Pomiar wartości postrzeganej przez konsumentów w badaniach akceptacji innowacji technologicznych
DOI:
https://doi.org/10.15678/ZNUEK.2019.0983.0503Słowa kluczowe:
postrzegana wartość, zachowania konsumentów, innowacje technologiczne, akceptacja technologiiAbstrakt
Cel: Celem artykułu jest analiza sposobu pomiaru postrzeganej przez konsumentów wartości do oceny akceptacji innowacji technologicznych.
Metodyka badań: W artykule wykorzystano krytyczną analizę literatury przedmiotu.
Wyniki badań: Porównano definicje i metody pomiaru postrzeganej wartości. Zidentyfikowano teorię wartości konsumpcyjnych oraz oparty na niej model PERVAL jako podejście oraz metodę pomiaru najlepiej przystosowane do badania wartości dla klienta innowacji technologicznych. Zaproponowano dalsze badania – sformułowano pytanie badawcze oraz wskazano autorski model akceptacji innowacji technologicznych czerpiący z teorii postrzeganej wartości.
Wnioski: W badaniach akceptacji innowacji technologicznych użyteczna jest konceptualizacja postrzeganej wartości jako różnicy pomiędzy korzyściami a kosztami w ramach czterech wymiarów wartości: funkcjonalnego, emocjonalnego, społecznego i monetarnego.
Wkład w rozwój dyscypliny: Analiza porównawcza koncepcji postrzeganej wartości i identyfikacja podejścia odpowiedniego w badaniach postrzeganej wartości innowacji technologicznych.
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