José Afonso Mazzon

Adoption of internet banking: proposition and implementation of an integrated methodology approach

Purpose – This study proposes a new method to investigate adoption of new technologies and tests this method by looking into the determinants of internet banking adoption in Brazil.Design/methodology/approach – A total of 600 respondents living in one of the biggest cities in Brazil were sampled for interviewing: 300 were internet bank users, 150 were internet but not internet bank users, and 150 were neither internet nor internet bank users.Findings – The adjusted coefficient of determination in the multiple linear regression equation (dependent variable: intention to use/continue to use IB) was 60 percent and the main effects of the eight variables proved significant (relative advantage of control, compatibility with lifestyle, image, subjective norm, self‐efficacy, relative advantage of security and privacy, results demonstrability, and trialability). The McFaden pseudo coefficient of determination in the multinomial logistic regression equation (dependent variable: a dummy variable for each of the thr...

Cross-selling through database marketing: a mixed data factor analyzer for data augmentation and prediction

An important aspect of the new orientation on customer relationship marketing is the use of customer transaction databases for the cross-selling of new services and products. In this study, we propose a mixed data factor analyzer that combines information from a survey with data from the customer database on service usage and transaction volume, to make probabilistic predictions of ownership of services with the service provider and with competitors. This data-augmentation tool is more flexible in dealing with the type of data that are usually present in transaction databases. We test the proposed model using survey and transaction data from a large commercial bank. We assume four different types of distributions for the data: Bernoulli for binary service usage items, rank-order binomial for satisfaction rankings, Poisson for service usage frequency, and normal for transaction volumes. We estimate the model using simulated likelihood (SML). The graphical representation of the weights produced by the model provides managers with the opportunity to quickly identify cross-selling opportunities. We exemplify this and show the predictive validity of the model on a hold-out sample of customers, where survey data on service usage with competitors is lacking. We use Gini concentration coefficients to summarize power curves of prediction, which reveals that our model outperforms a competing latent trait model on the majority of service predictions.

Value Segmentation: A Model for the Measurement of Values and Value Systems

This article develops a model for the measurement of human values that, rather than obtain aggregate measurements, identifies distinct value systems within a population and classifies individuals according to them. These value systems are inferred from the stated priority rankings, obtained from each individual via the Rokeach value survey. Copyright 1991 by the University of Chicago.

Socioeconomic status and consumption in an emerging economy

Despite the central role of social class or socioeconomic status on consumer behavior and the fact that this construct has been utilized in marketing research for more than seven decades, the marketing literature is surprisingly short on the conceptualization and measurement of this important construct. In this study, we address these issues and propose a flexible and robust theory-based framework for socioeconomic stratification, which we apply to identify socio-economic strata during a period (2003 and 2009) of substantial economic and social development in one emerging economy (Brazil). We then use this stratification to examine the relationship between socioeconomic status and consumption. Our socioeconomic stratification framework shows how the recent economic development observed in Brazil benefited the lower strata, leading to the emergence of the country’s “new middle class�?. We also find that despite the high income concentration still prevailing in Brazil, consumption in many product categories is more evenly distributed, so that firms that follow a premium market positioning targeted mostly to the upper classes are ill-advised, because they leave a substantial portion of the market to the competition.

Homo economicus and social marketing: questioning traditional models of behavior

Purpose – The purpose of this paper is to bring forth the limitations of some important models of cognition and behavior adopted by social marketers and present important findings from recent lines of research that contribute to a fine‐grained understanding of human behavior.Design/methodology/approach – This is a conceptual paper that presents a review of several theoretical approaches to human cognition and behavior and their implications regarding social marketing campaigns.Findings – It is concluded that the assumptions underlying traditional models of behavior need to be revised, especially the assumption that human beings are rational decision makers – the prototypical homo economicus. Behavioral science has revealed that people are far from being rational and are prone to be influenced by myriad factors, some deemed irrelevant under rational models. Social marketing interventions have greater probability of success when they rely on more realistic assumptions of human behavior.Research limitations/...

