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Atitudes dos clientes e a adoção de RAISA : uma análise baseada no modelo TAM
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Autores
Orientador(es)
Resumo(s)
O dinamismo das tecnologias como inteligência artificial e robótica está a
transformar profundamente os serviços, gerando um debate crucial sobre a adoção dessas
inovações. Este estudo investiga as atitudes dos clientes em relação aos serviços
automatizados, particularmente a tecnologia RAISA (robótica, inteligência artificial e
automatização de serviços), cujo impacto em Portugal ainda é pouco compreendido pois
encontra-se numa fase inicial.
O estudo assenta numa metodologia quantitativa, conduzida através de um
questionário divulgado online. Resultante de uma amostragem não-probabilística por
conveniência, foram obtidas 451 respostas, das quais 319 se consideraram válidas.
Os resultados obtidos através de método de modelagem de equações estruturais de
mínimos quadrados (PLS-SEM) evidenciam que além de fatores tradicionais como
facilidade de uso e utilidade percebida, a atitude geral dos clientes em relação à tecnologia
e o seu interesse específico em adotar RAISA desempenham um papel significativo na
sua formação de atitudes. Por sua vez, encontra-se uma forte relação entre a atitude dos
utilizadores relativamente ao uso de RAISA e a sua intenção de adotar essa tecnologia,
corroborando estudos anteriores.
Este estudo enriquece o entendimento sobre a aceitação de tecnologia, expandindo
o modelo TAM para analisar atitudes em relação às inovações como RAISA. Destaca-se
o papel crucial das atitudes positivas dos utilizadores na adoção dessas tecnologias. Ao
remodelar a relação entre atitudes e adoção, este estudo fornece uma base sólida para
investigações futuras, impulsionando o desenvolvimento das teorias sobre o
comportamento dos utilizadores face às tecnologias emergentes.
A nível empresarial, é fundamental fomentar uma atitude positiva em relação a
RAISA, realçando benefícios específicos e personalizando a adoção conforme contextos
variados. Valorizar a facilidade de uso é essencial para melhorar a utilidade percebida. A
integração de RAISA deve ser acompanhada por experiências positivas e suporte ao
cliente eficaz, promovendo uma atitude favorável e incentivando a intenção de uso
contínuo.
The dynamism of technologies such as artificial intelligence and robotics is profoundly transforming services, sparking a crucial debate on the adoption of these innovations. This study investigates customer attitudes towards automated services, particularly RAISA technology (Robotics, Artificial Intelligence, and Service Automation), the impact of which in Portugal is still not fully understood due to its early stage of development. The study employs a quantitative methodology conducted through an online questionnaire. Utilizing a non-probabilistic convenience sampling method, 451 responses were collected, out of which 319 were considered valid. The results obtained through Partial Least Squares Structural Equation Modeling (PLS-SEM) demonstrate that, in addition to traditional factors like perceived ease of use and perceived usefulness, customers' overall attitude towards technology and their specific interest in adopting RAISA play a significant role in shaping their attitudes. Furthermore, a strong relationship between users' attitude towards using RAISA and their intention to adopt this technology was identified, aligning with previous studies. This study enhances the understanding of technology acceptance by expanding the Technology Acceptance Model (TAM) to analyze attitudes towards innovations like RAISA. It emphasizes the crucial role of users' positive attitudes in adopting such technologies. By reshaping the relationship between attitudes and adoption, this study provides a solid foundation for future research, driving the development of theories regarding user behavior towards emerging technologies. From a business standpoint, it is essential to cultivate a positive attitude towards RAISA, emphasizing specific benefits and customizing adoption according to various contexts. Valuing ease of use is crucial to enhancing perceived usefulness. The integration of RAISA must be accompanied by positive experiences and effective customer support, promoting a favorable attitude and encouraging continuous usage intention.
The dynamism of technologies such as artificial intelligence and robotics is profoundly transforming services, sparking a crucial debate on the adoption of these innovations. This study investigates customer attitudes towards automated services, particularly RAISA technology (Robotics, Artificial Intelligence, and Service Automation), the impact of which in Portugal is still not fully understood due to its early stage of development. The study employs a quantitative methodology conducted through an online questionnaire. Utilizing a non-probabilistic convenience sampling method, 451 responses were collected, out of which 319 were considered valid. The results obtained through Partial Least Squares Structural Equation Modeling (PLS-SEM) demonstrate that, in addition to traditional factors like perceived ease of use and perceived usefulness, customers' overall attitude towards technology and their specific interest in adopting RAISA play a significant role in shaping their attitudes. Furthermore, a strong relationship between users' attitude towards using RAISA and their intention to adopt this technology was identified, aligning with previous studies. This study enhances the understanding of technology acceptance by expanding the Technology Acceptance Model (TAM) to analyze attitudes towards innovations like RAISA. It emphasizes the crucial role of users' positive attitudes in adopting such technologies. By reshaping the relationship between attitudes and adoption, this study provides a solid foundation for future research, driving the development of theories regarding user behavior towards emerging technologies. From a business standpoint, it is essential to cultivate a positive attitude towards RAISA, emphasizing specific benefits and customizing adoption according to various contexts. Valuing ease of use is crucial to enhancing perceived usefulness. The integration of RAISA must be accompanied by positive experiences and effective customer support, promoting a favorable attitude and encouraging continuous usage intention.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
Robôs de serviço Inteligência artificial Automatização de serviços Atitude do cliente Intenção comportamental de uso Service robots Artificial intelligence Service automation Customer attitude Behavioral intention to use
Contexto Educativo
Citação
Moreira, André Filipe Silvério (2023). “Atitudes dos clientes e a adoção de RAISA : uma análise baseada no modelo TAM”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão