Hedonic and utilitarian attitudes towards technology and innovation : purchase Intentions of Audio Devices : the AirPods Case
Autor(a) principal: | |
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Data de Publicação: | 2017 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/22128 |
Resumo: | The substantial technological growth that defines the era we are living in, involves not only improvement of current electronics features, but also launches of innovative products in the market, and both situations from the consumer electronics segment hold an uncertainty regarding the new product acceptance. As to minimize this uncertainty, brands must be aware of preferences and characteristics which drive consumers to their products, addressing properly the potential key target groups. This dissertation relies on identifying relevant dissimilarities across hedonic and utilitarian behaviour profiles concerning the smartphone consumption, the attributes most valued in electronics, and assess whether these profiles influence the consumers’ attitudes towards technology and innovation in general. On a further analysis, the research is applied to the practical case of AirPods, the new wireless earbuds from Apple, limited to the Portuguese market. From the outcomes of the study it was possible to properly differentiate two groups of smartphone users related to hedonic and utilitarian behaviours. The main findings suggest that these consumer profiles do not constitute the main driver in influencing attitudes towards technology and innovation, although they disclose a relative impact on purchase intentions of the innovative audio device from Apple. Nonetheless, demographic aspects, such as age and gender, are also highlighted due to the relatively influence they have in these attitudes. The collected analyzed data might also contribute for brand managers to better communicate to their target groups, enhancing in their products the ‘emotional side’ for the hedonics and the ‘feature side’ for the utilitarians. |
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Hedonic and utilitarian attitudes towards technology and innovation : purchase Intentions of Audio Devices : the AirPods CaseConsumer behaviourHedonic and utilitarianConsumer electronicsTechnologyInnovationAirPodsPurchase intentionsComportamento do consumidorHedónico e utilitárioProdutos de eletrónicaTecnologiaInovaçãoIntenções de compraDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe substantial technological growth that defines the era we are living in, involves not only improvement of current electronics features, but also launches of innovative products in the market, and both situations from the consumer electronics segment hold an uncertainty regarding the new product acceptance. As to minimize this uncertainty, brands must be aware of preferences and characteristics which drive consumers to their products, addressing properly the potential key target groups. This dissertation relies on identifying relevant dissimilarities across hedonic and utilitarian behaviour profiles concerning the smartphone consumption, the attributes most valued in electronics, and assess whether these profiles influence the consumers’ attitudes towards technology and innovation in general. On a further analysis, the research is applied to the practical case of AirPods, the new wireless earbuds from Apple, limited to the Portuguese market. From the outcomes of the study it was possible to properly differentiate two groups of smartphone users related to hedonic and utilitarian behaviours. The main findings suggest that these consumer profiles do not constitute the main driver in influencing attitudes towards technology and innovation, although they disclose a relative impact on purchase intentions of the innovative audio device from Apple. Nonetheless, demographic aspects, such as age and gender, are also highlighted due to the relatively influence they have in these attitudes. The collected analyzed data might also contribute for brand managers to better communicate to their target groups, enhancing in their products the ‘emotional side’ for the hedonics and the ‘feature side’ for the utilitarians.O crescimento tecnológico substancial que define a era em que vivemos, envolve não só uma melhoria das atuais características eletrónicas, mas também lançamentos de produtos inovadores no mercado, tendo em conta que ambas as situações no segmento de produtos de eletrónica detêm uma incerteza associada à aceitação do novo produto. Para minimizar esta incerteza, as marcas devem estar atentas às preferências e características que levam os consumidores até aos seus produtos, de forma a atrair os potenciais grupos target desejados. Esta dissertação centra-se em identificar diferenças significativas entre os perfis de comportamento hedónico e utilitário relativamente a smartphones, os atributos mais valorizados em eletrónica, e verificar se estes perfis influenciam as atitudes dos consumidores perante tecnologia e inovação em geral. Numa análise mais profunda, o estudo é aplicado ao caso prático dos AirPods, os novos phones wireless da Apple, limitado ao mercado português. Dos resultados foi possível diferenciar dois grupos de utilizadores de smartphone relacionados com comportamentos hedónicos e utilitários. As principais conclusões sugerem que estes perfis comportamentais não constituem o fator principal em determinar atitudes perante