Predisposition to innovate. Cross-cultural analysis between young people
DOI:
https://doi.org/10.15665/rde.v15i2.1079Palavras-chave:
Adoption of innovation, Innovative consumer, Innovative featuresResumo
This article is the result of a scientific investigation and has been raised around the objective of analyzing and comparing the influence of personal and social characteristics on the predisposition to innovate in the young consumers of Villavicencio - Colombia and Coatzacoalcos - Mexico. For the development was carried out to survey 1591 university students of the two cities. The age range of the sample was between 17 and 25 years. To this end, the University of Los Llanos and the Universidad Veracruzana collaborated. The results show that there is no association between the predisposition to innovate and the variables of personal or social characteristics studied. This means that a strategy of demographic segmentation is not enough, since the determinants of the behavior of the segment may be influenced by their personal motivations, or by the characteristics of the products.
Resumen
El presente artículo es resultado de una investigación científica y se ha planteado en torno al objetivo de analizar y comparar la influencia de las características personales y sociales en la predisposición a innovar en los consumidores jóvenes de Villavicencio - Colombia y Coatzacoalcos - México. Para el desarrollo se procedió a encuestar a 1591 jóvenes universitarios de las dos ciudades. El rango etario de la muestra fue entre 17 y 25 años. Para ello se contó con la colaboración de la Universidad de los Llanos y la Universidad Veracruzana. Los resultados evidencian que no existe asociación entre la predisposición a innovar y las variables de características personales o sociales estudiadas. Esto significa que una estrategia de segmentación demográfica no es suficiente, pues los determinantes del comportamiento del segmento pueden estar influenciados por sus motivaciones personales, o por las características de los productos.
Resumo
Este artigo é o resultado da investigação científica e tem sido levantada em torno do objetivo analisar e comparar a influência das características pessoais e sociais na predisposição para inovar jovens consumidores de Villavicencio - Colômbia e Coatzacoalcos - México. Desenvolvimento procedeu ao levantamento de 1591 estudantes universitários das duas cidades. A faixa etária da amostra foi de entre 17 e 25 anos. Para fazer isso, ele contou com a colaboração da Universidade do Llanos e Universidad Veracruzana. Os resultados mostram que não existe uma associação entre a vontade de inovar e variáveis de características pessoais ou sociais estudados. Isto significa que uma estratégia de segmentação demográfica não é suficiente, porque os determinantes do segmento de comportamento podem ser influenciados pelas suas motivações pessoais, ou as características dos produtos.
Referências
Alkailani, M. & Kumar, R. (2016) Impacting innovativeness: The role of interpersonal influences and cultural dimensions on consumer innovativeness. Journal of Strategic Innovation and Sustainability, (11)(1), 62–78.
Arts, J. W.C.; Frambach, R. T. & Bijmolt, T. H. A. (2011) Generalizations on consumer innovation adoption: A meta-analysis on drivers of intention and behavior. International Journal of Research in Marketing, (28)(2), 134-144. DOI: http://dx.doi.org/10.1016/j.ijresmar.2010.11.002
Batra, S. & Vohra, N. (2016) Exploring the linkages of cognitive style and individual innovativeness. Management Research Review, (39)(7), 768-785. DOI http://dx.doi.org/10.1108/MRR-03-2014-0047
Bearden, W. O; Netemeyer, R. G. & Teel, J. E. (1989) Measurement of consumer susceptibility to interpersonal influence. Journal of Consumer Research, (15)(4), 473–481. DOI: http://dx.doi.org/10.1086/209186
Budner, S. (1962) Intolerance of ambiguity as a personality variable. Journal of Personality, (30)(1), 29−50.
Dickerson, M. D. & Gentry, J. W. (1983) Characteristics of adopters and non-adopters of home computers. The Journal of Consumer Research, (10)(2), 225-235. DOI: http://dx.doi.org/10.1086/208961
D’Rozario, D. & Choudhury, P. K. (2000) Effect of assimilation on consumer susceptibility to interpersonal influence. Journal of Consumer Marketing, (17)(4), 290–307. DOI http://dx.doi.org/10.1108/07363760010335321
Fenollar, P. & Cuesta, P. (2011) Conociendo al consumidor innovador: análisis de sus rasgos y características. Revista de Economía, (860), 131-146.
