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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 NumberLocationAvailable
PSB lt.dasar - Pascasarjana1
Penerbit American Marketing Association.,
Edisi -
Subjek Regression analysis
Technology
Consumer electronics
Households
Market strategy
studies
Product introduction
Market segments
ISBN/ISSN 222429
Klasifikasi -
Deskripsi Fisik -
Info Detail Spesifik -
Other Version/Related Tidak tersedia versi lain
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