摘要：The article presents a study on the behavior of the consumer of innovative technologies sing the Netnography as an input method. The research central focus was to evaluate how the consumer Latin American behaves in relation to the launch of new technologies and how variables such as: Hedonism, Utilitarianism, Devotion and Positioning social influence the consumption of innovative products. A survey of the information is delivered by comments posted in virtual communities. A Cross-Cultural Analysis was performed comparing the characteristics and preferences of users technology from five countries (Argentina, Chile, Colombia, Mexico and Brazil), to identify the behavior and values involved with innovation and the consumption technology. The results indicated that the countries present similarities among the variables that influence the behavior of the consumer technology.
关键词：Comportamento de Consumo;Tecnologias Inovadoras;Hedonismo;Utilitarismo
