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El papel moderador del control de incertidumbre, la orientación a largo plazo y el individualismo en el efecto del riesgo percibido sobre la aceptación de un sitio web
THE MODERATING ROLE OF UNCERTAINTY CONTROL, LONG-TERM ORIENTATION AND INDIVIDUALISM ON THE PERCEIVED RISK ABOUT WEBSITES ACCEPTANCE
O PAPEL MODERADOR DO CONTROLE DE INCERTEZA, A ORIENTAÇÃO EM LONGO PRAZO E O INDIVIDUALISMO NO EFEITO DO RISCO PERCEBIDO SOBRE A ACEITAÇÃO DE UM SITE
DOI:
https://doi.org/10.15446/innovar.v26n63.60663Palabras clave:
Riesgo percibido, actitud, lealtad, valores culturales (es)Perceived risk, attitude, loyalty, cultural values (en)
Risco percebido, atitude, lealdade, valores culturais (pt)
La creciente globalización de los mercados está haciendo que las compañías que optan por operar en mercados internacionales presten una atención especial a cómo las diferencias culturales entre países afectan la respuesta del consumidor. Esta circunstancia es especialmente importante para aquellas compañías que desarrollan su actividad comercial a través de Internet como, por ejemplo, las empresas de comercio electrónico, los hoteles o los operadores turísticos. Este trabajo busca plantear un modelo de aceptación y procesamiento de la información web que permita examinar el papel antecedente que juega el riesgo percibido en la formación de actitudes hacia el sitio web y en la construcción de lealtad hacia este, teniendo en cuenta en qué medida la cultura del país a la que pertenece el usuario y, concretamente, ciertos valores culturales -como el control de incertidumbre, la orientación a largo plazo y el individualismo- moderan las relaciones planteadas. Para cumplir con dicho objetivo se lleva a cabo un diseño experimental sobre una página web de un destino turístico ficticio, que ha permitido concluir el importante papel antecedente del riesgo percibido en la adopción del sitio web y el efecto moderador de los valores culturales.
A crescente globalização dos mercados está fazendo que as companhias que optam por operar em mercados internacionais prestem uma atenção especial a como as diferenças culturais entre países afetam a resposta do consumidor. Essa circunstância é especialmente importante para aquelas companhias que desenvolvem sua atividade comercial por meio da Internet como, por exemplo, as empresas de comércio eletrônico, os hotéis ou os operadores turísticos. Este trabalho procura propor um modelo de aceitação e processamento da informação na web que permita examinar o papel antecedente que o risco percebido tem na formação de atitudes para o site e na construção de lealdade a este, levando em consideração em que medida a cultura do país à qual pertencem o usuário e, concretamente, certos valores culturais -como o controle de incerteza, a orientação em longo prazo e o individualismo- moderam as relações propostas. Para cumprir com esse objetivo, realiza-se um desenho experimental sobre um site de um destino turístico fictício, que permitiu concluir o importante papel antecedente do risco percebido na adoção do site e o efeito moderador dos valores culturais.
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