Submitted by Núcleo de Pós-Graduação Administração (npgadm@ufba.br) on 2017-08-08T17:17:27Z No. of bitstreams: 1 Luciana Alves.pdf: 1015796 bytes, checksum: e72836fa2223826be11c5c085d5f04de (MD5) / Approved for entry into archive by Maria Angela Dortas (dortas@ufba.br) on 2017-08-18T19:20:02Z (GMT) No. of bitstreams: 1 Luciana Alves.pdf: 1015796 bytes, checksum: e72836fa2223826be11c5c085d5f04de (MD5) / Made available in DSpace on 2017-08-18T19:20:03Z (GMT). No. of bitstreams: 1 Luciana Alves.pdf: 1015796 bytes, checksum: e72836fa2223826be11c5c085d5f04de (MD5) / O presente estudo apresenta como objetivo geral verificar os fatores que motivam a adoção das compras coletivas na internet por parte dos consumidores. Para atingir esta finalidade, a pesquisa utiliza como base teórica o modelo Unified Theory of Acceptance and Use of Technology 2 (UTAUT 2), um atual modelo de análise de adoção de tecnologia proposto por Venkatesh, Thong e Xu (2012). Os construtos derivados deste modelo e estudados neste trabalho são: “Expectativa de Desempenho”, “Expectativa de Esforço”, “Influência Social”, “Condições Facilitadoras”, “Hábito”, “Motivação Hedônica”, “Relevância do Preço” e “Intenção de Uso”. A natureza do estudo é descritiva e a abordagem é quantitativa. A coleta dos dados foi feita através de um questionário aplicado em uma amostra de 253 consumidores de sites de compras coletivas e a análise desses dados foi feita por meio de estatísticas descritivas, análise fatorial exploratória e análise de regressão linear múltipla. Os resultados apontaram ainda que as percepções de Expectativa de Desempenho, Influência Social, Relevância do Preço e Hábito influenciam a intenção de uso de sites de compras coletivas por parte dos pesquisados. Observou-se ainda que as percepções de Expectativa de Esforço, Condições Facilitadoras e Motivação Hedônica não influenciam a intenção de uso dos pesquisados. As conclusões deste estudo sinalizam a importância de observação da demanda dos consumidores por parte das empresas de compras coletivas na internet. Percebe-se, assim, a necessidade de adaptação ao novo consumidor, conhecendo os fatores que influenciam a intenção de compra. / The present study has as main objective to identify the factors that motivate the adoption of group buying on the internet by consumers. To achieve this purpose, the research uses as its theoretical basis the Unified Theory of Acceptance and Use of Technology 2 (2 UTAUT), a current analysis model of technology adoption proposed by Venkatesh, Thong and Xu (2012). The constructs derived from this model and studied in this work are: “Performance Expectancy”, “Effort Expectancy”, “Social Influence”, “Facilitating Conditions”, “Habit”, “Hedonic Motivation”, “Price Value” and “Behavioral Intention”. The nature of the study is descriptive and the approach is quantitative. Data collection was done through a questionnaire applied to a sample of 253 consumers from group buying sites and data analysis was done using descriptive statistics, exploratory factor analysis and multiple linear regression analysis. The results indicated that perceptions of Performance Expectancy, Social Influence, Price Value and Habit influence the intention to use collective purchasing by the surveyed sites. It was also observed that perceptions of Effort Expectancy, Facilitating Conditions and Motivation Hedonic not influence the intended use of those surveyed. The findings of this study show the importance of observation of consumer demand on the part of group buying companies on the internet. Thus, it’s perceivable the need to adapt to the new consumer, knowing the factors that influence purchase intent.

Background: The incorporation of artificial intelligence (AI), particularly OpenAI's ChatGPT, in higher education, has sparked substantial discourse since its introduction. AI's transformative role in higher education is largely recognized. Despite its potential to revolutionize the pedagogical field, its application raises several concerns. This research seeks to shed light on the dynamics of ChatGPT use in higher education, contributing to the dialogue surrounding AI's educational implications. Purpose: The analysis of the factors influencing ChatGPTs’ adoption, perception, and its effect on learning experience to help the higher education sector deal with challenges and opportunities presented by the chatbot. Method: The study is conducted on a constructivist-interpretivist ground, employing a qualitative, observation-based, exploratory cross-sectional case study. Semi-structured interviews, based on the UTAUT 2 model, are used as the primary data collection method. Thematic analysis was used to analyze the data and create themes, which combined with an abductive approach helped derive broader meaning and implications. Conclusion: Through a trichotomous model, the researchers have identified the primary factors contributing to ChatGPT adoption, its´ role in the post-adoption period, students’ perspectives on the tool and its future integration, as well as what they perceive the role of the educators is in this evolved landscape, and identifying main psychosocial effects the AI tool has on its users. The results highlight the importance of informed decision making, taking a balanced approach to2assimilating ChatGPT into education, paying attention not only to technical benefits but also to impacts on the learner. Suggestions to extend the UTAUT2 model are made. Avenues for further research are opened by the limitations of this study, and by the interplay of the segments in the tri-part model.

