Does the use of technology create technology engagement? Comparing three structural models

Q1 Business, Management and Accounting

Spanish Journal of Marketing - ESIC Pub Date : 2022-09-08 DOI:10.1108/sjme-03-2022-0033

Cristina Calvo-Porral, Rogelio Pesqueira-Sanchez

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Abstract

Purpose Some aspects of technology behaviour remain unclear, such as the generation of technology use and engagement. So, this study aims to address the following question: does engagement with technology drive the use of technology?or does the use of technology create the engagement with technology? Design/methodology/approach Based on the uses and gratifications theory, this study compares three alternative competing models that explain technology behaviour on a sample of 715 individuals, using the selection criteria proposed by Mathieson. A comprehensive analysis and comparison of three structural competing models on technology behaviour, namely, “use-and-engagement”, “use-to-engagement” and “engagement-to-use”, are presented. Findings Findings show that the “use-and-engagement” model provides a better explanation of technology behaviour and is superior to predict technology behaviour, suggesting that both technology engagement and use could be considered as consequences. Originality/value This study’s major contribution is the empirical examination of three structural competing models and the selection of the best explaining model of technology behaviour.

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技术的使用是否创造了技术参与?三种结构模型的比较

技术行为的某些方面仍然不清楚，例如技术使用和参与的产生。因此，本研究旨在解决以下问题:与技术的接触是否会推动技术的使用?还是技术的使用创造了与技术的接触?基于使用和满足理论，本研究使用Mathieson提出的选择标准，比较了三种相互竞争的模型，这些模型解释了715个人样本的技术行为。本文对“使用-参与”、“使用-参与”和“参与-使用”三种技术行为结构竞争模型进行了全面分析和比较。研究结果表明，“使用-参与”模型更好地解释了技术行为，并且优于预测技术行为，这表明技术参与和使用都可以被视为后果。原创性/价值本研究的主要贡献在于对三种结构竞争模型的实证检验和对技术行为的最佳解释模型的选择。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing

CiteScore

9.10

自引率

0.00%

发文量

审稿时长

12 weeks

期刊介绍： Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.