Истраживање утицаја демографских фактора на став потрошача и коришћење технологије

  • Lydiah Kiburu STRATHMORE UNIVERSITY BUSINESS SCHOOL
  • Nathaniel Boso Kwame Nkurumah University of Science and Technology, Kumasi, Ghana
  • Nancy Njiraini Strathmore University Business School
DOI: https://doi.org/10.5937/sjm18-44381
Ključne reči: демографски фактори, ставови потрошача, употреба технологије, мобилно банкарство, Кенија

Sažetak


Како технологија наставља да дефинише начин живота и интеракције, компаније све више траже емпиријске доказе о томе како ставови потрошача према технологији утичу на коришћење технологије. Постоје неадекватна истраживања на тржиштима у развоју о томе у којој мери демографски фактори утичу на однос између ставова потрошача и употребе технологије. Стога, ова студија је разрешила овај јаз користећи податке корисника мобилног банкарства у Кенији, како би се тестирала модерирајућа улога нивоа образовања, старости, нивои прихода и пола. Кенија је одабрана за ово истраживање због високе пенетрације и нивоа употребе мобилне технологије.
Резултати показују да је само ниво образовања имао статистички значајан утицај. Разматране су теоријске импликације и импликације на управљање потрошачима, као и правци за даља истраживања. Студија разматра импликације истраживања са теоријске, емпиријске, политичке и индустријске перспективе. Такође се препоручују будући правци истраживања.

Biografije autora

Nathaniel Boso, Kwame Nkurumah University of Science and Technology, Kumasi, Ghana

Nathaniel Boso (PhD, Loughborough University) is Oliver R. Tambo Africa Professorial Research Chair in Technology Entrepreneurship and Professor of International Marketing and Strategy at Kwame Nkrumah University of Science and Technology, Ghana. He is also an Extraordinary Professor at University of Pretoria’s Gordon Institute of Business Science (South Africa). He was previously an Associate Professor of Marketing at the University of Leeds (United Kingdom). He has published in high impact journals including Journal of International Business Studies, Journal of Business Venturing, Journal of Product Innovation Management, Industrial Marketing Management, Journal of International Marketing, and Journal of Business Logistics among others

Nancy Njiraini, Strathmore University Business School

Dr. Nancy Njiraini has work experience that spans across over three decades, first in corporate for over twenty years then in academia in the last ten years and is currently a faculty member at Strathmore University. Nancy is a chartered marketer from CIM UK and a certified coach. Her current research interests are based around consumer culture and societal marketing, lifelong learning in its various forms and critical thinking. Her qualifications include PhD, MSc and MBA in Marketing. She is an active member of various groups and associations and has published reports, book chapters and journal articles.

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Objavljeno
2023/11/16
Broj časopisa
Vol. 18 Br. 2 (2023): Serbian Journal of Management
Rubrika
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