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

Fujihara, Ricardo Ken; Montezano, Lana; Alfinito, Solange

doi:10.1590/1984-92302022v29n0024EN

person Ricardo Ken Fujihara

schoolUniversity of Brasília, Brasília, Brazil

0000-0001-7942-0144

person Lana Montezano

schoolUniversity of Brasília, Brasília, Brazil

0000-0001-5288-4299

person Solange Alfinito

schoolUniversity of Brasília, Brasília, Brazil

0000-0001-6235-7564

Associate Editor: Amarolinda Klein

Authorship

Ricardo Ken Fujihara

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

Lana Montezano

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

Solange Alfinito

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

Conflict of interests

The authors have stated that there is no conflict of interest.

Authors’ contributions

First author: conceptualization (lead), data curation (lead), formal analysis (lead), investigation (lead), methodology (lead), project administration (lead), validation (lead), visualization (equal), writing-original draft (lead), writing-review & editing (equal).

Second author: data curation (supporting), formal analysis (supporting), investigation (supporting), visualization (equal), writing-original draft (supporting), writing-review & editing (equal).

Third author: conceptualization (supporting), data curation (supporting), formal analysis (supporting), investigation (supporting), methodology (supporting), supervision (lead), validation (supporting), visualization (supporting), writing-original draft (supporting), writing-review & editing (equal).

Categories	Motivational Types	Values	Conceptual definitions according to motivational goals
Growth – Self-Expansion	Openness to Change	Self-direction (Thought)	Freedom to cultivate one’s own ideas and abilities
		Self-direction (Action)	Freedom to determine one’s own actions
		Stimulation	Excitement, novelty, and change
	Self-Transcendence	Humility	Recognizing one’s insignificance in the larger scheme of things
		Benevolence (Dependability)	Being a reliable and trustworthy member of an ingroup
		Benevolence (Caring)	Devotion to the welfare of ingroup members
		Universalism (Concern)	Commitment to equality, justice, and protection for all people
		Universalism (Nature)	Preservation of the natural environment
		Universalism (Tolerance)	Acceptance and understanding of those who are different from oneself
Self-Protection – Anxiety-Avoidance Self-Protection – Anxiety-Avoidance (cont.)	Self-Enhancement	Hedonism	Pleasure and sensuous gratification
		Achievement	Success according to social standards
		Power (Dominance)	Power via control over people
		Power (Resources)	Power by control of material and social resources
	Conservation	Face	Security and power by maintaining one’s public image and avoiding humiliation
		Security (Personal)	Safety in one’s immediate environment
		Security (Societal)	Safety and stability in the wider society
		Tradition	Maintaining and preserving cultural, family, or religious traditions
		Conformity (Rules)	Compliance with rules, laws, and formal obligations
		Conformity (Interpersonal)	Avoidance of upsetting or harming other people

Code	Hypotheses
H1	Motivational types influence attitudes regarding technology readiness.
H2	Openness to change positively influences the TRI contributor factor.
H3	Self-enhancement positively influences the TRI contributor factor.
H4	Self-transcendence positively influences the TRI inhibitor factor.
H5	Conservation positively influences the TRI inhibitor factor.
H6	The contributor factor positively influences online purchase intention via mobile (m-commerce).
H7	The inhibitor factor negatively influences online purchase intention via mobile (m-commerce).
H8	The attitude of using a mobile for online purchases (m-commerce) positively influences online purchase intention via mobiles (m-commerce).

Adjustment indices	Index	Result for the initial model	Result for the re-specified model	Criteria ( Hair et al., 2005 )
Absolute indices	χ2/g.l.	7.991	5.242	1 ≤ χ2/g.l. ≤5
	p	0.000	0.000	<0.05
	GFI (AGFI)	0.836 (0.819)	0.927 (0.914)	>0.90
	SRMR	0.0706	0.0599	<0.10
Relative indices	CFI	0.801	0.911	>0.90
Relative indices	TLI	0.758	0.902	>0.90
Parsimony indices	PCFI	0.757	0.823	>0.60
Parsimony indices	PGFI	0.758	0.792	>0.60
Population discrepancy indices	RMSEA	0.057	0.044	<0.10
Model comparison indices	AIC	9106.495	3176.615	The lower, the better
	BIC	9754.351	3727.860	The lower, the better
	CAIC	9868.351	3824.860	The lower, the better
	ECVI	4.197	1.464	The lower, the better

Factor	Composite Reliability (CR)	Average Variance Extracted (AVE)	Shared Variance (SV)	SV2
Conductors	0.6886	0.2615	0.33	0.1089
Inhibitors	0.5644	0.1717

MT	→	TRI	Estimate	S.E.	C.R.	p-value	Hypothesis
OpenChan	→	Contributors	0.153	0.024	6.258	0.001	H2
SelfEnh	→	Contributors	0.191	0.025	7.504	0.000	H3
SelfTrans	→	Inhibitors	-0.083	0.024	-3.500	0.000	H4
Conserv	→	Inhibitors	0.193	0.028	6.800	0.000	H5

MT	→	TRI	Estimate	Hypothesis
OpenChan	→	Contributors	0.176	H2
SelfEnh	→	Contributors	0.219	H3
SelfTrans	→	Inhibitors	-0.163	H4
Conserv	→	Inhibitors	0.376	H5

TRI	→	Attitude to online purchases	Estimate	S.E.	C.R.	p-value	Hypothesis
Contributors	→	Attitude	0.354	0.027	13.188	0.000	H6
Inhibitors	→	Attitude	-0.741	0.068	-10.839	0.000	H7

TRI	→	Attitude to online purchases	Standardized estimate	Hypothesis
Contributors	→	Attitude	0.337	H6
Inhibitors	→	Attitude	-0.415	H7

Purchase	→	Intention	Estimate	S.E.	C.R.	p-value	Hypothesis
Attitude	→	Intention	1.127	0.027	41.090	0.000	H8
Purchase	→	Intention	Standardized estimate	Hypothesis
Attitude	→	Intention	0.936	H8

Code	Hypothesis	Conclusion
H1	Motivational types influence attitudes regarding technology readiness.	Not rejected
H2	Self-enhancement positively influences the TRI contributing factor.	Not rejected
H3	Openness to change positively influences the TRI contributing factor	Not rejected
H4	Self-transcendence positively influences the TRI inhibiting factor.	Rejected
H5	Conservation positively influences the TRI inhibiting factor.	Not rejected
H6	The contributing factor positively influences online purchase intention via mobiles (m-commerce).	Not rejected
H7	The inhibiting factor negatively influences online purchase intention via mobiles (m-commerce).	Not rejected
H8	Online purchase attitude via mobiles (m-commerce) positively influences online purchase intention via mobiles (m-commerce).	Not rejected

[TFN1] Note. S.E.: Standard Error; C.R.: Critical Ratio.

[2] Sources: Elaborated by the authors.

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

Abstract