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Previous issue date: 2017-03-27 / The theory of basic human values has been demonstrating, through an extensive body of
literature it?s universality across different cultures, as well as it?s influence in the most of the
motivated human behaviour (ROKEACH, 1973; SCHWARTZ, 1992, 2006). Through replication
and expansion of Mansori, Sambasivan e Md-Sidin (2015) modelo used in Malaysia. The present
study analysis through structural equations modeling the current structuring and effects of
individual values, religiosity and ethnicity on the innate innovativeness and the acceptance of new
products and services by the consumer in Brazil. The results confirm most of the theoretically
proposed relationships of conflict and cohesion between the individual basic values, innate
innovativeness and acceptance of new product and services by the consumer. Just as they
demonstrate the mediation of the basic individual values of openness to change and selfenhancement
between respondents religiosity and ethnicity. However, the results suggest that in
Brazil religiosity and ethnicity are in fact an ?exceptionality? and do not present a negative relation
with innate innovativeness and the acceptance of new products and services as traditionally
observed. Finally, it is known that the nature os human values is attributed both to individual
experiences, to the social context and its practices - e.g. religion and culture (SCHWARTZ;
HUISMANS, 1995; STEENKAMP; HOFSTEDE; WEDEL, 1999; VAN HERK; POORTINGA,
2012; BOER; FISCHER, 2013; SORTHEIX; L?NNQVIST, 2014; BARDI et al. 2014; BOER;
FISCHER, 2016). In the present study, the distribution of the basic individual values across the
national territory is in line with the socio-economic history of the regions and their current social
context, demonstrating that human values are also an adaptive resource. The present study
reinforces the evidence on the direct and indirect association between human values, religiosity,
ethnicity and consumer innovativeness (DAGHFOUS; PONS, 1999; MANSORI; SAMBASIVAN;
MD-SIDIN, 2015). Further discussions, limitations and suggestions are addressed at the end of this
research. / A teoria dos valores humanos b?sicos veem demonstrando, atrav?s de um extenso corpo de
literatura sua universalidade entre as diversas culturas, assim como sua influ?ncia em grande parte
dos comportamentos humanos motivados (ROKEACH, 1973; SCHWARTZ, 1992, 2006). Atrav?s
da replica??o e expans?o do modelo de Mansori, Sambasivan e Md-Sidin (2015) utilizado na
Mal?sia. O presente estudo analisa por meio de modelagem de equa??es estruturais a atual
estrutura??o e os efeitos dos valores individuais, religiosidade e etnicidade sobre a inovatividade
inata e a aceita??o de novos produtos e servi?os pelo consumidor no Brasil. Os resultados
confirmam a maioria das rela??es teoricamente propostas de coes?o e conflito entre os valores
individuais b?sicos, a inovatividade inata e a aceita??o de novos produtos e servi?os pelo
consumidor. Assim como demonstram a media??o entre os valores individuais b?sicos de abertura ?
mudan?a e auto-aprimoramento entre a religiosidade e etnicidade dos respondentes. No entanto, os
resultados sugerem que no Brasil a religiosidade e a etnicidade s?o de fato uma ?excepcionalidade?
e n?o apresentam uma rela??o negativa com a inovatividade inata e a aceita??o de novos produtos e
servi?os conforme ? tradicionalmente observado. Por fim, sabe-se que a natureza dos valores
humanos ? atribu?da tanto ? experi?ncias individuais, quanto ao contexto social e suas pr?ticas - p.
ex. religi?o e cultura (SCHWARTZ; HUISMANS, 1995; STEENKAMP; HOFSTEDE; WEDEL,
1999; VAN HERK; POORTINGA, 2012; BOER; FISCHER, 2013; SORTHEIX; L?NNQVIST,
2014; BARDI et al. 2014; BOER; FISCHER, 2016). No presente estudo, a distribui??o dos valores
individuais b?sicos pelo territ?rio nacional apresenta conson?ncia com o hist?rico s?cio-econ?mico
das regi?es e seu contexto social atual, demonstrando que os valores humanos tamb?m constituem
um recurso adaptativo. O presente estudo refor?a as evid?ncias sobre a associa??o direta ou indireta
entre os valores humanos, religiosidade, etnicidade e inovatividade do consumidor (DAGHFOUS;
PONS, 1999; MANSORI; SAMBASIVAN; MD-SIDIN, 2015). Demais discuss?es, limita??es e
sugest?es s?o abordados ao final desta pesquisa.
| Identifer | oai:union.ndltd.org:IBICT/oai:tede2.pucrs.br:tede/7521 |
| Date | 27 March 2017 |
| Creators | Ogiwara, Renan Sahity Ara?jo |
| Contributors | Damacena, Cl?udio |
| Publisher | Pontif?cia Universidade Cat?lica do Rio Grande do Sul, Programa de P?s-Gradua??o em Administra??o e Neg?cios, PUCRS, Brasil, Escola de Neg?cios |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Format | application/pdf |
| Source | reponame:Biblioteca Digital de Teses e Dissertações da PUC_RS, instname:Pontifícia Universidade Católica do Rio Grande do Sul, instacron:PUC_RS |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | -693708953863352273, 600, 600, 600, -4029489148974231049, 8024035432632778221 |
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