ID: 51584
Autoria:
Gibran Sales Nunes, Emílio José Montero Arruda Filho.
Fonte:
Innovation and Management Review, v. 15, n. 3, p. 230-246, Julho-Setembro, 2018. 17 página(s).
Palavras-chave:
Consumer behaviour , Google Glass , Netnography , Social identity , Wearable technology
Tipo de documento: Artigo (Inglês)
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PURPOSE – This purpose of this study is to analyze consumer behavior in relation to Google Glass. Thestudy considers the adoption and diffusion of the innovation, aspects related to technological convergence andthe theories of utilitarian, hedonic and social value.DESIGN/METHODOLOGY/APPROACH – This qualitative, exploratory study uses the methodologicalapproach of netnography via passive observation. Data collection was conducted using the social networkReddit 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 collectedregarding 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 theoriesstudied.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 negativelyimpact the technology’s dissemination must be minimized.SOCIAL IMPLICATIONS – This study presents social value of technological consumption as a function of theconspicuousness, status and position of users who own devices that differ from those commonly available onthe market.ORIGINALITY/VALUE – This study reveals which elements exert the greatest influence on intention toconsume so-called wearable technology. In particular, it analyzes consumer behavior in relation to GoogleGlass, evaluating the reasons that were perceived as positive and negative for consumers which blocked thetechnology launch in the market.
