Are We Ready for New Technologies? The Relation Between Human Values and Technology Readiness Applied to M-Commerce in Brazil

Ricardo Ken Fujihara; Lana Montezano; Solange Alfinito

Authors

Ricardo Ken Fujihara Faculty SENAC
Lana Montezano Brazilian Institute of Education, Development and Research
Solange Alfinito University of Brasília

Keywords:

human values, technology readiness, m-commerce, structural equation modeling, purchase intention

Abstract

This study describes the relation between human values and technology readiness in Brazilian mobile commerce (m-commerce). This study consisted of an online survey including the Portrait Values Questionnaire-Revised (PVQ-R), the Technology Readiness Index 2.0, and SES items in all Brazilian states (N=2,171). Our structural equation modeling showed that human values predicted technology readiness; and attitude, intention to purchase online via mobiles. Self-enhancement and openness to change positively influenced the technology readiness contributor factor, whereas self-transcendence negatively influenced the technology inhibitor factor, and conservation positively influenced it. Theoretical and managerial contributions developed a conceptual model involving human values, technology readiness, and intention to purchase online via mobiles. This study can help develop public policies related to information security, aiming to increase consumer confidence in using new technologies in m-commerce.

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Author Biographies

Ricardo Ken Fujihara, Faculty SENAC

PhD. in Administration at University of Brasília. Research in Consumer Behavior, Knowledge Management, Technology Information and Human Resources. Professor of Marketing and Statistics at Faculty SENAC-DF. Statistician at Brazilian Post.

Email: ricardowho@gmail.com
ORCID: https://orcid.org/0000-0001-7942-0144

Lana Montezano, Brazilian Institute of Education, Development and Research

Ph.D. in Administration by University of Brasília. Professor at the Brazilian Institute of Education, Development and Research (IDP – Brasília). Vice Coordinator and Researcher of the Government Innovation and Strategy Laboratory – LineGOV|UnB. Researcher in people management, competency management, innovation management.

Email: lanamontezano@gmail.com

ORCID: https://orcid.org/0000-0001-5288-4299

Solange Alfinito, University of Brasília

Associate professor at the Department of Business Management, University of Brasilia-UnB, Brazil. She is an economist with M.Sc. in Business Economics, and Ph.D. in Social Psychology, Work, and Organizations. In 2017, she developed her postdoctoral research project in marketing and sustainability at Aarhus University, Denmark, as a visiting researcher. She is head of the Conscient – Sustainable Consumption Research Lab at UnB (http://conscient.unb.br) and co-founder of SCORAI Brazil – Sustainable Consumption Research, Action, and Initiative in Brazil. Her research interests are sustainable consumption, consumer welfare, consumer vulnerability, consumer behavior, and its ethical and cultural aspects.

Email: salfinito@unb.br
ORCID: https://orcid.org/0000-0001-6235-7564