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Academic literature on the topic 'Technological perception determinants'
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Journal articles on the topic "Technological perception determinants"
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Cáceres-Zambrano, Jeimmy, Joaquín Guillermo Ramírez-Gil, and Dursun Barrios. "Factors associated with the adoption of technologies for avocado production systems." Agronomía Colombiana 41, no. 3 (2023): e110579. http://dx.doi.org/10.15446/agron.colomb.v41n3.110579.
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The growth of avocado crops has led to an increase in technological needs and research to satisfy the demands of the value chain. There is a wide range of technologies applicable for this fruit crop, and there are challenges for transferring and adopting these processes. The objective of this work was to explore the determining factors in the adoption of technologies for avocado production systems and the perception of producers about these factors. For this, we carried out a socioeconomic characterization of avocado producers in Colombia including the recognition of the perception of producers regarding technological adoption variables and an exploratory factorial analysis to evaluate the adoption factors based on the perception and technological level (TL). We found that some socioeconomic variables are related to the TL of the production systems. Meanwhile, perceptions regarding the adoption variables varied depending on the TL of the producers. Low TL presented a greater number of determinant variables in adoption decision-making. In contrast, for the medium and high levels of TL, adoption of technology was based on economic analysis. This research provides evidence for the effect of socioeconomic factors on the adoption of technologies in avocado production systems and shows how the perception of producers regarding these adoptions involves determinants associated with TL.
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Laksmidewi, Dwinita, Efendi, and Wong Chee Hoo. "Determinants of consumers’ emotions and willingness to use artificial intelligence in Indonesia." Innovative Marketing 20, no. 4 (2024): 263–75. https://doi.org/10.21511/im.20(4).2024.22.
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This research examines the key factors influencing Indonesian consumer’ willingness to use AI chatbots, focusing on technological characteristics, hedonic motivations, anthropomorphism, AI performance and user experience, using the extended Artificially Intelligent Device Usage Acceptance (AIDUA) model. This is quantitative research where a survey technique was adopted, and two hundred and eight participants’ responses were obtained. The participants were consumers in Indonesia who had prior experience using AI chatbot. The study reveals that anthropomorphism, technological competence, and consumer hedonic motivation while using a chatbot affects the consumer’s perception about the perceived performance of a chatbot and the user experience. These perceived performance and experiences influence feelings, and then influence the willingness to use the AI chatbot. Mediation analysis indicated that perceived performance mediated the relationship between anthropomorphism and willingness to use AI, while user experience did not. That hedonic motivation affects willingness to adopt AI through the mediations of user experience, emotions, and perceived performance. Further, technological factors influence willingness to use AI mediated by perceived performance, in which case, user experience is not a mediator. The results indicate that the factors influencing the willingness to use AI include technological readiness, anthropomorphism, and hedonic motivation, which are mediated by perceived performance and emotions, whereas user experience does not significantly mediate the relationship.
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Pishnyak, Alina, and Natal'ya Khalina. "Perception of New Technologies: Constructing an Innovation Openness Index." Foresight and STI Governance 15, no. 1 (2021): 39–54. http://dx.doi.org/10.17323/2500-2597.2021.1.39.54.
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Rapid technological progress is one of the basic processes in the modern world. It is an integral part both in the field of labor and employment and in leisure and recreation. The request for an accelerated implementation of digital technologies in the economy and social sphere, which is inherent in one of the national development goals of the Russian Federation, makes this topic more important. In the presence of technological challenges, people have to adapt to constantly emerging innovations. Meanwhile the perception of innovations together with other individual characteristics and socioeconomic characteristics of different social groups could be considered determinants of openness to technological innovations. Based on this assumption, the authors of this article set the following objectives: they evaluate the openness of the population to innovation (through the construction of the index), examine the perception of innovation (by identifying factors of the perception of new technologies), and test the relationship between openness to innovation and the perception of new technologies. The multi-domain index of openness to innovation combines assessments of individual attitude, acceptance, and trust in innovations related to various spheres of the population’s life. The perception of innovation is revealed through the Technology Acceptance Model and includes: perceived ease of use of new technologies; the perceived usefulness of new technologies; perceived security and reliability of new technologies; and perceived elitist features of new technologies. This study demonstrates that openness to innovation depends upon the perception of new technologies and is differentiated among population groups.
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Uddin, K. M. Salah, Mohammad Rakibul Islam Bhuiyan, and Marufa Hamid. "Perception towards the Acceptance of Digital Health Services among the People of Bangladesh." WSEAS TRANSACTIONS ON BUSINESS AND ECONOMICS 21 (July 12, 2024): 1557–70. http://dx.doi.org/10.37394/23207.2024.21.127.
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The research intends to determine the influential factors of individual willingness to use digital health services in Bangladesh. The quantitative research method was conducted to obtain the purposes of this study. To collect primary data, a questionnaire link and direct interaction with a purposive sample of 300 people were used. The sample for this study was made up of people who use digital health services. The study discovered that six factors, totaling 24 items, influence Bangladeshis’ acceptance of digital health services. The reliability test for 24 variables and 6 determinants is reliable because Cronbach’s alpha is 0.569, which is greater than the standard 0.5. This study discovered a positive correlation between social and cultural, technological, economic, convenience, security, and perceived utility using a two-tailed test with a significance level of 0.01 or less. The study found that economic advantages and technology literacy understanding greatly influence digital health care acceptability, with greater statistically significant outcomes than other determinant factors. Policymakers, healthcare practitioners, and technology developers can use the data to customize their plans and solutions to Bangladeshi requirements. Promoting positive perceptions and removing barriers will increase digital health service use in Bangladesh, increasing healthcare outcomes and accessibility.
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Park, Ierei, Donggeun Kim, Jungwook Moon, Seoyong Kim, Youngcheoul Kang, and Sangseok Bae. "Searching for New Technology Acceptance Model under Social Context: Analyzing the Determinants of Acceptance of Intelligent Information Technology in Digital Transformation and Implications for the Requisites of Digital Sustainability." Sustainability 14, no. 1 (2022): 579. http://dx.doi.org/10.3390/su14010579.
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Intelligent information technology (IIT) based on AI and intelligent network communication technology is rapidly changing the social structure and the personal lives. However, IIT acceptancefrom various perspectives still requires extensive research. The research question in this paper examines how five factors—psychological, technological, resource, risk perception, and value factors—influence IIT acceptance. Based on an analysis of survey data, it was first found that the acceptance rate of IIT itself was generally very high. Second, in terms of IIT acceptance, among twenty-five predictors, voluntariness (+), positive image of technology (+), performance expectancy (+), relative advantage (+), radical innovation (+), and experience of use (+) were found to have significant effects on the IIT acceptance. Third, in addition to technological factors, psychological factors and risk perception factors also played an important role in individuals’ decisions regarding IIT acceptance.
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Hamdi, Nadrah Hana Binti, Nurul Safida Binti Md Nor, Nurul Fatihah Binti Ahmad, and Amri Mohamad. "Determinants of the Adoption of Digital Payments among UiTM Machang Students." Proceedings of International Conference on Economics Business and Government Challenges 6, no. 1 (2023): 89–95. http://dx.doi.org/10.33005/icebgc.v6i1.60.
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The FinTech sector has experienced significant disruptions due to the Covid-19 pandemic, driving the need for technological advancements to replace physical interactions and fostering the growth of FinTech in Malaysia. This evolution has extended beyond banking and has transformed payment methods, with digital payments becoming increasingly popular, replacing traditional physical transactions. This study aims to explore the influence of user expectations on the performance of digital payments in their adoption. Using the UTAUT theoretical model, the research questions seek to identify the amount of digital payments among students at UiTM Machang and examine the relationship between performance expectancy and adoption of digital payments. This study employs a questionnaire with three sections, covering demographic profiles, performance expectancy, and other variables. Descriptive analysis provides insights into the respondents' characteristics, indicating a positive perception towards digital payments as a beneficial service in day-to-day activities. The results also reveal a significant association between performance expectancy and the adoption of digital payments among UiTM Machang students, demonstrating that a higher perception of efficiency and effectiveness leads to greater adoption. This study sheds light on the factors influencing the acceptance of digital payments among higher education students, emphasizing the importance of addressing performance expectations in promoting the adoption of digital payment methods.
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Thi, Mai Phuong Bui, and Yen Tram Hoang Dang. "Dialectical Interfaces of Digital Banking Adoption: A Multi-Methodological Investigation of Technological Perception Determinants and Financial Inclusion Trajectories in Vietnam's Transitional Economy." Journal of Economics, Finance And Management Studies 08, no. 05 (2025): 3134–51. https://doi.org/10.5281/zenodo.15501880.
