Please use this identifier to cite or link to this item: http://hdl.handle.net/10773/15117
Title: Relação entre a atmosfera virtual, as emoções, as atitudes e o uso real de um site
Author: Ferreira, Mariana Mira
Advisor: Moreira, António Carrizo
Keywords: Gestão
Páginas web
Tecnologia digital
Comportamento dos consumidores
Realidade virtual - Aspectos psicológicos
Defense Date: 16-Dec-2014
Publisher: Universidade de Aveiro
Abstract: O presente trabalho tem o seu ponto de partida na teoria da ação racional, no modelo da aceitação da tecnologia, na teoria do comportamento planeado e no modelo de aceitação do banco online. Tem como objetivo entender as relações entre os seguintes constructos: atmosfera virtual, emoções, atitudes, intenção de uso e uso real. Para tal, este trabalho tenta perceber: quais os componentes da atmosfera virtual que mais influenciam as emoções; quais as relações entre as emoções e as atitudes; se as características individuais, as experiências passadas e a confiança influenciam as atitudes; se as atitudes influenciam a intenção de uso; e se esta tem influência direta no uso real. Para tal, desenvolveu-se um modelo conceptual explicitando as relações entre estas variáveis. Em termos metodológicos utilizou-se a estatística descritiva, a análise fatorial e a regressão linear múltipla para perceber as relações entre as variáveis acima referidas. Os resultados mostram que os gráficos influenciam o prazer que por sua vez influencia as atitudes. A identidade social também influencia as atitudes. A relação entre as caraterísticas individuais e as atitudes é claramente explicada pela identidade social, sendo que o altruísmo e a telepresença não têm qualquer papel relevante. As atitudes não têm qualquer influência na intenção de uso que apenas sente influência das experiências passadas. A intenção de uso é um forte preditor do uso real.
This study has it’s starting point in the theory of reasoned action, the technology acceptance model, the theory of planned behavior and the internet banking acceptance model. Aims to understand the relationships among the following constructs: virtual atmosphere, emotions, attitudes, intention to use and actual use. In order to do this, this study tries to understand: what are the components of the virtual atmosphere that influence the emotions; which are the relations between emotions and attitudes; whether individual characteristics, past experiences and trust influence attitudes; whether attitudes influence the intention to use; and if this has a direct influence on actual use. To this end, we developed a conceptual model explaining the relationships among these variables. In terms of methodology we used descriptive statistics, factor analysis and multiple linear regression to understand relationships between the variables mentioned above. The results show that graphics influence pleasure, which in turn influences attitudes. Social identity also influences attitudes. The relationship between individual characteristics and attitudes is clearly explained by social identity, and altruism and telepresence have no relevant role. Attitudes have no influence on the intention to use, as it only feels the influence of past experiences. The intention to use is a strong predictor of actual use.This study has it’s starting point in the theory of reasoned action, the technology acceptance model, the theory of planned behavior and the internet banking acceptance model. Aims to understand the relationships among the following constructs: virtual atmosphere, emotions, attitudes, intention to use and actual use. In order to do this, this study tries to understand: what are the components of the virtual atmosphere that influence the emotions; which are the relations between emotions and attitudes; whether individual characteristics, past experiences and trust influence attitudes; whether attitudes influence the intention to use; and if this has a direct influence on actual use. To this end, we developed a conceptual model explaining the relationships among these variables. In terms of methodology we used descriptive statistics, factor analysis and multiple linear regression to understand relationships between the variables mentioned above. The results show that graphics influence pleasure, which in turn influences attitudes. Social identity also influences attitudes. The relationship between individual characteristics and attitudes is clearly explained by social identity, and altruism and telepresence have no relevant role. Attitudes have no influence on the intention to use, as it only feels the influence of past experiences. The intention to use is a strong predictor of actual use.
Description: Mestrado em Gestão
URI: http://hdl.handle.net/10773/15117
Appears in Collections:UA - Dissertações de mestrado
DEGEIT - Dissertações de mestrado

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