WORK VALUES AND ATTITUDES TOWARD THE TECHNOLOGY OF GENERATION Z IN BRAZIL AND GERMANY
Objective: The aim of this study was to analyze the differences related to work values and attitudes toward the technology of Generation Z in Brazil and Germany. Method: The proposed hypotheses were tested in a survey of 122 Brazilian and German participants. The data were analyzed using t-test and...
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| Format: | Article |
| Language: | English |
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Escola Superior de Propaganda e Marketing - ESPM
2024-02-01
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| Series: | Internext: Revista Eletrônica de Negócios Internacionais |
| Subjects: | |
| Online Access: | https://internext.espm.br/internext/article/view/773 |
| _version_ | 1827347190250471424 |
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| author | Celine Münz Keysa Manuela Cunha de Mascena |
| author_facet | Celine Münz Keysa Manuela Cunha de Mascena |
| author_sort | Celine Münz |
| collection | DOAJ |
| description |
Objective: The aim of this study was to analyze the differences related to work values and attitudes toward the technology of Generation Z in Brazil and Germany. Method: The proposed hypotheses were tested in a survey of 122 Brazilian and German participants. The data were analyzed using t-test and logistic regression models. Main Results: The results present differences between Brazilian and German Generation Z, challenging the literature that analyzes Generation Z as a global generation and reinforcing cultural differences between nationalities. The Brazilian sample presents more instrumental and prestige work values and is more positive and less negative regarding technology than the German sample. Relevance/Originality: The paper’s contribution provides evidence of Generation Z’s differences according to nationalities relevant to shaping their relationship with work and technology. The analysis of both constructs is interesting nowadays because of their interrelationship and the current changes in global work boundaries. Theoretical/Methodological Contributions: The literature predominantly presents that Generation Z is a global generation. Comparing participants from two countries with different levels of development provides an insight into their differences regarding work values and attitudes, which can be valuable for business management literature. Practical/Social Contributions: Recommendations for businesses are provided to improve attraction and retention strategies to tackle the shortage of skilled workers. This implies management strategies for firms with multicultural teams.
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| first_indexed | 2024-03-07T23:44:50Z |
| format | Article |
| id | doaj.art-07cfea3067c24ee9ae899b6b8c9fb451 |
| institution | Directory Open Access Journal |
| issn | 1980-4865 |
| language | English |
| last_indexed | 2024-03-07T23:44:50Z |
| publishDate | 2024-02-01 |
| publisher | Escola Superior de Propaganda e Marketing - ESPM |
| record_format | Article |
| series | Internext: Revista Eletrônica de Negócios Internacionais |
| spelling | doaj.art-07cfea3067c24ee9ae899b6b8c9fb4512024-02-19T14:13:50ZengEscola Superior de Propaganda e Marketing - ESPMInternext: Revista Eletrônica de Negócios Internacionais1980-48652024-02-0119110.18568/internext.v19i1.773WORK VALUES AND ATTITUDES TOWARD THE TECHNOLOGY OF GENERATION Z IN BRAZIL AND GERMANYCeline Münz0Keysa Manuela Cunha de Mascena1Deggendorf Institute of Technology – Deggendorf, Germany. Universidade de Fortaleza – Fortaleza (CE), Brazil. Objective: The aim of this study was to analyze the differences related to work values and attitudes toward the technology of Generation Z in Brazil and Germany. Method: The proposed hypotheses were tested in a survey of 122 Brazilian and German participants. The data were analyzed using t-test and logistic regression models. Main Results: The results present differences between Brazilian and German Generation Z, challenging the literature that analyzes Generation Z as a global generation and reinforcing cultural differences between nationalities. The Brazilian sample presents more instrumental and prestige work values and is more positive and less negative regarding technology than the German sample. Relevance/Originality: The paper’s contribution provides evidence of Generation Z’s differences according to nationalities relevant to shaping their relationship with work and technology. The analysis of both constructs is interesting nowadays because of their interrelationship and the current changes in global work boundaries. Theoretical/Methodological Contributions: The literature predominantly presents that Generation Z is a global generation. Comparing participants from two countries with different levels of development provides an insight into their differences regarding work values and attitudes, which can be valuable for business management literature. Practical/Social Contributions: Recommendations for businesses are provided to improve attraction and retention strategies to tackle the shortage of skilled workers. This implies management strategies for firms with multicultural teams. https://internext.espm.br/internext/article/view/773Work ValuesTechnologyDigital BehaviorGeneration ZCross-Country |
| spellingShingle | Celine Münz Keysa Manuela Cunha de Mascena WORK VALUES AND ATTITUDES TOWARD THE TECHNOLOGY OF GENERATION Z IN BRAZIL AND GERMANY Internext: Revista Eletrônica de Negócios Internacionais Work Values Technology Digital Behavior Generation Z Cross-Country |
| title | WORK VALUES AND ATTITUDES TOWARD THE TECHNOLOGY OF GENERATION Z IN BRAZIL AND GERMANY |
| title_full | WORK VALUES AND ATTITUDES TOWARD THE TECHNOLOGY OF GENERATION Z IN BRAZIL AND GERMANY |
| title_fullStr | WORK VALUES AND ATTITUDES TOWARD THE TECHNOLOGY OF GENERATION Z IN BRAZIL AND GERMANY |
| title_full_unstemmed | WORK VALUES AND ATTITUDES TOWARD THE TECHNOLOGY OF GENERATION Z IN BRAZIL AND GERMANY |
| title_short | WORK VALUES AND ATTITUDES TOWARD THE TECHNOLOGY OF GENERATION Z IN BRAZIL AND GERMANY |
| title_sort | work values and attitudes toward the technology of generation z in brazil and germany |
| topic | Work Values Technology Digital Behavior Generation Z Cross-Country |
| url | https://internext.espm.br/internext/article/view/773 |
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