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Role of demographic factors, attitudes toward technology, and cultural values in the pbkp_rediction of technology-based consumer behaviors: A study in developing and emerging countries

Abstract:

This study investigates the pbkp_redictors of the use of technology-based products and services in Ecuador (a Latin American developing country) and Russia (an emerging economy). A comparative study helps pbkp_redict the use of four technology-based services, and tests the pbkp_redicting capacity of demographic factors, attitudes toward technology, and cultural values. The first stage of investigation involves confirmatory factor analyses and invariance tests on the measurement scales used. The results of the proposed regression models indicate that demographic variables have the highest pbkp_redictive capacity in the two countries. Attitudes toward technology also demonstrate some pbkp_redictive ability, while cultural values have a negligible direct impact on technology use. The results of structural equation models indicate that cultural values have a fundamental indirect impact on the use of technology-based services, and such effect is mediated by attitudes toward technology.