Title: The implication of consumer knowledge of technology and consumer behaviour with technology-based products: empirical evidence from US and Indian consumers

Authors: Angelica Bahl; Gregory S. Black; R. Londhe Bhausaheb

Addresses: Department of Marketing, College of Business, Metropolitan State University of Denver, P.O. Box 173362, Denver, Colorado, 80217-3362, USA ' Department of Marketing, College of Business, Metropolitan State University of Denver, P.O. Box 173362, Denver, Colorado, 80217-3362, USA ' Department of Management, Amity University Mumbai, Business School, Flat no 107, Wing A, Faculty Quarters, Amity University, Bhata, Panvel, Raigad, Maharastra, India

Abstract: This study introduces constructs, such as a technological novelty and technological benefits of a product, with technology-based products and then analyses variables (choice confusion, impulse buying, price consciousness, risk attraction, status consumption, and time pressure) to examine how consumer knowledge of technology affects their behaviour. The findings were derived from American and Indian samples. While a product's novelty and the importance of underlying technology of a product are the most important factors for technologically knowledgeable consumers, the importance of technological benefits and willingness to wait for a new version of the technology do not directly impact consumers in either sample. This study shows that risk attraction and status consumption are significant characteristics for Indian consumers. We explore the technological sector within the American and the Indian contexts keeping in mind that insights could be useful in the future as they could be used by both technology-based consumers and firms.

Keywords: consumer knowledge of technology; technology-based product; consumer behaviour.

DOI: 10.1504/JGBA.2019.103314

Journal for Global Business Advancement, 2019 Vol.12 No.4, pp.497 - 515

Received: 05 Apr 2018
Accepted: 02 Nov 2018
Published online: 26 Oct 2019 *

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