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This research establishes an integrative epistemic framework for understanding the complex dialectical relationship between digital banking adoption and financial inclusion trajectories within Vietnam's distinctive transitional economic landscape. Employing a multi-methodological research design, this study synthesises structural equation modelling (PLS-SEM) with fuzzy-set Qualitative Comparative Analysis (fsQCA) to interrogate the configurational pathways through which technological perception determinants influence financial inclusion outcomes. Data collected from 437 respondents across urban and rural Vietnamese contexts were subjected to rigorous analytical protocols. The empirical findings reveal multifaceted causal mechanisms linking perceived usefulness, perceived ease of use, perceived risk, and social influence to financial inclusion, with technological self-efficacy demonstrating significant moderating effects. The fsQCA results further illuminate equifinal pathways to financial inclusion, suggesting complex conjunctural causation patterns that transcend linear analytical frameworks. This research contributes to the theoretical discourse by developing a comprehensive model of digital banking adoption in transitional economies, whilst offering practical insights for financial institutions and policymakers seeking to leverage digital technologies to enhance financial inclusion. The integration of variance-based and set-theoretic methodological approaches represents a methodological innovation in financial inclusion scholarship, providing a more nuanced understanding of the complex socio-technical phenomena underlying banking digitalisation processes in emerging economic contexts.
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Cornejo Ortega, José Luis, and Christopher D. Malcolm. "Touristic Stakeholders’ Perceptions about the Smart Tourism Destination Concept in Puerto Vallarta, Jalisco, Mexico." Sustainability 12, no. 5 (2020): 1741. http://dx.doi.org/10.3390/su12051741.
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The smart tourism destination (STD) is an adaptation of the smart-city concept into a tourism destination. Smart cities relate to the urban use of technologies and internet in order to improve economic growth, quality of life, efficient management of resources, and generation of governance processes and social participation. This paper aims to highlight the perception that different tourism experts in Puerto Vallarta have about intelligent tourism destinations. The working method of this research was through a Delphi study to analyze the responses of local experts on the status of STD´s and their future trends. The experts’ perceptions on the concept’s definition, regional capacity for innovation, technological components, linking, and sustainability was analyzed. Experts perceived an optimistic scenario for STD in Puerto Vallarta, Jalisco, México. The participants in this study value the factors that determine the implementation of STDs as determinants; there are at least three of them: Training, Investment, and Governance.
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Redda, Alem, Tamado Tana, Yibekal Alemayehu, Gebre Hadgu, Bisrat Elias, and Atkilt Girma. "Maize Farmers’ Perceptions of Climate Change and Determinants of Adaptation Decisions in Northern Ethiopia." Sustainable Agriculture Research 11, no. 3 (2022): 38. http://dx.doi.org/10.5539/sar.v11n3p38.
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Rain-based agriculture is highly vulnerable to climate variability and change. Farmers’ decisions about how to adapt to climate change are influenced by socioeconomic setups and local institutions. The objectives of this study were to evaluate farmers' perceptions of climate change, identify the local adaptation techniques they used, and pinpoint the major socio-economic challenges they faced when putting those strategies into practice. 250 maize farmers were used as samples for the collection of primary data. Descriptive statistics were used to evaluate the data on socioeconomic characteristics, and the multinomial logistic model was used to identify the factors influencing farmers' decisions to adapt. The majority of households (91.2%) believed that climate change is occurring, and its main symptoms include unpredictable rainfall (88.4%), warming temperatures (83.2%), and more frequent droughts (79.2%). The findings show that farmers' perceptions of rising temperatures and weather data matched; however, there was a discrepancy between perception and rainfall records. Reduced maize yields (78%) and declining soil fertility (83%) were the two biggest effects of climate change perceived by the farmers. Accordingly, 92.8% of farmers have developed their best adaptation, primarily through the combination of crops and livestock (24%) and the adoption of enhanced maize varieties (20.8%). The econometric model's findings showed that the primary variables influencing farmers' decisions were age, gender, education, farm size, animal ownership, and poverty. The study recommends supporting the indigenous adaptation techniques of maize farmers from a variety of institutional, policy, and technological angles, both at the farmer and farm levels.
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Lopes, João M., Márcio Oliveira, José Oliveira, Marlene Sousa, Tânia Santos, and Sofia Gomes. "Determinants of the Entrepreneurial Influence on Academic Entrepreneurship—Lessons Learned from Higher Education Students in Portugal." Education Sciences 11, no. 12 (2021): 771. http://dx.doi.org/10.3390/educsci11120771.
