Proposición y validación de un modelo teórico de satisfacción electrónica e intención de continuidad de uso de los servicios de streaming en Brasil
DOI:
https://doi.org/10.5007/2175-8077.2024.e73310Palabras clave:
Aceptación de la Tecnología, Satisfacción Electrónica, Intención de Continuidad de Uso, UTAUT2, Servicios de StreamingResumen
Objetivo: Proponer y probar un modelo teórico capaz de relacionar los factores que afectan la Satisfacción Electrónica y la Continuidad de Uso de los Servicios de Streaming entre los consumidores brasileños.
Metodología/enfoque: Se identificó el modelo UTAUT2 y otros factores que se agregaron al modelo como medio para identificar los antecedentes de Satisfacción Electrónica y Continuidad de Uso de los Servicios de Streaming. El modelo de investigación fue analizado con base en 389 respuestas válidas obtenidas a través de una encuesta. El análisis de los datos se realizó utilizando el software R y sus paquetes para Modelado de Ecuaciones Estructurales.
Originalidad/relevancia: Los Servicios de Streaming distribuyen contenido digital sin descargar. La literatura afirma que, con nuevas tecnologías, es esencial analizar factores comportamentales del consumidor.
Principales resultados: El modelo de investigación presentado explica el 83,1% de la variación en la Satisfacción Electrónica con los Servicios de Streaming y el 56,5% de la variación en la Continuidad de Uso.
Contribuciones teóricas: Los resultados amplían la teoría sobre los sistemas digitales de información y comunicación, explorando por primera vez la Satisfacción electrónica y el uso continuo del streaming en los negocios digitales.
Contribución a la gestión: Los gerentes que se enfocan en mejorar las expectativas de desempeño, facilitar las condiciones y la influencia social de los usuarios pueden aumentar significativamente la satisfacción electrónica y el uso continuo de los servicios de streaming.
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Todos los envíos recibidos para evaluación en la revista RCA pasan por la identificación de plagio y autoplagio. El plagio identificado en los manuscritos durante el proceso de evaluación dará lugar al archivo del envío. Si se identifica plagio en un manuscrito publicado en la revista, el Editor Jefe realizará una investigación preliminar y, de ser necesario, se retractará.
Los autores otorgan a RCA los derechos exclusivos de primera publicación, estando la obra licenciada simultáneamente bajo la Licencia Creative Commons (CC BY) 4.0 Internacional.
Los autores están autorizados a celebrar contratos adicionales por separado, para la distribución no exclusiva de la versión del trabajo publicado en esta revista (por ejemplo, publicación en un repositorio institucional, en un sitio web personal, publicación de una traducción o como capítulo de un libro), con reconocimiento de autoría y publicación inicial en esta revista.
Esta licencia permite a cualquier usuario tener derecho a:
Compartir: copiar, descargar, imprimir o redistribuir el material en cualquier medio o formato.
Adapte: remezcle, transforme y cree a partir del material para cualquier propósito, incluso comercial.
Bajo los siguientes términos:
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Sin restricciones adicionales: no puede aplicar términos legales ni medidas tecnológicas que restrinjan legalmente a otros hacer algo que la licencia permite.
