Consumer behavior regarding wearable technologies:: Google Glass
Autor(a) principal: | |
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Data de Publicação: | 2018 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Revista de Administração e Inovação |
Texto Completo: | https://www.revistas.usp.br/rai/article/view/151151 |
Resumo: | Purpose – This purpose of this study is to analyze consumer behavior in relation to Google Glass. The study considers the adoption and diffusion of the innovation, aspects related to technological convergence and the theories of utilitarian, hedonic and social value. Design/methodology/approach – This qualitative, exploratory study uses the methodological approach of netnography via passive observation. Data collection was conducted using the social network Reddit over a period of about four months. Findings – Three categories and two subcategories of consumers were found, namely, socially satisfied; socially constrained; and early adopters, divided into enthusiasts and visionaries. Research limitations/implications – A limitation of this research pertains to the data collected regarding consumption preferences of users and potential adopters. No questions were created, but rather, discussions were selected, from the social network Reddit, that focused on factors pertaining to the theories studied. Practical implications – The research brings an important insight regarding the launch of new products: to obtain a good market position for new devices, failures or inadequate perceptions that will negatively impact the technology’s dissemination must be minimized. Social implications – This study presents social value of technological consumption as a function of the conspicuousness, status and position of users who own devices that differ from those commonly available on the market. Originality/value – This study reveals which elements exert the greatest influence on intention to consume so-called wearable technology. In particular, it analyzes consumer behavior in relation to Google Glass, evaluating the reasons that were perceived as positive and negative for consumers which blocked the technology launch in the market. |
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Consumer behavior regarding wearable technologies:: Google GlassSocial identityConsumer behaviourNetnographyWearable technologyGoogle GlassPurpose – This purpose of this study is to analyze consumer behavior in relation to Google Glass. The study considers the adoption and diffusion of the innovation, aspects related to technological convergence and the theories of utilitarian, hedonic and social value. Design/methodology/approach – This qualitative, exploratory study uses the methodological approach of netnography via passive observation. Data collection was conducted using the social network Reddit over a period of about four months. Findings – Three categories and two subcategories of consumers were found, namely, socially satisfied; socially constrained; and early adopters, divided into enthusiasts and visionaries. Research limitations/implications – A limitation of this research pertains to the data collected regarding consumption preferences of users and potential adopters. No questions were created, but rather, discussions were selected, from the social network Reddit, that focused on factors pertaining to the theories studied. Practical implications – The research brings an important insight regarding the launch of new products: to obtain a good market position for new devices, failures or inadequate perceptions that will negatively impact the technology’s dissemination must be minimized. Social implications – This study presents social value of technological consumption as a function of the conspicuousness, status and position of users who own devices that differ from those commonly available on the market. Originality/value – This study reveals which elements exert the greatest influence on intention to consume so-called wearable technology. In particular, it analyzes consumer behavior in relation to Google Glass, evaluating the reasons that were perceived as positive and negative for consumers which blocked the technology launch in the market.Universidade de São Paulo. Faculdade de Economia, Administração e Contabilidade2018-10-16info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://www.revistas.usp.br/rai/article/view/151151INMR - Innovation & Management Review; v. 15 n. 3 (2018); 230-2462515-8961reponame:Revista de Administração e Inovaçãoinstname:Universidade de São Paulo (USP)instacron:USPenghttps://www.revistas.usp.br/rai/article/view/151151/147961Nunes, Gibran SalesArruda Filho, Emílio José Monteroinfo:eu-repo/semantics/openAccess2018-12-21T12:05:29Zoai:revistas.usp.br:article/151151Revistahttp://www.viannajr.edu.br/wp-content/uploads/2016/01/raiPUBhttp://www.revistas.usp.br/viaatlantica/oairevistarai@usp.br||tatianepgt@revistarai.org1809-20391809-2039opendoar:2018-12-21T12:05:29Revista de Administração e Inovação - Universidade de São Paulo (USP)false |
dc.title.none.fl_str_mv |
Consumer behavior regarding wearable technologies:: Google Glass |
title |
Consumer behavior regarding wearable technologies:: Google Glass |
spellingShingle |
Consumer behavior regarding wearable technologies:: Google Glass Nunes, Gibran Sales Social identity Consumer behaviour Netnography Wearable technology Google Glass |
title_short |
Consumer behavior regarding wearable technologies:: Google Glass |
title_full |
Consumer behavior regarding wearable technologies:: Google Glass |
title_fullStr |
Consumer behavior regarding wearable technologies:: Google Glass |
title_full_unstemmed |
Consumer behavior regarding wearable technologies:: Google Glass |
title_sort |
Consumer behavior regarding wearable technologies:: Google Glass |
author |
Nunes, Gibran Sales |
author_facet |
Nunes, Gibran Sales Arruda Filho, Emílio José Montero |
author_role |
author |
author2 |
Arruda Filho, Emílio José Montero |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Nunes, Gibran Sales Arruda Filho, Emílio José Montero |
dc.subject.por.fl_str_mv |
Social identity Consumer behaviour Netnography Wearable technology Google Glass |
topic |
Social identity Consumer behaviour Netnography Wearable technology Google Glass |
description |
Purpose – This purpose of this study is to analyze consumer behavior in relation to Google Glass. The study considers the adoption and diffusion of the innovation, aspects related to technological convergence and the theories of utilitarian, hedonic and social value. Design/methodology/approach – This qualitative, exploratory study uses the methodological approach of netnography via passive observation. Data collection was conducted using the social network Reddit over a period of about four months. Findings – Three categories and two subcategories of consumers were found, namely, socially satisfied; socially constrained; and early adopters, divided into enthusiasts and visionaries. Research limitations/implications – A limitation of this research pertains to the data collected regarding consumption preferences of users and potential adopters. No questions were created, but rather, discussions were selected, from the social network Reddit, that focused on factors pertaining to the theories studied. Practical implications – The research brings an important insight regarding the launch of new products: to obtain a good market position for new devices, failures or inadequate perceptions that will negatively impact the technology’s dissemination must be minimized. Social implications – This study presents social value of technological consumption as a function of the conspicuousness, status and position of users who own devices that differ from those commonly available on the market. Originality/value – This study reveals which elements exert the greatest influence on intention to consume so-called wearable technology. In particular, it analyzes consumer behavior in relation to Google Glass, evaluating the reasons that were perceived as positive and negative for consumers which blocked the technology launch in the market. |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018-10-16 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://www.revistas.usp.br/rai/article/view/151151 |
url |
https://www.revistas.usp.br/rai/article/view/151151 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
https://www.revistas.usp.br/rai/article/view/151151/147961 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade de São Paulo. Faculdade de Economia, Administração e Contabilidade |
publisher.none.fl_str_mv |
Universidade de São Paulo. Faculdade de Economia, Administração e Contabilidade |
dc.source.none.fl_str_mv |
INMR - Innovation & Management Review; v. 15 n. 3 (2018); 230-246 2515-8961 reponame:Revista de Administração e Inovação instname:Universidade de São Paulo (USP) instacron:USP |
instname_str |
Universidade de São Paulo (USP) |
instacron_str |
USP |
institution |
USP |
reponame_str |
Revista de Administração e Inovação |
collection |
Revista de Administração e Inovação |
repository.name.fl_str_mv |
Revista de Administração e Inovação - Universidade de São Paulo (USP) |
repository.mail.fl_str_mv |
revistarai@usp.br||tatianepgt@revistarai.org |
_version_ |
1800221937308270592 |