Including the social factor in the technology acceptance model to convergent structures

Abstract

In the preferences construction from technologic products, consumers have incorporated each time more the use of new technologies in their daily lives. This article presents that products with multi-functionality or integrations have aroused interest in the market by including hedonic/social behavior in the moment of deciding to purchase an updated product, using its use as utilitarian to justify the decision. The article evaluates technologic integration, and hedonic and utilitarian behavior factors, besides the evaluation at the moment in which the product become hedonic and utilitarian simultaneously (Social Usefulness). The new mobile devices with many integrated services as internet, wireless, music, video and digital camera were used as the evaluated technology, applying the technology acceptance model (TAM), which exists since 1986 and proposing the inclusion of the social factor as decision to the acceptability (behavior) based on non-substitution of value, but inclusion of this one by the additional services applied.