Купить СНПЧ А7 Архангельск, оперативня доставка

crosscheckdeposited

Preferência de Consumo Hedônica e Decisão Utilitária

DOI: http://dx.doi.org/10.17800/2238-8893/aos.v1n1p7-24

http://www.unama.br/seer/index.php/aos/index 

downloadpdf

Emílio J. M. Arruda Filho1

 

Resumo: Consumidores Tecnológicos têm suas preferências baseadas em fatores utilitários e hedônicos convergidos. Como os valores dos consumidores tem realmente sido focados em fatores do tipo moda, status social, diferenciação entre os demais usuários e inovação como uma forma de posicionar a si mesmos como consumidores especiais, produtos tendo usos integrados, múltiplas funcionalidades e atributos inovadores são mais e mais procurados e endereçados para novos lançamentos inseridos nas regras sociais da atualidade. Desta forma este manuscrito objetiva analisar os fatores de preferência do tipo hedonismo, utilitarismo, preferência por convergência, valores sociais e ambientes tecnológicos, que descrevem o comportamento do consumidor e as decisões de compra para dispositivos de alta tecnologia. Por isto, será levado em consideração que consumidores sentem culpa quando estão comprando produtos não utilitários, sendo forçados a justificar suas escolhas hedônicas de acordo com os atributos utilitários inseridos no ambiente integrado, além dos benefícios interessantes oriundos das funcionalidades integradas propostas. Este artigo apresenta 2 estudos sendo o primeiro para definição da percepção no ambiente dos dispositivos tecnológicos e a preferência dos consumidores. O segundo é analisado como consumidores preferem suas tecnologias em um específico cenário com um experimento de escolha relacionado aos atributos de marca, preço e hedonismo / utilitarismo.

Palavras-chave: Percepção hedônica. Valores utilitários. Preferência tecnológica. Comportamento do consumidor. Justificação.

 

Abstract: Technology consumers base their preferences on both utilitarian and hedonic factors. As consumers´ values have actually been focused on factors as fashion, social status, differentiation from other users, and innovation as a way of positioning themselves as unique consumers, products that have bundled uses, multiple functions, and innovative features are more and more sought in the embedding of new technologies in social roles. This article aims to analyze preference factors such as hedonism, utilitarianism, bundle preference, social values, and technological environment, which describe consumer behavior and purchasing decisions of high technologies devices. We will examine how consumers feel guilt when they are purchasing non utilitarian products, justifying their hedonic choice according to the utilitarian attributes inserted in the bundle environment as well as the benefits from the integrated functionality proposed. This article presents two studies. In one we define the environmental perceptions of technology devices and consumers’ preference. In the second we analyze how consumers prefer their technologies in a given scenario through a choice experiment concerning brand, price, and hedonic/utilitarian attributes.

Key words: Hedonic perception. Utilitarian values. Technology preference. Consumer behavior, and Justification

 

1 Emílio José Monteiro Arruda Filho, Núcleo de Pesquisa – Mestrado em Administração, Universidade da Amazônia, Av. Alcindo Cacela 287, 66060-902, Belém – Pará, Brasil. E-mail: emilio.arruda@unama.br

 

Literatura Citada

AGHASARYAN, A.; BETGÉ-BREZETZ, S.; SENOT, C. & TOMS, Y. A Profiling Engine for Converged Service Delivery Platforms. Bell Labs Technical Journal, v. 13, Issue 2, p. 93-103, 11p, 2008.

ARRUDA FILHO, E. J. M. Incluindo o fator social no modelo de aceitação tecnológica para estruturas convergentes. RAUSP – Revista de Administração da USP, São Paulo, v. 43, n. 4, 2008.

ARRUDA FILHO, E.J.M., CASSIA, F. AND MARINO, A. ‘Beyond the interoperability of telephony, VoIP and networking: self-realisation marketing contribution to value creation in telecommunications sector’. Int. J. Technology Marketing, v. 3, n. 1, p.56-80, 2008. http://dx.doi.org/10.1504/IJTMKT.2008.017340

ARRUDA FILHO, E. J. M.; CABUSAS, J. J.; AND DHOLAKIA, N. Social Behavior and Brand Devotion among iPhone Innovators. International Journal of Information Management, v. 30, Issue 6, p.475-480, 2010. http://dx.doi.org/10.1016/j.ijinfomgt.2010.03.003

ARRUDA FILHO, E. J. M.; LENNON, M. M. How iPhone Innovators Changed Their Consumption in iDay2: Hedonic Post or Brand Devotion. International Journal of Information Management, v. 31, Issue 6, p. 524-532, 2011. http://dx.doi.org/10.1016/j.ijinfomgt.2011.04.007

BELK, R. W. Possessions and the Extended Self. Journal of Consume Research, (15), p.139-168, Sept. 1988.

BRUCKS, M.; ZEITHALM, V. A.; GILLIAN, N. Price and Brand Name as Indicators of Quality Dimensions for Consumer Durables. Academy of Marketing Science, 28, 3, 2000. http://dx.doi.org/10.1177/0092070300283005

BRUNNER, F. M. A psychological rendering of consumerism. Ph.D. Thesis, Pacifica Graduate Institute, 208 p., AAT 3002424, 1996.

CHITTURI, R.; RAGHUNATHAN, R.; MAHAJAN, V. Form Versus Function: How the Intensities of Specific Emotions Evoked in Functional Versus Hedonic Trade-Offs Mediate Product Preferences, Journal of Marketing Research, v. 44, Issue 4, p.702-714, 13p. Nov. 2007.

COUPEY, E.; IRWIN, J. R.; PAYNE, J. W. Product Category Familiarity and Preference Construction. Journal of Consumer Research, v. 24, Issue 4, p.459-468, Mar. 1998. http://dx.doi.org/10.1086/209521

COWLEY, E. & MITCHELL, A. A. The Moderating Effect of Product Knowledge on the Learning and Organization of Product Information. Journal of Consumer Research, v. 30, Dec.2003. http://dx.doi.org/10.1086/378620

DAHL, D. W.; HONEA, H.; MANCHANDA, R. V. Three Rs of Interpersonal Consumer Guilt: Relationship, Reciprocity, Reparation. Journal of Consumer Psychology, v. 15, Issue 4, p.307-315, 2005. http://dx.doi.org/10.1207/s15327663jcp1504_5

DANAHER, P. J.; HARDIE, B. G. S.; PUTSIS JR., W. P. Marketing-Mix Variables and the Diffusion of Successive Generations of a Technological Innovation. Journal of Marketing Research, v. 38, Issue 4, p. 501-514, 2001. http://dx.doi.org/10.1509/jmkr.38.4.501.18907

FUNK, J. L. Key technological trajectories and the expansion of mobile Internet applications. The Journal of Policy, Regulation and Strategy for Telecommunications, Information and Media, 6, 3, p.208, 2004.

GEMSER, G.; JACOBS, D.; CATE, R. T. Design and Competitive Advantage in Technology- Driven Sectors: The Role of Usability and Aesthetics in Dutch IT Companies. Technology Analysis & Strategic Management, 18:5, p.561-580, Dec. 2006.

GILL, T. Convergent Products: What Functionalities Add More Value to the Base? Journal of Marketing, v. 72, Issue 2, p.46-62, 17p, 2008.

GJERDE, K. A., SLOTNICK, S. A.; SOBEL, M. J. New Product Innovation with Multiple Features and Technology Constraints. Management Science, v. 48, issue 10, p.1268-1284, 2002. http://dx.doi.org/10.1287/mnsc.48.10.1268.270

GRIFFIN, A., PRICE, R. L., MALONEY, M. M., VOJAK, B. A.; SIM, E. W. Voices from the Field: How Exceptional Electronic Industrial Innovators Innovate. The Journal of Product Innovation Management, v. 26, p. 222-240, 2009. http://dx.doi.org/10.1111/j.1540-5885.2009.00347.x

HAQUE, A. Mobile Commerce: Customer Perception and It’s Prospect on Business Operation in Malaysia. Journal of American Academy of Business, Cambridge, v. 4, Issue 1/2, p.257-262, 6p, 2004.

HAN, J. K.; CHUNG, S. W.; SOHN, Y. S. TECHNOLOGY CONVERGENCE: WHEN DO CONSUMERS PREFER Converged Products to Dedicated Products? Journal of Marketing, v. 73 Issue 4, p.97-108, 12p, July, 2009.

