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TECHNOGRAPHICS [1 record]

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Record 1 2012-07-18

English

Subject field(s)
  • Internet and Telematics
DEF

A research process that evaluates the attitudes of consumers toward technology.

French

Domaine(s)
  • Internet et télématique

Spanish

Campo(s) temático(s)
  • Internet y telemática
CONT

La "tecnografía" aparece como un instrumento para ayudar a las empresas a comprender por qué la gente decide comprar online, cuándo y de qué manera. Con ella se mide lo que Mary Modahl llama el pesimismo o el optimismo de los consumidores respecto de la tecnología. La tecnografía, dice Modahl en "Now or Never", clasifica a los consumidores según los tres factores que más influyen sobre la conducta: su actitud hacia la tecnología, el dinero que tengan para comprarla y la motivación que los mueva a usarla.

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