Proposição e validação de um modelo teórico de satisfação eletrônica e intenção de continuidade de uso dos serviços de streaming no Brasil
DOI:
https://doi.org/10.5007/2175-8077.2024.e73310Palavras-chave:
Aceitação da Tecnologia, Satisfação Eletrônica, Intensão de Continuidade de Uso, UTAUT2, Serviços de StreamingResumo
Objetivo: Propor e testar um modelo teórico capaz de relacionar os fatores que afetam a Satisfação Eletrônica e a Continuidade de Uso dos Serviços de Streaming dos consumidores brasileiros.
Metodologia/abordagem: Identificou-se o modelo UTAUT2 e outros fatores que foram agregados ao modelo como meios de identificar os antecedentes da Satisfação Eletrônica e a Continuidade de Uso dos Serviços de Streaming. O modelo de pesquisa foi analisado a partir de 389 respostas válidas obtidas por meio de um survey. A análise dos dados foi realizada utilizando-se o software R e seus pacotes para Modelagem de Equações Estruturais.
Originalidade/relevância: Os Serviços de Streaming são uma forma de distribuição digital por meio de pacotes em que não é necessário efetuar download para ter acesso ao conteúdo de mídia. A literatura afirma que com o desenvolvimento e disponibilização de novas tecnologias no mercado, é necessário analisar os fatores comportamentais relacionados ao comportamento dos consumidores.
Principais resultados: O modelo de pesquisa apresentado explica 83,1% da variação da Satisfação Eletrônica com os Serviços de Streaming e 56,5% da variação de sua Continuidade de Uso.
Contribuições teóricas: Os resultados ampliam a teoria sobre sistemas de informação e comunicação digital, explorando pela primeira vez a Satisfação eletrônica e o uso contínuo de streaming em negócios digitais.
Contribuições para a gestão: Os gestores que focarem em melhorar a expectativa de desempenho, as condições facilitadoras e a influência social dos usuários pode aumentar significativamente a satisfação eletrônica e a continuidade do uso dos serviços de streaming.
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Todas as submissões recebidas para avaliação na revista RCA passam por identificação de plágio e autoplágio. Plágios identificados em manuscritos durante o processo de avaliação acarretarão no arquivamento da submissão. No caso de identificação de plágio em um manuscrito publicado na revista, o Editor Chefe conduzirá uma investigação preliminar e, caso necessário, fará a retratação.
Os autores cedem à RCA os direitos exclusivos de primeira publicação, com o trabalho simultaneamente licenciado sob a Licença Creative Commons (CC BY) 4.0 Internacional.
Os autores têm autorização para assumir contratos adicionais separadamente, para distribuição não exclusiva da versão do trabalho publicada neste periódico (ex.: publicar em repositório institucional, em site pessoal, publicar uma tradução, ou como capítulo de livro), com reconhecimento de autoria e publicação inicial neste periódico.
Esta licença permite que qualquer usuário tenha direito de:
Compartilhar – copiar, baixar, imprimir ou redistribuir o material em qualquer suporte ou formato.
Adaptar – remixar, transformar e criar a partir do material para qualquer fim, mesmo que comercial.
De acordo com os seguintes termos:
Atribuição – Você deve dar o crédito apropriado (citar e referenciar), prover um link para a licença e indicar se mudanças foram feitas. Você deve fazê-lo em qualquer circunstância razoável, mas de maneira alguma que sugira ao licenciante apoiar você ou o seu uso.
Sem restrições adicionais – Você não pode aplicar termos jurídicos ou medidas de caráter tecnológico que restrinjam legalmente outros de fazerem algo que a licença permita.