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Academic entrepreneurship is becoming increasingly important to the field of research as well as to policy makers due to its ability to contribute to the economic, technological, and social development of regions and countries. This research aims to evaluate the determinants that influence the interest of Portuguese higher education students (HEI’s) to become entrepreneurs. The methodology used is quantitative and uses structural model equations. The results obtained demonstrate that the student’s perception of business skills, business growth skills, strategy, and successful business are key factors that students take into account in their entrepreneurial orientation. The research contributes to this theory by adding new knowledge to the literature on the perception of the HEI’s students to become entrepreneurs, specifically the students of Portuguese universities. In practical terms, the contributions offered within this research are based on suggestions for the third mission of universities, explicitly knowledge transfer to the community, business groups, and policy makers, as well as the creation of the essentials within university boundaries to promote entrepreneurship amongst its students. The research is original and innovative, as no research on this field with all the aggregated elements under study has been previously performed in Portugal. Furthermore, the obtained results can translate into ideas that potentially create jobs.
Book chapters on the topic "Technological perception determinants"
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Im, Hyunjoo, and Young Ha. "Determinants of Consumers' Mobile Coupon Adoption." In Successful Technological Integration for Competitive Advantage in Retail Settings. IGI Global, 2015. http://dx.doi.org/10.4018/978-1-4666-8297-9.ch005.
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Mobile technology is becoming a critical part of marketing practices and many retailers aim to engage consumers through mobile coupons. In this context, it is critical to understand what drives consumers to use mobile coupons. Technology adoption research offers insights for both researchers and practitioners into this matter. This chapter critically reviews guiding theories, Technology Acceptance Theory and Innovation Diffusion Theory, as well as important literature on technology adoption to discuss evolution and application of technology adoption research. Five perception variables (perceived usefulness, perceived ease of use, perceived enjoyment, subjective norm, compatibility) and three individual characteristics (personal innovativeness, perceived risk, gender) are selected as most relevant determinants of consumers' intention to adopt and use mobile coupons. Limitation of technology adoption research and possible future research avenues are discussed.
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Hafeez-Baig Abdul and Gururajan Raj. "Key Common Determinants for Adoption of Wireless Technology in Healthcare for India and Pakistan: Development of a conceptual model." In Studies in Health Technology and Informatics. IOS Press, 2010. https://doi.org/10.3233/978-1-60750-588-4-342.
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This study explores the perception and views of healthcare professionals in the subcontinent (India and Pakistan) towards the wireless handheld technology in the healthcare setting. A mixed methodology was adopted to explore the determinants of the wireless handheld devices in the healthcare setting. Interviews were conducted with 30 healthcare professionals to explore the initial themes. This was followed up with a survey instrument, specifically developed for this study, and distributed to 300 healthcare professionals in Pakistan and India. 200 useable surveys from India and 97 from Pakistan were received. The results of the study indicate that healthcare professionals felt that to use the wireless technology, the integration of the clinical and operational process is essential. Factor analysis through SPSS showed that any development of technological solutions for handheld devices would benefit, by considering the clinical, technological, and operational influences of the wireless technology in addition to clinical influences, clinical preference, training, and technical support. The study culminated in the development of an initial conceptual framework. The scope of this study is restricted to wireless handheld devices such as the smart phones, handheld PCs and PDAs.
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Talukder, Majharul, Ali Quazi, and Dede Djatikusumol. "Social Media and SMEs." In Disruptive Technology. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-5225-9273-0.ch044.
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This article addresses a research lacuna in the literature with regard to determinants of attitudes and adoption of an innovation (Facebook) in the SMEs sector in emerging economies with particular reference to Indonesia. To this end, five support dimensions: government support, management support, motivational support, technological support and training support were developed basing on existing literature and the established theories in the relevant field. The impact of these support dimensions on managerial attitudes and adoption of innovation were then examined in an organizational setting. Data was collected from a sample of senior managers representing Indonesian SMEs through a structured questionnaire and analyzed using multivariate statistical tools, such as multiple regression analysis. The research revealed significant effects of government support, management support, technological support and training support dimensions on the managerial perception of innovation and direct effects of management and training support on the adoption of innovation. Interestingly, government support dimensions have significant impacted the commitment of SMEs to innovation but not on the adoption behavior of innovation, suggesting that governments' main role would be to ensure commitment of SMEs. This is because commitment is a crucial precondition of adoption behavior. Furthermore, managers' physical maturity (age) was found to moderate the relationship between government support and the perception of innovation. The implications of these interesting findings for SMEs and for the governments in emerging economies to designing an appropriate strategy for effective implementation of social media as an innovation are highlighted in this article.