HARRIS, J.; BLAIR, E. A. Functional Compatibility Risk and Consumer Preference for Product Bundles. Journal of the Academy of Marketing Science, v. 34, Issue 1, p. 19-26, 2006. http://dx.doi.org/10.1177/0092070305281708

HEATH, C.; SOLL, J. B. Mental Budgeting and Consumer Decisions. Journal of Consumer Research, v. 23, Issue 1, p.40-52, June, 1996. http://dx.doi.org/10.1086/209465

HOCH, S. J. Product Experience is Seductive. Journal of Consume Research, v. 29, Issue 3, p.448- 454, Dec. 2002. http://dx.doi.org/10.1086/344422

ITU - INTERNATIONAL TELECOMMUNICATION UNION. Yearbook of statistics: Telecommunication services 1999-2008. ITU, Genève, July, 2009.

JEFFREY, S. A. Justifiability and the Motivational Power of Tangible Noncash Incentives. Human Performance, v. 22, issue 2, p.143-155, 13p, 2009.

JOKELA, T. When good things happen to bad products: where are the benefits of usability in the consumer appliance market? Interaction, 11:6. Nov./Dec. 2004. http://dx.doi.org/10.1145/1029036.1029050

KATZ, J. E.; SUGIYAMA, S. Mobile phones as fashion statements: evidence from student surveys in the US and Japan. New Media and Society, v. 8:2, p.321-337, 2006. http://dx.doi.org/10.1177/1461444806061950

KHAN, U.; DHAR, R. Price-Framing Effects on the Purchase of Hedonic and Utilitarian Bundles. Journal of Marketing Research, v. 47, Issue 6, p.1090-1099, 2010. http://dx.doi.org/10.1509/jmkr.47.6.1090

KIM, Y., LEE, J.-D.; KOH, D. Effects of Consumer Preferences on the Convergence of Mobile Telecommunications Devices. Applied Economics, 37:7, p.817-826, 2005. http://dx.doi.org/10.1080/0003684042000337398

LAFFERTY, B. A. & GOLDSMITH, R. E. How Influential are Corporate Credibility and Endorser Attractiveness When Innovators React to Advertisements for a New High- Technology Product?. Corporate Reputation Review, v. 7, Issue 1, p.24-36, 13p, 2004.

LEWIS, W.; AGARWAL, R.; SAMBAMURTHY, V. Sources of Imfluence on Beliefs about Information Technlogy Use: An Empirical Study of Knowledge Workers. MIS Quarterly, v. 27, Issue 4, p.657-678, Dec. 2003.

LIU, C. M. The Effects of Promotion on Brand Decision in the Cellular Telephone Industry. The Journal of Product and Brand Management, 11, 1, 2002. http://dx.doi.org/10.1108/10610420210419540

MIDGLEY, D. F.; DOWLING, G. R. Innovativeness: The concept and its measurement. Journal of Consumer Research, v. 4, issue 1, p.229-242, 1978. http://dx.doi.org/10.1086/208701

MITTAL, B.; MYUNG-SOO, L. A causal model of consumer involvement. Journal of Economic Psychology, v. 10, Issue 3, p.363, 27p, 1989.

MUKHERJEE, A.; HOYER, W. D. The Effect of Novel Attributes on Product Evaluation. Journal of Consumer Research, v. 28, Issue 3, p.462-472, Dec. 2001. http://dx.doi.org/10.1086/323733

MUKHOPADHYAY, A.; JOHAR, G.V. Tempted or Not? The Effect of Recent Purchase History on Responses to Affective Advertising. Journal of Consumer Research, v. 33, Issue 2, p.445-453, 2007. http://dx.doi.org/10.1086/510218

NEELAMEGHAM, R.; CHINTAGUNTA, P. K. Modeling and Forecasting the Sales of Technology Products. Quantitative Marketing and Economics, 2, 3, p. 195, Sept. 2004.

NOWLIS, S. M, MANDEL, N.; MCCABE, D. B. The Effect of a Delay between Choice and Consumption on Consumption Enjoyment. Journal of Consumer Research, v. 31, Issue 3, p.501-510, Dec. 2004. http://dx.doi.org/10.1086/425085

NUNES, J. C. A Cognitive Model of People’s Usage Estimation. Journal of Marketing Research, v.37, Issue 4, p.397-409, 2000. http://dx.doi.org/10.1509/jmkr.37.4.397.18788

NUNES, P., WILSON, D.; KAMBIL A. The all-in-one market. Harvard Business Review. Boston , v. 78, Issue 3, p. 19, 2p, May/June, 2000.

