Uma integração das teorias da alocação do tempo e unificada de aceitação e uso da tecnologia: a adoção de plataforma de streaming

Abstract

The digital transformation in general and some of its commercial manifestations in particular leave doubts about the intentions of the consumer, in light of the reality of physical products, which have already been extensively investigated. Therefore, this dissertation aims to identify a set of influential factors for the use of digital technology (especially streaming platform services - PS), with or without gratuity. To do so, I use and integrate insights from two theories. One is the Unified Theory of Acceptance and Use of Technology, version 2 (UTAUT2), which models the paths for the use of a new technology based on seven antecedents: Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, Hedonic Motivation, Perceived Value, and Habit. The other is the Time Allocation Theory (TAT), which addresses, among other relationships, the relationship between leisure time allocation and individual and family well-being. In the widespread and often intense use of digital services (such as video games and smartphones) by many consumers, it is unknown how the relationship between the time thus applied and the person's well-being is affected. To model this phenomenon, we included the antecedent variables: Individualized Consumption and Leisure Time; and the consequent variables: Satisfaction and Happiness, in an integrative model. To test the relationships, data were collected from 439 PS users from 15 Brazilian states. Structural Equation Modeling was applied to the data using the SmartPLS software. In the results, the new variables have a relationship with the integrative model, with Satisfaction positively influencing consumer Happiness, as well as strengthening the Individualized Consumption construct for PS. Finally, some theoretical and managerial implications are presented.