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Maj, Czesław. "Interpretacje bezpieczeństwa międzynarodowego." In Podmioty pozapaństwowe jako determinanta współczesnych stosunków międzynarodowych. Ksiegarnia Akademicka Publishing, 2023. http://dx.doi.org/10.12797/9788381388641.01.
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Security is among the existential values particularly often analyzed. It means both the state ofabsence of threats and the structures and activities aimed at ensuring it. Using the subject criterion, national, regional and international security can be distinguished. The subject criterion makes it possible to distinguish the following types of security: political, military, economic(including raw materials, energy, food, social, financial, technological, etc.), cultural, environmental, humanitarian, ecological, ideological, as well as health and IT (cyber security). Thespatial criterion is the basis for distinguishing local, sub-regional, regional, supra-regional,global security. One can note the interdependence of the various forms of security referredto as comprehensive security. Adopting the formula of comprehensive security means thatit is necessary to consider international and national security in a comprehensive manner,taking into account the various forms and levels, which remain in close relationship, complementing each other. It is also impossible to ignore the links between a comprehensive view of security and the challenges, threats and their perception by societies, decision-makers andregional, continental and global institutions and organizations.
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Dadhich, Manish, Amiya Bhaumik, Kamal Kant Hiran, and Midhun Chakkaravarthy. "Demystifying the Dynamic Determinants of Generative Artificial Intelligence (AI) Literacy for Adaptable Sustainable Education." In Integrating Generative AI in Education to Achieve Sustainable Development Goals. IGI Global, 2024. http://dx.doi.org/10.4018/979-8-3693-2440-0.ch004.
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This research aims to demystify the dynamic determinants of generative artificial intelligence (AI) literacy for adaptable sustainable education (ASE) through the application of multistage structural equation modeling (SEM). Utilizing a quantitative approach, a structured questionnaire distributed via Google Forms is employed to gather data from a convenient sample of 260 teachers in higher education. The study unfolds over a specified period, incorporating rigorous data filtering techniques to enhance the reliability of responses. Smart-PLS serves as the primary tool for data analysis, allowing for an in-depth exploration of relationships among variables such as generative AI literacy, digital split, computational intelligence, and cognitive inclusion. Dependent variables include teacher perceptions, technological proficiency, and cognitive inclusion, while independent variables encompass awareness of AI and the perceived usefulness of AI in achieving ASE. The outcomes of this research carry significant policy implications for AI, ICT, and educational professionals, providing insights to shape informed strategies for integrating AI literacy into higher education to meet the goals of adaptable sustainable education.
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Palević, Milan. "IMIDž ZEMLjE POREKLA KAO DETERMINANTA STAVOVA I LOJALNOSTI POTROŠAČA PREMA BRENDOVIMA." In XXI vek - vek usluga i uslužnog prava. [Knj. 14]. University of Kragujevac, Faculty of Law, 2023. http://dx.doi.org/10.46793/xxiv-14.445p.
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Due to the increasingly intense process of globalization, the attitudes and beliefs of consumers are formed under the influence of numerous factors that are not considered to a significant extent when it comes to business operations within national borders, but can have important implications when it comes to the international aspect of business operations. The image of the country of origin is one of the factors that influence the formation of consumer perception and the decision to purchase a certain product. If the product meets expectations, the consumer will form a positive attitude and become loyal to the brand, and this is one of the most important conditions that must be met in order for the company to achieve its goals, because the base of loyal consumers enables continuous profitable business. The subject of research in the paper is the examination of the effects of the image of the country of origin through its components (cultural heritage, fashion capital, technological progress) on the attitudes and loyalty of consumers towards the brand. On the basis of qualitative research, that is, a review of existing literature in the field of marketing and management, it was determined that the image of the country of origin, through its components, exerts a significant influence on the attitudes and loyalty of consumers towards company brands, so that the research provides useful information to marketers of multinational companies.