Gatignon, H. & Robertson, T. (1991) Innovative Decision Processes. En: Kassarjian H. H. & Robertson T. S. (Eds.), Handbook of consumer behavior. New Jersey: Prentice Hall.
Goldsmith, R. E. & Hofacker, C. E. (1991) Measuring consumer innovativeness. Journal of the Academy of Marketing Science, (19)(3), 209-221. DOI: http://dx.doi.org/10.1177/009207039101900306
Goldsmith, R. E. & Flynn, L. R. (1992) Identifying innovators in consumer product markets. European Journal of Marketing, (26)(12), 42–55. DOI: http://dx.doi.org/10.1108/03090569210022498
Goldsmith, R. E. & Foxall, G. (2003) The Measurement of Innovativeness. In: Larisa V. Shavinina (Ed.), The International Handbook on Innovation. In: http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.701.3630&rep=rep1&type=pdf
Hermans, Ch.; Schaefer, A. & Haytko, D. (2007) A cross-national examination of the dimensionality of the consumer susceptibility to interpersonal influence scale. International Journal of Business Research, (7)(5). In: http://www.freepatentsonline.com/article/International-Journal-Business-Research/178945823.html
Hirschman, E. C. (1980) Innovativeness, novelty seeking, and consumer creativity. Journal of Consumer Research, (7)(3), 283–395.
Hoffmann, A. O. & Broekhuizen, T. L. (2010) Understanding investors' decisions to purchase innovative products: Drivers of adoption timing and range. International Journal of Research in Marketing, (27)(4), 342-355. DOI: http://dx.doi.org/10.1016/j.ijresmar.2010.08.002
Howe, N. & Strauss, W. (2000) Millennials rising: The next greatest generation. New York: Vintage Books.
Im, S.; Bayus, B. & Mason, Ch. (2003) An empirical study of innate consumer innovativeness personal characteristics, and new-product adoption behavior. Journal of the academy of marketing science, (31)(1), 161-73. DOI: http://dx.doi.org/10.1177/0092070302238602
Köhler, D. & González, B. (2014) Elementos para un concepto sociológico de innovación. EMPIRIA, Revista de Metodología de Ciencias Sociales, (29), 67-88. DOI http://dx.doi.org/empiria 29.2014.12942
Kropp, F.; Lavack, A. M & Holden, S. J. (1999) Smokers and beer drinkers: values and consumer susceptibility to interpersonal influence. Journal of Consumer Marketing, (16)(6), 536–557. DOI: http://dx.doi.org/10.1108/07363769910297498
Kumar, R. & L. Kelly. (2005) Self-efficacy, Social and Cultural Issues in Designing Online Technology Skills Transfer Programs: A Mexican Context. Journal of Information Systems and Technology, (2)(4). In: http://pascal.iseg.utl.pt/ojs/index.php/jist/article/view/38
Kumar, R. & Uzkurt, C. (2010) Can innovativeness be impacted by interpersonal influences and do cultural dimensions play a moderating role?. An investigation in the Turkish context. The Journal of Global Business Management, (6)(2), 1-12.
Labay, D. & Kinnear, T. (1981) Exploring the consumer decision process in the adoption of solar energy systems. Journal of Consumer Research, (8)(3), 271-278.
Mahajan, V.; Muller, E. & Srivastava, R. (1990) Determination of adopter categories by using innovation diffusion models. Journal of Marketing Research, (27)(1), 37-50. DOI: http://dx.doi.org/10.2307/3172549
Margalef, G. L. & Arenas, M. A. (2006) ¿Qué entendemos por innovación educativa? A propósito del desarrollo curricular. Perspectiva educacional, formación de profesores, (47), 13-31.
