El xenocentrismo como predictor de la adopción de nuevas tecnologías extranjeras: Un estudio en consumidores digitales

Abstract

This study examines how consumer xenocentrism influences the adoption of foreign technologies in Latin America. Using data from digital consumers in El Salvador, it proposes a second-order model in which factors such as admiration for foreign products, perceptions of local inferiority, status-seeking, and cultural conformity directly affect the willingness to adopt foreign technology. Through structural equation modeling, the study seeks to empirically validate the link between cultural attitudes and technological decision-making. The research contributes by integrating classical adoption models with sociocultural dimensions, offering implications for marketing, education, and public policy in emerging markets.