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Duarte, Alexandre, and Patrícia Dias. "I (Brand) Love You." In Advances in Marketing, Customer Relationship Management, and E-Services. IGI Global, 2025. https://doi.org/10.4018/979-8-3693-9461-8.ch010.
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The aftermath of COVID-19, the widespread adoption of AI-based technological innovations, and new social challenges have reflected changes in consumer behavior, prompting us to re-explore the concept of brand love. This study focuses on updating what we know about consumer-brand relationships and exploring brand features and attributes that trigger brand love. We look particularly into brand communication, the consumers' perception, and how it relates to brand love. A quantitative method was chosen, and an online survey of 405 consumers was conducted. The results stress the difficulty in identifying specific brand features that prompt or nurture brand love, as our 405 participants mentioned 157 different brands as the ones they love the most. Hedonistic aspects that compose pleasurable brand experiences stand out as triggers of brand love. However, surprisingly, there are few luxury brands loved by our sample who are more committed to the brands present in their daily lives. Brand communication may not be a determinant for prompting brand love, but it's pivotal in nurturing it.
Reports on the topic "Technological perception determinants"
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Microbiology in the 21st Century: Where Are We and Where Are We Going? American Society for Microbiology, 2004. http://dx.doi.org/10.1128/aamcol.5sept.2003.
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The American Academy of Microbiology convened a colloquium September 5–7, 2003, in Charleston, South Carolina to discuss the central importance of microbes to life on earth, directions microbiology research will take in the 21st century, and ways to foster public literacy in this important field. Discussions centered on: the impact of microbes on the health of the planet and its inhabitants; the fundamental significance of microbiology to the study of all life forms; research challenges faced by microbiologists and the barriers to meeting those challenges; the need to integrate microbiology into school and university curricula; and public microbial literacy. This is an exciting time for microbiology. We are becoming increasingly aware that microbes are the basis of the biosphere. They are the ancestors of all living things and the support system for all other forms of life. Paradoxically, certain microbes pose a threat to human health and to the health of plants and animals. As the foundation of the biosphere and major determinants of human health, microbes claim a primary, fundamental role in life on earth. Hence, the study of microbes is pivotal to the study of all living things, and microbiology is essential for the study and understanding of all life on this planet. Microbiology research is changing rapidly. The field has been impacted by events that shape public perceptions of microbes, such as the emergence of globally significant diseases, threats of bioterrorism, increasing failure of formerly effective antibiotics and therapies to treat microbial diseases, and events that contaminate food on a large scale. Microbial research is taking advantage of the technological advancements that have opened new fields of inquiry, particularly in genomics. Basic areas of biological complexity, such as infectious diseases and the engineering of designer microbes for the benefit of society, are especially ripe areas for significant advancement. Overall, emphasis has increased in recent years on the evolution and ecology of microorganisms. Studies are focusing on the linkages between microbes and their phylogenetic origins and between microbes and their habitats. Increasingly, researchers are striving to join together the results of their work, moving to an integration of biological phenomena at all levels. While many areas of the microbiological sciences are ripe for exploration, microbiology must overcome a number of technological hurdles before it can fully accomplish its potential. We are at a unique time when the confluence of technological advances and the explosion of knowledge of microbial diversity will enable significant advances in microbiology, and in biology in general, over the next decade. To make the best progress, microbiology must reach across traditional departmental boundaries and integrate the expertise of scientists in other disciplines. Microbiologists are becoming increasingly aware of the need to harness the vast computing power available and apply it to better advantage in research. Current methods for curating research materials and data should be rethought and revamped. Finally, new facilities should be developed to house powerful research equipment and make it available, on a regional basis, to scientists who might otherwise lack access to the expensive tools of modern biology. It is not enough to accomplish cutting-edge research. We must also educate the children and college students of today, as they will be the researchers of tomorrow. Since microbiology provides exceptional teaching tools and is of pivotal importance to understanding biology, science education in schools should be refocused to include microbiology lessons and lab exercises. At the undergraduate level, a thorough knowledge of microbiology should be made a part of the core curriculum for life science majors. Since issues that deal with microbes have a direct bearing on the human condition, it is critical that the public-at-large become better grounded in the basics of microbiology. Public literacy campaigns must identify the issues to be conveyed and the best avenues for communicating those messages. Decision-makers at federal, state, local, and community levels should be made more aware of the ways that microbiology impacts human life and the ways school curricula could be improved to include valuable lessons in microbial science.