Adoption of social networks sites: mental constructs used by experienced users of Aracaju

Abstract

The cognitive approach may be useful in understanding the factors that underlie the choice to allow the understanding of the intentions of users. In this context, this paper aims to identify the mental constructs used by experienced users of social networks sites for its adoption, in the city of Aracaju. As a secondary objective, this study examined the main constructs elicited in order to categorize them in the innovation dimensions (PARASURAMAN; COLBY, 2002) and the tendency to innovate (ROGERS, 1998). A total of 32 users who use or have used at least three social networks sites were interviewed, in order to investigate respondents who already possess significant experience with such services in Aracaju. Among the findings it was reported that the cognition of respondents preserves optimism, but low innovative character, emphasizing speed and dynamism of communication with other people who know personally.