Title: The incentive behind the adaptation process of high-technology product: an empirical research

Authors: Danilo Hamann, Maktoba Omar

Addresses: Polygraphic Department, University of Applied Science, Leipzig D-04103, Germany. ' Napier University Business School, Craiglockhurt Campus, Edinburgh EH14 1DJ, Scotland, UK

Abstract: This study investigates consumer|s perception of high-technology and the drivers involved in the adaptation process. The underlying research analysed and evaluated people|s buying behaviour regarding high-technology, through the literature and primary research in order to identify consumer|s perception and attitudes towards high-technology products. The main areas of influence |Price|, |Usage|, |Quality| and |Culture| were identified and used as measurements for the primary research. Findings showed a significant impact of the reason for |using| high-technology as well as the |cultural| aspect on its adaptation process. The assumption of |Price| or |Usage| having a direct impact was found not to be valid.

Keywords: high tech products; decision making; high technology adaptation; consumer perception; unique selling point; high technology usage; high technology quality; high technology pricing; buying behaviour; USP; culture.

DOI: 10.1504/WRSTSD.2007.013579

World Review of Science, Technology and Sustainable Development, 2007 Vol.4 No.2/3, pp.126 - 149

Available online: 08 May 2007 *

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