Comportamento de Rebanho no Uso da Tecnologia de Informação (Herd behavior in the Use of Information Technology)

Gustavo Hermínio Salati Marcondes Moraes (gustavo.salati@fca.unicamp.br)1


1UNICAMP - Universidade Estadual de Campinas

This paper appears in: Revista IEEE América Latina

Publication Date: Aug. 2016
Volume: 14,   Issue: 8 
ISSN: 1548-0992


Abstract:
The herd behavior in information technology is a phenomenon in which one follows the behavior of other people in relation to technology adoption and does not take into account your own information or knowledge. This research aimed to study the herd behavior in the use of information technology through a study in a dubbing application called dubsmash. A survey of 122 people who used the application was made. The study presented a robust model with high explanatory value. The results showed that Behavioral Control, Imitation and Motivations Hedonic positively influence the use of dubsmash application, demonstrating that the herd behavior occurred in this case with the positive influence of Imitation.

Index Terms:
Information Technology, Herd Behavior, Dubsmash   


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