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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

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

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.

Suggested Citation

  • Cruz-Cárdenas, Jorge & Zabelina, Ekaterina & Deyneka, Olga & Guadalupe-Lanas, Jorge & Velín-Fárez, Margarita, 2019. "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," Technological Forecasting and Social Change, Elsevier, vol. 149(C).
    • Handle: RePEc:eee:tefoso:v:149:y:2019:i:c:s0040162519310704
    DOI: 10.1016/j.techfore.2019.119768
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    6. Ghouri, Arsalan Mujahid & Akhtar, Pervaiz & Haq, Mirza A. & Mani, Venkatesh & Arsenyan, Gayane & Meyer, Martin, 2021. "Real-time information sharing, customer orientation, and the exploration of intra-service industry differences: Malaysia as an emerging market," Technological Forecasting and Social Change, Elsevier, vol. 167(C).
    7. Cruz-Cárdenas, Jorge & Zabelina, Ekaterina & Guadalupe-Lanas, Jorge & Palacio-Fierro, Andrés & Ramos-Galarza, Carlos, 2021. "COVID-19, consumer behavior, technology, and society: A literature review and bibliometric analysis," Technological Forecasting and Social Change, Elsevier, vol. 173(C).
    8. Cruz-Cárdenas, Jorge & Guadalupe-Lanas, Jorge & Ramos-Galarza, Carlos & Palacio-Fierro, Andrés, 2021. "Drivers of technology readiness and motivations for consumption in explaining the tendency of consumers to use technology-based services," Journal of Business Research, Elsevier, vol. 122(C), pages 217-225.

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