Consumer behavior regarding wearable technologies:: Google Glass

Detalhes bibliográficos
Autor(a) principal: Nunes, Gibran Sales
Data de Publicação: 2018
Outros Autores: Arruda Filho, Emílio José Montero
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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spelling 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
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