Utveckling inom digitala- och sociala medier håller på att omdefiniera hur åskådarskap kommer se ut i framtiden. I kombination med en pandemi och en global klimatkris ställer det nya krav på hur sportarenor kan generera besökare till sina evenemang. Studiens syfte var därför att skapa förståelse för vilka förväntningar besökaren har på en virtuell arena samt skapa förståelse för vilka faktorer som är avgörande för användarens avsikt att besöka en virtuell arena. Studien har en kvalitativ ansats och empiri har samlats in genom tre strukturerade fokusgrupper. Unified theory of acceptance and use of technology 2 (UTAUT 2) användes som baslinje i studien och har utifrån analys och diskussion av studiens empiri utökats med fler element för att vara applicerbar i den befintliga fallet. Resultatet visade att en virtuell arena bör bidra med ett mervärde jämfört med en fysisk arena. Detta genom tillgång till exklusivt material och exklusiva områden. Vidare drogs slutsatserna att förväntad möjlighet till social interaktion, förväntad förbättrad informations- och upplevelsekonsumtion och förväntad möjlighet till personaliserad upplevelse har indirekt inverkan på användarens avsikt att använda den virtuella arenan genom hedonisk motivation och prestationsförväntan. Förväntad ansträngning visade sig vara en avgörande faktor som i sin tur påverkas av tillgänglighet, användarvänlighet och teknisk prestanda. Prisvärde visade sig vara en starkt avgörande faktor. Slutligen konstaterades intresse för sporten vara en ny modererande faktor med direkt inverkan på användarens avsikt att besöka den virtuella arenan. / Development within digital and social media is redefining how spectators will experience sport in the future. In combination with a pandemic and a global climate crisis, it creates new demands on how sports arenas can generate visitors to their events. The aim of this study was therefore to gain an understanding of the visitor’s expectations on a virtual arena as well as to identify key factors that affect the consumer’s intention to visit a virtual arena. The study has a qualitative approach and empirical data has been collected through three structured focus groups. Unified Theory of acceptance and use of technology 2 (UTAUT 2) was used as a theoretical foundation and was extended with more elements through analysis and discussion, to better suit the current situation. The results of the study indicated that a virtual arena should contribute added value compared to a physical arena, through access to exclusive material and exclusive areas. Furthermore, it was concluded that expected opportunity for social interaction, expected improved information- and experience consumption and expected opportunity for personalized experience have an indirect impact on the visitor’s intention to use the virtual arena through hedonic motivation and performance expectancy. Effort expectancy proved to be a crucial factor which in turn is affected by accessibility, ease of use, and technical performance. Price value is shown to be a strong decisive factor. Finally, it is stated that interest in the sport is a new moderating factor with a direct impact on the user’s intention to visit the virtual arena.

Durante los últimos meses, el COVID-19 ha generado diversos cambios en el ámbito económico, social y personal de la sociedad. Tanto en el Perú como en todos los países del mundo se enfrentan a un entorno cambiante que los forza a adaptarse a los nuevos hábitos de vida y de consumo. De este modo, los rubros más importantes y básicos de la sociedad se vieron en la obligación de incurrir a nuevas formas de atención al consumidor, sin dejar la buena experiencia de consumo y de calidad de servicio para el usuario. El presente artículo destaca un enfoque en la intención de uso de plataformas eHealth, a partir del modelo UTAUT 2. Del mismo modo, nos basamos en la revisión de la literatura de los constructos incorporados en el modelo UTAUT 2 en un contexto pandémico que permitirá comprender los factores de la adaptación e intención de uso de las herramientas tecnológicas eHealth. / In recent months, COVID-19 has generated various changes in the economic, social and personal sphere of society. Both in Peru and in all the countries of the world they face a changing environment that forces them to adapt to new habits of life and consumption. In this way, the most important and basic areas of society were forced to incur new forms of customer service, without leaving a good consumer experience and quality of service for the user. This article highlights a focus on the intention to use eHealth platforms, based on the UTAUT 2 model. In the same way, we are based on the literature review of the constructs incorporated in the UTAUT 2 model in a pandemic context that will allow us to understand the factors of adaptation and intention to use eHealth technological tools. / Trabajo de investigación