Applicability of the unified theory of acceptance and use of technology in music streaming services for young users

Luis Hernan Contreras Pinochet; Guilherme Neves Nunes; Eliane Herrero

doi:10.5585/remark.v18i1.4031

Autores

Luis Hernan Contreras Pinochet Universidade Federal de São Paulo - Unifesp https://orcid.org/0000-0003-2088-5283
Guilherme Neves Nunes Universidade Federal de São Paulo (UNIFESP) http://orcid.org/0000-0000-0000-0001
Eliane Herrero Universidade Nove de Julho (Uninove), São Paulo https://orcid.org/0000-0002-4515-7242

DOI:

https://doi.org/10.5585/remark.v18i1.4031

Palavras-chave:

Transmissão de música, Aplicabilidade, UTAUT2, Pessoas jovens.

Resumo

Objetivo: O objetivo deste estudo é analisar a aplicabilidade do modelo Unified Theory of Acceptance and use of Technology 2 (UTAUT2), desenvolvido por Venkatesh, Thong e Xu (2012), sobre aceitação e utilização de serviço de streaming musical por estudantes universitários.

Método: Assim, este estudo não se propõe a realizar uma replicação de pesquisa, mas sim a utilização de um modelo teórico consagrado. A pesquisa, do tipo survey, contemplou uma amostra final de 419 indivíduos, cujos dados foram analisados por meio da Modelagem de Equações Estruturais (MEE), com estimação por Partial Least Square (PLS), para verificar as relações diretas e indiretas do modelo original.

Resultados: A variável latente Condições Facilitadoras não se sustentou no modelo na fase de ajustamento, pois o perfil analisado demonstra facilidade e uso intuitivo no acesso a esse tipo de infraestrutura. Ademais, os resultados demonstraram que a maior parte do modelo é válida para o serviço de streaming musical, com exceção da Expectativa de Esforço para Intenção de Uso e Motivação Hedônica para Intenção de Uso.

Contribuições teóricas: Verificou-se que o construto Hábito é altamente relevante para o consumo desses serviços, possibilitando que as empresas busquem alternativas para a geração de maior motivação e engajamento com os aplicativos e sites que estimulem o consumidor.

Originalidade/Relevância: O uso do modelo UTAUT 2, para analisar o fenômeno da tecnologia streaming, é relevante para a compreensão dos seus efeitos.

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Biografia do Autor

Luis Hernan Contreras Pinochet, Universidade Federal de São Paulo - Unifesp

Professor do Departamento de Administração da Escola Paulista de Economia, Política e Negócios (EPPEN) da Universidade Federal de São Paulo (UNIFESP)

Guilherme Neves Nunes, Universidade Federal de São Paulo (UNIFESP)

Graduando em Administração pela Escola Paulista de Política, Economia e Negócios da Universidade Federal de São Paulo (UNIFESP)

Eliane Herrero, Universidade Nove de Julho (Uninove), São Paulo

Doutoranda em Administração pela Universidade Nove de Julho - UNINOVE, São Paulo, (Brasil). Professora de ensino fundamental da Prefeitura Municipal de São Paulo e revisora gramatical e tradutora (português-inglês-português) para periódicos na área de Administração e como autônoma.

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