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Beyond Adoption: Development and Application of a Use-Diffusion Model
This study tests a use-diffusion model in the context of home technology use. It combines two constructs, variety and rate of use, to yield four user segments. The results show that user segments vary on the basis of social context and technological makeup of the household as well as personal factors and external influences. Furthermore, user segments differ with regard to users' satisfaction with technology and interest in acquiring future technologies. When a new product that is capable of fulfilling multiple tasks is introduced into the market, conditions must be created that enable higher variety of use and higher rate of use. For example, the goal of marketing communications can be extended beyond traditional promotional strategies that focus on product adoption to include creative uses of the product as well..Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| JM6801 | PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | Chicago, IL: American Marketing Association 2004 |
|---|---|
| Edisi | Vol. 68, No. 1, Jan., 2004 |
| Subjek | Regression analysis Technology Consumer electronics Households Market strategy studies Product introduction Market segments |
| ISBN/ISSN | 0022-2429 |
| Klasifikasi | NONE |
| Deskripsi Fisik | 14 p. |
| Info Detail Spesifik | Journal of Marketing |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas |