The role of gender in the intended use of new technologies through the adapted TAM model

Carlos Alberto Alves, Evandro Luiz Lopes


Given the extensive role of technology in society and the growing presence of women in professional fields, the understanding of gender differences in the adoption of new technologies and usage decisions is an important issue for researchers of consumer behavior. In order to identify differences between men and women regarding the intended use of new technologies, we carried out a survey along with 833 university students on the use of mobile services. Data analysis, testing the TAM model (Technology Acceptance Model) adapted by means of structural equation modeling with partial least squares estimation, indicated, among other findings, that women are guided by utilitarianism while men are guided by the hedonic value of the consumption of this service.

Keywords: marketing, consumer behavior, buying process.

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