OKADA, E. M. Justification Effects on Consumer Choice of Hedonic and Utilitarian Goods. Journal of Marketing Research, v. 42, Issue 1, p. 43, 2005. http://dx.doi.org/10.1509/jmkr.42.1.43.56889

PARK, C. Hedonic and utilitarian values of mobile internet in Korea. International Journal of Mobile Communications, v. 4, Issue 5, p.1, 1p, 2006.

PIMENTEL, R. W.; AND REYNOLDS, K. E. A Model for Consumer Devotion: Affective Commitment with Proactive Sustaining Behaviors. Academy of Marketing Science Review, n. 5, p.1, 2004.

ROGERS, E. M. Diffusion of Inovations. New York: Free Press, 1962.

SARIN, S., SEGO, T., CHANVARASUTH, N. Strategic Use of Bundling for Reducing Consumers’ Perceived Risk Associated with the Purchase of New High-Tech Products. Journal of Marketing Theory and Practice, v. 11, Issue 3, p.71-83, 2003. http://dx.doi.org/10.1080/10696679.2003.11658502

SIMONSON, I.; NOWLIS, S.; LEMON, K. The Effect of Local Considerations Sets on Global Choice Between Lower Price and Higher Quality. Marketing Science, 12, 4, 1993. http://dx.doi.org/10.1287/mksc.12.4.357

SNOJ, B.; KORDA, A. P.; MUMEL, D. The relationships among perceived quality, perceived risk and perceived product value. The Journal of Product and Brand Management, 13, 2/3, 2004.

STRATOPOULOS, T. C.; LIM, JEE-HAE. IT Innovation Persistence: An Oxymoron? Communications of the ACM, v. 53, Issue 5, p.142-146, 2010. http://dx.doi.org/10.1145/1735223.1735258

TAYLOR, L.; TITMUSS R.; LEBRE, C. The Challenges of Seamless Handover in Future Mobile Multimedia Networks. IEEE Personal Communications, v. 6, Issue 2, Apr. p.32-37, 1999. http://dx.doi.org/10.1109/98.760421

TRIPATHI, S. N.; SIDDIQUI, M. H. Effectiveness of mobile advertising: The Indian scenario. The Journal for Decision Makers, v. 33, Issue 4, p.47-59, 13p, 2008.

TUREL, O.; SERENKO, A.; BONTIS, N. USER ACCEPTANCE OF HEDONIC DIGITAL ARTIFACTS: A THEORY OF consumption values perspectives. Information & Management, v. 47, Issue 1, p.53-59, 7p, 2010.

VAN DER HEIJDEN, H. User acceptance of hedonic information systems. MIS Quarterly, v. 28, Issue 4, p.695-704, 10p, 2004.

VRDOLJAK, M.; VRDOLJAK, S. I.; SKUGOR, G. Fixed-Mobile Convergence Strategy: Technologies and Market Opportunities. IEEE Communications Magazine, v. 38, Issue 2, p.116-121, Feb.2000. http://dx.doi.org/10.1109/35.819904

YADAV, N.; SWAMI, S.; PAL, P. High Technology Marketing: Conceptualization and Case Study. The Journal for Decision Makers, v. 31, Issue 2, p.57-74, 18p, 2006.

WANG, L. C.; BAKER, J., WAGNER, J. A.; WAKEFIELD, K. Can a Retail Web Site Be Social?. Journal of Marketing, v. 71, Issue 3, p.143-157, 15p, 2007.

ZHANG, D. Delivery of personalized and adaptive content to mobile devices: A framework and enabling technology. Communications of AIS, v. 2003, Issue 12, p.183-202, 21p, 2003.

ZHU, H.; WANG, Q.; YAN, L.; WU, G. Are consumers what they consume? – Liking lifestyle segmentation to product attributes: an exploratory study of the Chinese mobile phone market. Journal of Marketing Management, v. 25, Issue 3/4, p.295-314, 20p, 2009.

Citado por

Sem citações recebidas.