The implication of consumer knowledge of technology and consumer behaviour with technology-based products: empirical evidence from US and Indian consumers
by Angelica Bahl; Gregory S. Black; R. Londhe Bhausaheb
J. for Global Business Advancement (JGBA), Vol. 12, No. 4, 2019

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.

Online publication date: Sat, 26-Oct-2019

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