A Moderação do prestígio percebido com o uso de novas redes sociais entre a preocupação com a privacidade e a adoção de novas tecnologias

Abstract

This research analyzes the power of influence of prestige in association with the phenomenon of the privacy paradox, based on three studies developed according to scenarios that present characteristics of innovation based on access to materialism in the form of a stimulus to obtain prestige as a sign of status. To this end, the aspects that stimulate the effect of the privacy paradox and influence the perception of prestige, concern with privacy and access to new Social Media were identified, as well as the analysis of trust as a antecedent variable to adoption, constituting a mediation between the concern for privacy and the adoption of these Media. The examination of the data showed that trust acts as a mediator of the effect of concern for privacy in the adoption of new Social Media and prestige, when associated with brands of companies with consolidated reputations, motivates the reduction of concern for privacy in consumers, considering the unique opportunities offered by Social Media in the content of perceived prestige, increasing its adoption.