Journal
JOURNAL OF MARKETING
Volume 68, Issue 1, Pages 59-72Publisher
SAGE PUBLICATIONS INC
DOI: 10.1509/jmkg.68.1.59.24029
Keywords
-
Categories
Ask authors/readers for more resources
The study tests a use-diffusion model in the context of home technology use. The authors combine two constructs, variety and rate of use, to yield four user segments. The results show that user segments vary on the basis of social context and technological makeup of the household as well as personal factors and external influences. Furthermore, user segments differ with regard to users' satisfaction with technology and interest in acquiring future technologies.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available