Midgley, D. F., & Dowling, G. R. (1978) Innovativeness: The concept and its measurement. Journal of Consumer Research, (4)(4), 229-242. DOI: http://dx.doi.org/10.1086/208701
Noh, M.; Runyan, R. & Mosier, J. (2014) Young consumers’ innovativeness and hedonic/utilitarian cool attitudes. International Journal of Retail & Distribution Management, (42)(4), 267-280. DOI: http://dx.doi.org/10.1108/IJRDM-07-2012-0065
Olavarrieta, S. (2001) Aspectos metodológicos en la investigación cross-cultural. Academia. Revista Latinoamericana de Administración, (26), 55-78.
Organización Mundial de la Propiedad Intelectual OMPI (2016). Índice Global de Innovación. En: http://www.wipo.int/edocs/pubdocs/en/wipo_pub_gii_2016-intro5.pdf
Ostlund, L. E. (1974) Perceived innovation attributes as predictors of innovativeness. Journal of consumer research, (1), 23–29. DOI: http://dx.doi.org/10.1086/208587
Red de Indicadores de Ciencia y Tecnología Iberoamericana e Interamericana (2014). Indicadores por país. En: http://db.ricyt.org/query/CO/1990,2014/calculados
Roehrich, G. (2004) Consumer innovativeness. Concepts and measurements. Journal of Business Research, 57, 671– 677. DOI: http://dx.doi.org/10.1016/S0148-2963(02)00311-9
Rogers, E. (1971) Diffusion of innovations. London: Free Press
Steenkamp, J. E. M.; Hofstede, F. & Wedel, M. (1999) A Cross-National Investigation into the Individual and National Cultural Antecedents of Consumer Innovativeness. Journal of Marketing, (63)(2), 55-69.
Steenkamp, J. E. M. & Gielens, J. (2003) Consumer and market drivers of the trial probability of new consumer packaged goods. Journal of Consumer Research, (30)(3), 368-384. DOI: http://dx.doi.org/10.2139/ssrn.380180
Summers, J. (1971) Generalized change agents and innovativeness. Journal of Marketing Research, (8)(3), 313-316. DOI: http://dx.doi.org/10.2307/3149568
Tolba, A. H. & Mourad, M. (2011) Individual and cultural factors affecting diffusion of innovation. Journal of International Business & Cultural Studies, (5), 1-16.
Tornatzky, L. G. & Klein, K. (1982) Innovation characteristics and innovation adoption-implementation: A metaanalysis of findings. IEEE Transactions on Engineering Management, (29)(1), 28–45. DOI: http://dx.doi.org/10.1109/TEM.1982.6447463
Vandecasteele, B. & Geuens, M. (2010) Motivated Consumer Innovativeness: Concept, measurement, and validation. International Journal of Research in Marketing, (27), 308–318. DOI: http://dx.doi.org/10.1016/j.ijresmar.2010.08.004
Van Raaij, W. (1978) Cross-cultural research methodology as a case of construct validity, 05. In: Kent Hunt & Ann Abor (Eds.), NA - Advances in Consumer Research. MI: Association for Consumer Research. In: http://acrwebsite.org/volumes/9505/volumes/v05/NA-05
##submission.downloads##
Publicado
Como Citar
Edição
Secção
Licença
Os autores mantêm todos os direitos a que têm direito e autorizadas com a sua reprodução de assinatura gratuita do documento enviado ou, no caso se necessário, assumirá, ao assinar o Certificado de Originalidade e Cessão de Direitos, o registro de ter a autoridade para a transferência de direitos de propriedade que estão livres devido a nenhum custo para qualquer procedimento do Dimensión Empresarial.
Instruções para preenchimento Originalidade Certificação e Transferência de Direitos de autor.
1. Clique aqui e tenha a originalidade da forma Certification and Copyright Assignment.
2. No formulário baixo, clique em cada um os campos e preencha os correspondentes.
3. Uma vez que os campos estão preenchidos, copie o fim sua assinatura digitalizada ou assinatura digital. Por favor, ajustar o tamanho da assinatura no formulário.
4. O formulário deve ser assinado por todos os autores.
5. Finalmente, salvá-lo como PDF e enviá-lo através da plataforma OJS como arquivo suplementar ou correio revistadimensionempresarial@uautonoma.edu.co.
Se você tiver dúvidas contate-nos, por favor.
