A percepção da qualidade do consumidor on-line sobre as novas tecnologias : uma comparação entre as gerações X, Y e Z.

Abstract

This work aims to analyze the differences in perception of quality, satisfaction and behavior as terms of on-line consumers multitasking of generations X, Y and Z about digital technologies. To this end developed a theoretical review of all the listed subjects and where then developed two steps of data collection, being one qualitative and the other quantitative. In the first stage, it was made depth interviews and analyzed through content analysis technique. 16 people were interviewed, being divided between the X (6 interviews), Y (5 interviews) and Z (5 interviews) generations. In the second stage, we applied a survey on-line, increasing the sample of 251 valid answers. For this survey, fourth scale were used, they are: satisfaction scale of Oliver (1997); the scale of quality E-S-QUAL from Parasuraman, Zeithaml and Malhotra (2005); the scale Zaichkowsky (1994), called PII - Personal Involvement Invetory, to measure the involvement of answers with digital technologies; in respect to the multitasking activities, that were prepared some questions from the depth interviews and the theoretical framework, inspired in the authors Fantin and Rivoltella (2010) and Murray (2003); ending, were placed in the final part some demographic data to draw a profile of these individuals. The results showed differences between generations such in relation to perceived quality, as in the experiences in e-commerce. Also showed differences in relation to digital technologies. However, in respect to multitask were not identified effects of age regarding of this construct.