Serviços digitais inteligentes: a influência da motivação e da satisfação com a vida no comportamento inovativo e na usabilidade
Authors:   , Lui Márcio de La Cruz 
Published: February 2024

The digital transformation is dramatically changing the logic of operations in the business world through smart e-commerce platforms, online consumer channels and the provision of new personal services with the application of AI (artificial Intelligence). The challenges for new market strategies for value creation geared towards digital competitiveness are increasingly centered on analytical and predictive understanding of consumer behavior and user experience of using digital innovation. The Covid-19 pandemic crisis further accelerated these changes, attested by the greater human-machine interaction with digital platforms. Understanding the behavior of consumption of digital services, which become goods of experience, can help companies adapt to the new competitive arena in the search for new opportunities in emerging markets and technologies with high impact potential, market transformation and lock-in consumption. Much of the research related to the consumption of technological products with emphasis on the TAM (Technology Acceptance Model) and UTAUT (Unified Theory of Acceptance and Use of Technology) models are not interested, or have made little progress, in clarifying the degree of consumer innovation, as well as how to measure the usability of innovations, restricting the classic dimensions of diffusion of innovation by theories of adoption and technological acceptance. Critically reflect on the diffusion of innovation (Innovation Diffusion Theory – IDT) in this new scenario, understanding who these consumers are, the usability of AI in the offer of digital services and what is the influence of motivations, and satisfaction with life, present as an opportunity to answer a theoretical gap in the literature. In the era of digital transformation, the complexity of personal consumer relations increases and becomes the driving force behind the decisions of digital companies that increasingly develop solutions focused on personalization and the intelligent cognition of their predictive behavior. The objective of this Thesis is to contribute by responding to a theoretical gap existing in the research agenda on innovative consumption, verifying the influence of motivation and satisfaction with life on usability and innovative behavior for intelligent digital services. For this, we conducted a survey with a sample of n = 517 participants using intelligent personal assistants, from May to June 2020. The data were analyzed using structural equation modeling and the partial least squares (PLS) technique with SmartPLS-3 software. We decided on a more parsimonious model, which is why we use the motivation construct as a second order. The main contribution of the research is based on the results of modeling structural equations and revealed that life satisfaction and motivations, the latter, provided it is mediated by a domain – specific of innovativeness and innate innovativeness, both have an influence on usability and innovative behavior. The model presented an 𝑅2 of 32% of the dependent variable usability and 14% of the dependent variable innovative behavior and demonstrated predictive validity through the 𝑄2 indicator and satisfactory effect size through the 𝑓2 indicator