purchasers are discriminated from female purchasers by social value and from male non-purchasers by conditional value. Female purchasers are discriminated from male purchasers by functional value and from female non-purchasers by social value. Female non-purchasers are discriminated from female purchasers by conditional value. Male non-purchasers are discriminated from male purchasers by functional and social value. Research limitations/implications – Limitations include using an Internet survey and an Australian sample which may impact the generalisability of the findings to a wider population of Internet users. Future research should involve replication of the study in a country more or less developed in terms of gender composition of internet users to extend the generalisability of the findings. Additionally, researchers should examine whether other dimensions of consumption value,such as social influence through on- and off-line communication networks, may influence consumer choice to purchase online. Practical implications – The study provides practical implications for marketers to leverage consumption values that influence male and female consumers’ choice to purchase online and then drive their behaviour online through integrated marketing campaigns that involve both on- and offline strategies. Originality/value – The research makes an original contribution to the consumer behaviour literature as to date, no research has been found that undertakes such a comprehensive gender-based comparison of the perceived value of using a virtual consumption setting for purchasing.

An investigation of cross-cultural differences in binge-drinking perceptions and behaviours

This paper examines the variance in binge-drinking attitudes and behaviours between university student cohorts from Western and Eastern countries who reside in Australia. In particular, we investigate the impact of social influence on these consumer responses. An online survey resulted in 190 useable responses from university students at three different Australian universities. The results show that students from Western countries consume alcohol at higher levels and demonstrate more ‘approach’ behaviours towards binge-drinking, whereas students from Eastern countries demonstrate more ‘avoid’ behaviours. Social distancing from drunk or story-telling people is evident as students from Eastern countries while students from Western countries were more likely to indulge in story-telling and either ignored or encouraged surrounding people who were drunk.

Texting while driving : psychosocial influences on young people’s texting intentions and behaviour

Despite the dangers and illegality, there is a continued prevalence of texting while driving amongst young Australian drivers. The present study tested an extended theory of planned behaviour (TPB) to predict young drivers’ (17 to 24 years) intentions to [1] send and [2] read text messages while driving. Participants (N = 169 university students) completed measures of attitudes, subjective norm, perceived behavioural control, intentions, and the additional social influence measures of group norm and moral norm. One week later, participants reported on the number of texts sent and read while driving in the previous week. Attitude predicted intentions to both send and read texts while driving, and subjective norm and perceived behavioural control determined sending, but not reading, intentions. Further, intention, but not perceptions of control, predicted both texting behaviours 1 week later. In addition, both group norm and moral norm added predictive ability to the model. These findings provide support for the TPB in understanding students’ decisions to text while driving as well as the inclusion of additional normative influences within this context, suggesting that a multi-strategy approach is likely to be useful in attempts to reduce the incidence of these risky driving behaviours.

Needing to connect : The effect of self and others on young people’s involvement with their mobile phones

The present research was a preliminary examination of young Australians’ mobile phone behaviour. The study explored the relationship between, and psychological predictors of, frequency of mobile phone use and mobile phone involvement conceptualised as people’s cognitive and behavioural interaction with their mobile phone. Participants were 946 Australian youth aged between 15 and 24 years. A descriptive measurement tool, the Mobile Phone Involvement Questionnaire (MPIQ), was developed. Self-identity and validation from others were explored as predictors of both types of mobile phone behaviour. A distinction was found between frequency of mobile phone use and mobile phone involvement. Only self-identity predicted frequency of use whereas both self-identity and validation from others predicted mobile phone involvement. These findings reveal the importance of distinguishing between frequency of use and people’s psychological relationship with their phone and that factors relating to one’s self-concept and approval from others both impact on young people’s mobile phone involvement.

Exploring regional differences in Chinese consumer acceptance of new mobile technology : a qualitative study

This study examines consumer adoption of 3G mobile technology in China. The qualitative study involved 45 in-depth interviews undertaken in three major Chinese cities to explore the beliefs and attitudes which determine Chinese consumers’ acceptance of the mobile technological innovation. The findings are compared and contrasted against those reported in Western studies. The variations underpinning adoption of 3G between consumers in the three regional cities were identified. Specifically, it was found that the regions differed in terms of the relative importance of the identified adoption determinants, such as perceived social outcomes for using the innovation and the effects of social influence on the adoption. These findings provide subtle insight into the nature of Chinese consumers’ responses to new mobile technologies and a better understanding of variations among regional Chinese consumers.

The adoption of Web 2.0 within enterprises : employees' perspectives

This project explores employees’ adoption of Web 2.0 within organisations. It shows that the adoption of Web 2.0 is a challenging and dynamic process that changes over time. The adoption is, also, influenced by a number of interrelated issues including: People Traits, Social Influence, Trust, Technological Attributes, Relevance of Web 2.0, Web 2.0 Maturity, Organisational Support, and Organisational Practice.