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Impacts of technology readiness on emotions and cognition in Brazil

Author

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  • Ferreira, Jorge Brantes
  • da Rocha, Angela
  • da Silva, Jorge Ferreira

Abstract

This study proposes and tests an extended model for consumer adoption of high technology products in a Latin American country (Brazil) by integrating concepts present in the consumer behavior literature: the Consumer Acceptance of Technology model (Kulviwat et al., 2007) and the technology readiness construct (Parasuraman, 2000). The proposed model considers the relationships between cognitive and affective constructs with technology readiness. By means of structural equation modeling conducted on a sample of 435 young consumers, the results indicate significant relationships between the constructs assessed, showing that consumers' cognitive and affective evaluations of new technologies are significantly influenced by their technology readiness. The effects of technology readiness over affective assessments were greater than those relative to cognitive evaluations regarding high-tech innovations. Nonetheless, the results may reflect specific characteristics of Brazilian (and other Latin American) consumers, who are usually more emotive than those of more rational cultures.

Suggested Citation

  • Ferreira, Jorge Brantes & da Rocha, Angela & da Silva, Jorge Ferreira, 2014. "Impacts of technology readiness on emotions and cognition in Brazil," Journal of Business Research, Elsevier, vol. 67(5), pages 865-873.
  • Handle: RePEc:eee:jbrese:v:67:y:2014:i:5:p:865-873
    DOI: 10.1016/j.jbusres.2013.07.005
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    References listed on IDEAS

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    Cited by:

    1. Bianchi, Constanza & Andrews, Lynda, 2015. "Investigating marketing managers' perspectives on social media in Chile," Journal of Business Research, Elsevier, vol. 68(12), pages 2552-2559.
    2. Wu, Chih-Wen, 2016. "The performance impact of social media in the chain store industry," Journal of Business Research, Elsevier, vol. 69(11), pages 5310-5316.
    3. Wu, Chih-Wen, 2015. "Facebook users' intentions in risk communication and food-safety issues," Journal of Business Research, Elsevier, vol. 68(11), pages 2242-2247.
    4. Laukkanen, Tommi, 2016. "Consumer adoption versus rejection decisions in seemingly similar service innovations: The case of the Internet and mobile banking," Journal of Business Research, Elsevier, vol. 69(7), pages 2432-2439.
    5. Jana Prodanova & Sonia San-Martín & Nadia Jiménez, 2017. "Enfoque teórico multidisciplinar para la provisión electrónica de servicios," DOCFRADIS Working Papers 1705, Catedra Fundación Ramón Areces de Distribución Comercial, revised Oct 2017.

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