Technological readiness and propensity of young people to online purchases

Autores/as

  • Eduardo Botti Abbade UNIFRA e UFRGS

DOI:

https://doi.org/10.7867/1980-4431.2014v19n1p27-43

Palabras clave:

TRI Scale, Consumer Behavior, Online Shopping, Multiple Regression Models, Undergraduate Students.

Resumen

New technologies are constantly changing patterns of consumer behavior. Investigations about consumer acceptance and readiness to adopt new technologies are vital to the development of a better understanding of their behavior. This study aimed to analyze the relation between the dimensions of readiness for the adoption of technology and propensity to perform online purchases of undergraduate college students. It was surveyed 224 college students and the instrument of data collection comprised the TRI scale (Technology Readiness Index) and items for the assessment of propensity to online purchases. Analyses were performed through descriptive statistics, exploratory factor analysis and multiple regression analysis. Results suggest that past experiences related to online purchases impact negatively on the propensity to online purchases. It was also observed that adaptive optimism and pioneerism impacts positively on propensity to online purchases. Thus, unpreparedness presents a significant negative impact on propensity. However, transactional and service insecurities do not have significant impact on the propensity to purchase online. The major limitation of this study is the small sample of a very specific group. So, some suggestions regarded to future investigations are made.

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Biografía del autor/a

Eduardo Botti Abbade, UNIFRA e UFRGS

Possui graduação em Administração de Empresas pela UFSM (2003), Especialização em Estatística e Modelagem Quantitativa pela UFSM (2011) e mestrado em Administração pela UFPR (2005). Atualmente doutorando em Agronegócios pela UFRGS e professor do Centro Universitário Franciscano - UNIFRA. Tem experiência e interesse de pesquisa nas áreas de Organizações, Estratégia e Marketing. Atua também como consultor de empresas e analista de mercado desenvolvendo estudos com ênfase em Pesquisa de Marketing, Análise Estratégica e Posicionamento de Mercado.

Publicado

2014-04-01

Cómo citar

Abbade, E. B. (2014). Technological readiness and propensity of young people to online purchases. Revista De Negócios, 19(1), 27–43. https://doi.org/10.7867/1980-4431.2014v19n1p27-43