Produção científica brasileira em Marketing no período 2000-2009

This study analyzes the volume of Brazilian scientific production in Marketing published in the period 2000-2009 in BAR, RAC, RAE, RAM, RAUSP and Read periodicals and in the proceedings of EnANPAD and the (EMA). When the results were compared with those obtained by Vieira (2003) in the past decade, there was found to be an increase of 368% in the number of published papers. The number of articles published in the proceedings (81.1%) is still much higher than the number of articles published in periodicals (18.9%). Approximately 65% of the authors published only one paper in the conferences. Consumer Behavior is still the most common subject (29%). The average number of authors per paper increased from 1.7 to 2.3 and the concentration of articles produced by the top five most productive schools declined from 62.5% to 49.6%. The average number of citations per article increased from 21.6 to 37.4 but the average number of citations of Brazilian periodicals only increased from 2.0 to 2.5. The study concludes by forecasting the evolution of scientific production in the area of Marketing.This study analyzes the volume of Brazilian scientific production in Marketing published in the period 2000-2009 in BAR, RAC, RAE, RAM, RAUSP and Read periodicals and in the proceedings of EnANPAD and the (EMA). When the results were compared with those obtained by Vieira (2003) in the past decade, there was found to be an increase of 368% in the number of published papers. The number of articles published in the proceedings (81.1%) is still much higher than the number of articles published in periodicals (18.9%). Approximately 65% of the authors published only one paper in the conferences. Consumer Behavior is still the most common subject (29%). The average number of authors per paper increased from 1.7 to 2.3 and the concentration of articles produced by the top five most productive schools declined from 62.5% to 49.6%. The average number of citations per article increased from 21.6 to 37.4 but the average number of citations of Brazilian periodicals only increased from 2.0 to 2.5. The study concludes by forecasting the evolution of scientific production in the area of Marketing. keywords Scientific production, bibliometrics analysis, citations, periodicals, conference proceedings. Resumen El estudio analiza la producción científica brasileña sobre Marketing entre 2000 y 2009 publicada en los periódicos BAR, RAC, RAE, RAM, RAUSP y Read y en los anales de los EnANPADs y EMAs. En relación a los resultados de la década pasada (Vieira, 2003), se verificó un aumento expresivo, del 368%, en el número de artículos publicados. La participación de artículos publicados en anales de congresos (81,1%) continúa muy superior a la participación de artículos publicados en periódicos (18,9%). Aproximadamente 65% de los autores publicó un solo artículo en anales de congresos. El Comportamiento del Consumidor continúa siendo el tema que más atrae artículos (29%). El número promedio de autores por artículo aumentó de 1,7 a 2,3, y la concentración de artículos producidos por las cinco instituciones más productivas disminuyó de 62,5% a 49,6%. El número promedio de citas por artículo aumentó de 21,6 a 37,4, pero el número promedio de citas de periódicos nacionales aumentó solo de 2,0 a 2,5. El artículo concluye señalando algunos caminos para la evolución de la producción científica en el área de Marketing. Palabras clave Producción científica, análisis bibliométrico, citas, periódicos, anales de congresos. José Afonso Mazzon jamazzon@usp.br Professor da Faculdade de Economia, Administração e Contabilidade, Universidade de São Paulo – São Paulo – SP, Brasil José Mauro da Costa Hernandez jmhernandez@fei.edu.br Professor do Programa de Pós-Graduação em Administração do Centro Universitário da FEI, São Paulo – SP, Brasil PALAVRAS-CHAVE Produção científica, análise bibliométrica, citações, periódicos, anais de congressos. fórum fórum  PRODUÇÃO CIENTÍFICA BRASILEIRA EM MARKETING NO PERÍODO 2000-2009 ISSN 0034-7590 68 ©RAE n São Paulo n v . 53 n n. 1 n jan/fev. 2013 n 067-080 INTRODUÇÃO Analisar a produção científica com base em determinados recortes tem sido relativamente comum, tanto em publicações brasileiras (por exemplo, ViEirA, 2003) quanto internacionais (por exemplo, BAKir, ViTELL, rOSE, 2000). À medida que crescem as pressões das instituições acadêmicas para que seus pesquisadores demonstrem evidências concretas de desempenho, a análise periódica da produção científica proporciona parâmetros de comparação úteis tanto para autores quanto para instituições. Essa análise também é importante para identificar o processo histórico de desenvolvimento de uma determinada área do conhecimento, para se investigar criticamente um conjunto de periódicos ou até examinar o uso de determinadas práticas metodológicas. Estudos internacionais recentes na área de Marketing que avaliam a produção científica têm demonstrado maior preocupação em descrever o que já foi efetivamente publicado do que em examinar o que deveria ser publicado (TELLiS, CHANDY, ACKErMAN, 1999). Análises bibliométricas em Marketing foram usadas para destacar a produção individual e institucional (TALUKDAr, HAriHArAN, BOO, 2011), verificar a diversidade de determinados periódicos (TELLiS, CHANDY, ACKErMAN, 1999), avaliar a influência de um determinado periódico (COTE, LEONG, COTE, 1991) ou de um conjunto de periódicos (BAUMGArTNEr e PiETErS, 2003) sobre outras disciplinas, avaliar a influência que os autores de um periódico sofrem de outras disciplinas (LEONG, 1989), examinar o desenvolvimento de uma área específica de Marketing (LEONE e outros, 2011) ou da disciplina de Marketing como um todo (KEriN, 1996). Os estudos brasileiros que analisam a produção científica brasileira na área de Marketing têm se preocupado tanto em criticar aquilo que é publicado (por exemplo, BrEi e LiBErALi, 2004; PEriN e outros, 2000; ViEirA, 2003) quanto em descrever o que se publica (por exemplo, FAriA e outros, 2006; rÉViLLiON, 2001). O objetivo do presente estudo é descrever e analisar criticamente a produção brasileira em Marketing no período compreendido entre 2000 e 2009. Mais especificamente, são objetivos deste estudo: identificar os temas da área de Marketing que têm sido estudados; identificar a natureza da coleta de dados e os métodos de análise empregados; Analisar a natureza das citações dos artigos analisados; identificar a contribuição por instituição de ensino; identificar forças e fraquezas dos trabalhos tanto em termos teóricos quanto metodológicos; identificar o alinhamento dos trabalhos com a realidade local e internacional; Comparar alguns resultados da produção da década 2000-2009 com a década 1990-1999. Na próxima seção, descreveremos os procedimentos metodológicos empregados no estudo, e, na seção seguinte, analisaremos os principais resultados. Concluiremos o estudo com a discussão dos resultados e algumas implicações para a academia brasileira de Marketing.

