Mobile technological innovation acceptance: A study based on low income Brazilian consumer attitudes
| dc.contributor.author | de Lourdes Bacha M. | |
| dc.contributor.author | Santos J. | |
| dc.date.accessioned | 2024-03-13T01:04:00Z | |
| dc.date.available | 2024-03-13T01:04:00Z | |
| dc.date.issued | 2013 | |
| dc.description.abstract | The main aim of this article is to evaluate the acceptance of mobile technological innovation by Brazilian low-income population regarding attitude. The main reasons for conducting this research are related to the importance of mobile marketing as an instrument of both communication and socialization, the size of cell phone market in Brazil (it is world's fifth market, with 255 million cell phones in May 2012 and density of 129,3 phones per 100 inhabitants) and the low-income segment (also referred as social pyramid base or socio-economic classes CDE) which represents 78% of Brazilian population. This article presents the results of a longitudinal survey conducted using a non probabilistic sample of 449 in 2006 and 420 in 2011 low income mobile users. Tabulated data were analyzed according to the descriptive method as well as multivariate statistics, factor analysis and cluster. When it comes to low-income population attitude towards acceptance of mobile technological innovation, it is possible to say that there are different segments (clusters) regarding age range, gender, income and education. These findings have significant managerial and theoretical implications. | |
| dc.description.issuenumber | 2 | |
| dc.description.volume | 34 | |
| dc.identifier.issn | 0798-1015 | |
| dc.identifier.uri | https://dspace.mackenzie.br/handle/10899/36578 | |
| dc.relation.ispartof | Espacios | |
| dc.rights | Acesso Restrito | |
| dc.subject.otherlanguage | Innovation acceptance | |
| dc.subject.otherlanguage | Low income consumer | |
| dc.subject.otherlanguage | Mobile phone | |
| dc.title | Mobile technological innovation acceptance: A study based on low income Brazilian consumer attitudes | |
| dc.type | Artigo | |
| local.scopus.citations | 0 | |
| local.scopus.eid | 2-s2.0-84881608840 | |
| local.scopus.updated | 2024-05-01 | |
| local.scopus.url | https://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=84881608840&origin=inward |