Análise de fatores preditores da prática do sexo seguro no gênero feminino

Abstract

According to the premises of the Service-Dominant Logic, the value is co-created in the integration of resources of different actors, and is defined by the beneficiary of the service. Among these resources are personality traits that, if stimulated, can lead to an effective change in behavior, such as the frequent adoption of condom use. After bibliographic research on the literature about value co-creation, a conceptual model was elaborated, based on the 3M model, which was tested empirically applied to a sample of undergraduate female students of courses of the Federal University of the Valleys of the Jequitinhonha and Mucuri, in the city of Teófilo Otoni -MG. Once the data collection was done through the application of questionnaires, the data analysis revealed that the personality trait "number of interactions", which refers to group actions, has a greater influence on the co-creation of value than the trait "health motivation", which refers to individual characteristics.