KeywordsĪbbasi, M.S., Tarhini, A., Elyas, T., Shah, F.: impact of individualism and collectivism over the individual’s technology acceptance behaviour. On the other hand, and in a consistent manner, hedonic and utilitarian motivations were significant predictors positively associated with purchase intentions in both countries.
The results obtained point to a secondary role for demographic variables. Various demographic variables were introduced as control variables. The data obtained were analyzed with a multiple regression, with the purchase intentions of five technological products being the variable to be predicted and the two motivations for the use of technologies as the predictor variables. The present study consisted of a survey completed by 725 people in Ecuador (a developing country) and 376 in Russia (an emerging country). The present study seeks to contribute to this field of research by establishing how the consumer’s hedonic and utilitarian motivations help explain their purchase intentions. An area of great interest for business is establishing the factors that determine consumer intentions to purchase new technological products.
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