Low socioeconomic class and consumer complexity expectations for new product technology = Efecto del nivel socioeconómico y las expectativas d e complejidad en la adopción de nuevos productos de tecnología

Abstract: This research improves the field's understanding of subsistence consumers by investigating how low socioeconomic class relates to expectations of complexity from new products. The study tests a model of the relationship between consumer socioeconomic class, self-esteem, self-assessed...

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Detalles Bibliográficos
Autor Principal: Barrios Fajardo, Andrés Alberto; Antonio Rosa, José; Camacho, Sonia; Trujillo, Carlos
Formato: Artículo (Article)
Lenguaje:Desconocido (Unknown)
Publicado: Journal of Business Research; Vo. 63, No. 6 2010
Materias:
Acceso en línea:http://babel.banrepcultural.org/cdm/ref/collection/p17054coll23/id/810
Descripción
Sumario:Abstract: This research improves the field's understanding of subsistence consumers by investigating how low socioeconomic class relates to expectations of complexity from new products. The study tests a model of the relationship between consumer socioeconomic class, self-esteem, self-assessed capabilities, and knowledge about product domains, and the influence of self-esteem, self-assessed capabilities, and product domain knowledge on consumer expectations of complexity when facing a new product technology. A sample of 266 Colombian consumers representing different socio-economic classes is used to test the model using structural equation modeling. The results show that self-esteem, self-assessed capabilities, and product domain knowledge are predictive of expectations of complexity, with low self-esteem, low capabilities, and low product knowledge leading to higher complexity expectations. Socioeconomic status relates closely to self-esteem, self-assessed capabilities, and product domain knowledge and can be used as a surrogate for the individual-level constructs. Resumen: Esta investigación avanza en el entendimiento de los consumidores de subsistencia mediante la investigación sobre como la clase socioeconómica influencia las expectativas de complejidad de nuevos productos. El estudio analiza un modelo de relación entre la clase socioeconómica, auto estima, estimación de capacidades, y conocimiento del dominio, sobre las expectativas de complejidad de un producto tecnológico. Una muestra de 266 consumidores colombianos de diferentes clases sociales, fue empleada para probar el modelo usando ecuaciones estructurales. Los resultados muestran las variables anteriormente mencionadas son predictores de las expectativas de complejidad.