Cocriação de valor do consumidor: propensão à cocriação de valor entre empresa e consumidor no contexto de agentes virtuais de atendimento

Abstract

Technological evolution, the use of "robots" in the services, more demanding consumers, more active and with more complex behaviors and difficult to be foreseen, to see the consumer as well as a mere passive receiver are some of the challenges to be faced by the organizations. Understanding the behavioral motivators of consumers is an essential factor for the competitiveness of a business. This work sought to analyze the intention to use the technology of autonomous service and the willingness of the consumer to co-create when using the services provided by a Virtual Attendance Agent (AVA), having as mediators of the process, in the proposed model, the perception of utility , ease of use and attitude. As background, in the model built on the literature review, six were proposed (Subjective Norms, Need for Interaction, Experience, Self-efficacy, Control and Anxiety). The method used in this work is the quantitative one with a conclusive descriptive approach that used a survey with 943 respondents from all over Brazil, aged between 15 and 65 years, from a survey with an interval of seven points. The analysis of the results was made based on multivariate statistics, using as a method of analysis the Modeling of Structural Equations in order to test the model, investigate and analyze the proposed elements and their relationships. The study presented 18 hypotheses of which 12 were significant and 6 did not present adequate levels of significance. As a more relevant result, we found a strong path that proposes a significant and positive influence of ease of use on utility (sig <0.001 and β = 0.543), utility influencing attitude (sig <0.001 and β = 0.745), attitude impacting positively the intention to use (sig <0.001 and β = 0.917) and intention of use positively influencing the willingness to co-create (sig <0.001 and β = 0.656). This research demonstrated that the consumer perceives himself inserted in the process of co-creation and finds value in this relation, even when in the use of services provided by Virtual Agents of Attendance. It has also demonstrated that a Virtual Attendance Agent can be a good service delivery solution as it is useful and effective from the point of view of consumers.