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Role of demographic factors, attitudes toward technology, and cultural values in the prediction of technology-based consumer behaviors: A study in developing and emerging countries

Jorge Cruz-Cárdenas, Ekaterina Zabelina, Olga Deyneka, Jorge Guadalupe-Lanas and Margarita Velín-Fárez

Technological Forecasting and Social Change, 2019, vol. 149, issue C

Abstract: This study investigates the predictors of the use of technology-based products and services in Ecuador (a Latin American developing country) and Russia (an emerging economy). A comparative study helps predict the use of four technology-based services, and tests the predicting capacity of demographic factors, attitudes toward technology, and cultural values. The first stage of investigation involves confirmatory factor analyses and invariance tests on the measurement scales used. The results of the proposed regression models indicate that demographic variables have the highest predictive capacity in the two countries. Attitudes toward technology also demonstrate some predictive ability, while cultural values have a negligible direct impact on technology use. The results of structural equation models indicate that cultural values have a fundamental indirect impact on the use of technology-based services, and such effect is mediated by attitudes toward technology.

Keywords: Technology use; Demographics; Attitude toward technology; Cultural value; Developing country; Emerging economy (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:eee:tefoso:v:149:y:2019:i:c:s0040162519310704

DOI: 10.1016/j.techfore.2019.119768

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