Electronic government policies in Brazil: context, ICT management and outcomes

The State Reform processes combined with the emergence and use of Information and Communication Technology (ICT) originated electronic government policies and initiatives in Brazil. This paper dwells on Brazilian e-government by investigating the institutional design it assumed in the state’s public sphere, and how it contributed to outcomes related to e-gov possibilities. The analyses were carried out under an interpretativist perspective by making use of Institutional Theory. From the analyses of interviews with relevant actors in the public sphere, such as state secretaries and presidents of public ICT companies, conclusions point towards low institutionalization of e-gov policies. The institutional design of Brazilian e-gov limits the use of ICT to provide integrated public services, to amplify participation and transparency, and to improve public policies management.Os processos de reforma do estado combinados com a emergencia e uso de tecnologia da informacao e comunicacao (tic) deram origem, no brasil, a politicas e acoes de governo eletronico. este artigo debruca-se sobre o e-governo brasileiro, investigando o desenho institucional que ele assumiu na esfera estadual do pais e como contribui para os resultados associados as possibilidades do e-gov. numa perspectiva interpretativista, utilizou-se a teoria institucional como lente teorica no exame do campo. a partir da analise de entrevistas feitas a atores relevantes na esfera dos estados brasileiros, tais como secretarios de estado e presidentes de empresas publicas de informatica, as conclusoes apontam para a baixa institucionalizacao das politicas de e-governo. o desenho institucional do governo eletronico brasileiro limita a utilizacao das tic na prestacao de servicos publicos integrados, na ampliacao de participacao e transparencia, e no aprimoramento de politicas publicas.

Um estudo empírico dos determinantes da adoção de Internet Banking entre não usuários brasileiros

This study investigates the determinants of Internet Banking adoption among Brazilians non-users. To accomplish this objective, the study proposes a model built with constructs gathered from the most known models of new technology adoption found in the marketing literature. The model was tested among a sample of 292 people and the results show that the effects of eight variables were significant in determining the intention to adopt Internet Banking. They are compatibility with lifestyle, subjective norm, self-efficacy, image, relative advantage of security and privacy, relative advantage of control, trialability, and technological support. By the other side, none of the individual characteristics included in the model were significant. The major contribution of the study is the proposal of a comprehensive, simple, and easily implementable model. The study concludes by pointing some managerial implications, limitations, and suggestions for future studies.

CRITÉRIOS DE ESTRATIFICAÇÃO E COMPARAÇÃO DE CLASSIFICADORES SOCIOECONÔMICOS NO BRASIL

The purpose of this study was to compare the conceptual and methodological features of five classification algorithms used to produce socioeconomic stratifications of the Brazilian society, and to measure misclassification tradeoffs between them. We applied these five algorithms to classify the 55,970 households covered in the survey of household budgets (Pesquisa de Orcamentos Familiares [POF]) conducted by Brazilian Institute of Geography and Statistics (Instituto Brasileiro de Geografia e Estatistica [IBGE]). Our results allow us to conclude that maximum-likelihood classifier had the best performance in explaining Brazilian families’ consumption patterns across the socioeconomic strata, followed by the adaptive Bayesian, simplified ABEP, old ABEP, and SAE algorithms. The first three classifiers rely on the concept of permanent income, while the first two incorporate an important innovation: classifying a household by considering its geographic location and family composition, the latter defined by the number of adults and minors living in the household. These new classifiers allow researchers and marketers to segment and study markets based on a valid, unbiased,and reliable criterion of socioeconomic stratification

Participant diversity and expressive freedom in firm-managed and customer-managed brand communities

We examine differences between firm-managed and customer-managed brand communities with a conceptual model explaining how demographic and psychographic diversity of participants and their degree of expressive freedom engender trust, learning, and identification in the community, and affect firm-relevant outcomes. We test our hypotheses by estimating a structural equation model and conducting multiple sample analysis with survey data obtained from two leading XBOX brand communities in Brazil. Results reveal that greater demographic and psychographic diversity hinder learning and trust in the communitys manager, but expressive freedom has a positive impact on identification with the community. The levels of expressive freedom and demographic diversity are lower yet their respective effects are stronger in the firm-managed community, whereas psychographic diversity is much less, but it has stronger negative effects, in the customer-managed community.