tecnologia e inovação, apesar de revelarem um relativo impacto em intenções de compra do inovador acessório de áudio da Apple. No entanto, aspetos demográficos, como idade e género, destacam-se também devido ao seu relativo impacto nas atitudes em questão. A informação analisada poderá fornecer dados aos gestores de marca para comunicarem efetivamente aos seus grupos target, evidenciando nos seus produtos o ‘lado emocional’ para os hedónicos e o ‘lado técnico’ para os utilitários.Crispim, Nuno Pedro MoraisVeritati - Repositório Institucional da Universidade Católica PortuguesaAmorim, Marta Maria Rodrigues Pessoa de2017-05-18T08:00:02Z2017-05-1120172017-05-11T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/22128TID:201703203enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:28:29Zoai:repositorio.ucp.pt:10400.14/22128Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:18:30.156822Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Hedonic and utilitarian attitudes towards technology and innovation : purchase Intentions of Audio Devices : the AirPods Case |
title |
Hedonic and utilitarian attitudes towards technology and innovation : purchase Intentions of Audio Devices : the AirPods Case |
spellingShingle |
Hedonic and utilitarian attitudes towards technology and innovation : purchase Intentions of Audio Devices : the AirPods Case Amorim, Marta Maria Rodrigues Pessoa de Consumer behaviour Hedonic and utilitarian Consumer electronics Technology Innovation AirPods Purchase intentions Comportamento do consumidor Hedónico e utilitário Produtos de eletrónica Tecnologia Inovação Intenções de compra Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Hedonic and utilitarian attitudes towards technology and innovation : purchase Intentions of Audio Devices : the AirPods Case |
title_full |
Hedonic and utilitarian attitudes towards technology and innovation : purchase Intentions of Audio Devices : the AirPods Case |
title_fullStr |
Hedonic and utilitarian attitudes towards technology and innovation : purchase Intentions of Audio Devices : the AirPods Case |
title_full_unstemmed |
Hedonic and utilitarian attitudes towards technology and innovation : purchase Intentions of Audio Devices : the AirPods Case |
title_sort |
Hedonic and utilitarian attitudes towards technology and innovation : purchase Intentions of Audio Devices : the AirPods Case |
author |
Amorim, Marta Maria Rodrigues Pessoa de |
author_facet |
Amorim, Marta Maria Rodrigues Pessoa de |
author_role |
author |
dc.contributor.none.fl_str_mv |
Crispim, Nuno Pedro Morais Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Amorim, Marta Maria Rodrigues Pessoa de |
dc.subject.por.fl_str_mv |
Consumer behaviour Hedonic and utilitarian Consumer electronics Technology Innovation AirPods Purchase intentions Comportamento do consumidor Hedónico e utilitário Produtos de eletrónica Tecnologia Inovação Intenções de compra Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Consumer behaviour Hedonic and utilitarian Consumer electronics Technology Innovation AirPods Purchase intentions Comportamento do consumidor Hedónico e utilitário Produtos de eletrónica Tecnologia Inovação Intenções de compra Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
The substantial technological growth that defines the era we are living in, involves not only improvement of current electronics features, but also launches of innovative products in the market, and both situations from the consumer electronics segment hold an uncertainty regarding the new product acceptance. As to minimize this uncertainty, brands must be aware of preferences and characteristics which drive consumers to their products, addressing properly the potential key target groups. This dissertation relies on identifying relevant dissimilarities across hedonic and utilitarian behaviour profiles concerning the smartphone consumption, the attributes most valued in electronics, and assess whether these profiles influence the consumers’ attitudes towards technology and innovation in general. On a further analysis, the research is applied to the practical case of AirPods, the new wireless earbuds from Apple, limited to the Portuguese market. From the outcomes of the study it was possible to properly differentiate two groups of smartphone users related to hedonic and utilitarian behaviours. The main findings suggest that these consumer profiles do not constitute the main driver in influencing attitudes towards technology and innovation, although they disclose a relative impact on purchase intentions of the innovative audio device from Apple. Nonetheless, demographic aspects, such as age and gender, are also highlighted due to the relatively influence they have in these attitudes. The collected analyzed data might also contribute for brand managers to better communicate to their target groups, enhancing in their products the ‘emotional side’ for the hedonics and the ‘feature side’ for the utilitarians. |
publishDate |
2017 |
dc.date.none.fl_str_mv |
2017-05-18T08:00:02Z 2017-05-11 2017 2017-05-11T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/22128 TID:201703203 |
url |
http://hdl.handle.net/10400.14/22128 |
identifier_str_mv |
TID:201703203 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
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reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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