Valores Cross-culturais de consumo para tecnologias inovadoras: Preferência e usabilidade

ABSTRACTThis paper presents an analysis of consumers’ behavior through technological innovations, from a qualitative approach, focusing on consumers of five Latin American countries - Argentina, Chile, Colombia, Mexico and Brazil - as a geographic reference base. The guiding principle of the research evaluates which factors are behind the consumption process and the adoption of innovative technologies by the consumers present in the surveyed countries. The netnography is used as a methodological basis for collecting and analyzing the information extracted from the comments posted on the cyber space. Therefore, we compared the characteristics and consumption preferences and desire of the consumers, in order to understand which elements are involved in the process of adopting innovative technologies, conducting, thus, a Cross-Cultural Research. The results indicated that for the six types of consumers found in the five countries surveyed, they were similar in their consumption values, pointing out that, in these countries, the consumption behavior of users of innovative the technologies is not affected by the culture of their region