How to Justify Purchase of an iPad: Users of the Latest Launch

Contemporary technology innovation is increasingly based on convergence and the multiple uses of products. This change is detailed in the literature about new product development, as well as that on systems integration. This article focuses on the factors that determine the justification for using a...

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Autores principales:	Montero Arruda Filho,Emílio José, Chaves Lima,Rosa Maria, Lennon,Mark Michael
Lenguaje:	English
Publicado:	Universidad Alberto Hurtado. Facultad de Economía y Negocios 2014
Materias:	iPad netnography hedonism utilitarianism justification new products
Acceso en línea:	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-27242014000300008
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spelling	oai:scielo:S0718-272420140003000082014-12-15How to Justify Purchase of an iPad: Users of the Latest LaunchMontero Arruda Filho,Emílio JoséChaves Lima,Rosa MariaLennon,Mark Michael iPad netnography hedonism utilitarianism justification new products Contemporary technology innovation is increasingly based on convergence and the multiple uses of products. This change is detailed in the literature about new product development, as well as that on systems integration. This article focuses on the factors that determine the justification for using advanced technology products in which the perceived value of the product is not based on its functionality, as much as on its hedonistic or social value as an "all-in-one" product. In this study, consumer behaviors toward the Apple iPad are analyzed using netnographic evidence taken from internet postings by the consumers themselves. Since Apple initially marketed the iPad as a revolutionary product, with integrated services and features, our analysis concentrates on how consumers perceived these new, innovative features, in an effort to justify their purchase of the product. Our findings indicate that consumers' justifications are based not only on the iPad's functionality, but also its hedonic traits, and its similarity to the previously released innovative product, the iPhone.info:eu-repo/semantics/openAccessUniversidad Alberto Hurtado. Facultad de Economía y NegociosJournal of technology management & innovation v.9 n.3 20142014-01-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-27242014000300008en10.4067/S0718-27242014000300008
institution	Scielo Chile
collection	Scielo Chile
language	English
topic	iPad netnography hedonism utilitarianism justification new products
spellingShingle	iPad netnography hedonism utilitarianism justification new products Montero Arruda Filho,Emílio José Chaves Lima,Rosa Maria Lennon,Mark Michael How to Justify Purchase of an iPad: Users of the Latest Launch
description	Contemporary technology innovation is increasingly based on convergence and the multiple uses of products. This change is detailed in the literature about new product development, as well as that on systems integration. This article focuses on the factors that determine the justification for using advanced technology products in which the perceived value of the product is not based on its functionality, as much as on its hedonistic or social value as an "all-in-one" product. In this study, consumer behaviors toward the Apple iPad are analyzed using netnographic evidence taken from internet postings by the consumers themselves. Since Apple initially marketed the iPad as a revolutionary product, with integrated services and features, our analysis concentrates on how consumers perceived these new, innovative features, in an effort to justify their purchase of the product. Our findings indicate that consumers' justifications are based not only on the iPad's functionality, but also its hedonic traits, and its similarity to the previously released innovative product, the iPhone.
author	Montero Arruda Filho,Emílio José Chaves Lima,Rosa Maria Lennon,Mark Michael
author_facet	Montero Arruda Filho,Emílio José Chaves Lima,Rosa Maria Lennon,Mark Michael
author_sort	Montero Arruda Filho,Emílio José
title	How to Justify Purchase of an iPad: Users of the Latest Launch
title_short	How to Justify Purchase of an iPad: Users of the Latest Launch
title_full	How to Justify Purchase of an iPad: Users of the Latest Launch
title_fullStr	How to Justify Purchase of an iPad: Users of the Latest Launch
title_full_unstemmed	How to Justify Purchase of an iPad: Users of the Latest Launch
title_sort	how to justify purchase of an ipad: users of the latest launch
publisher	Universidad Alberto Hurtado. Facultad de Economía y Negocios
publishDate	2014
url	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-27242014000300008
work_keys_str_mv	AT monteroarrudafilhoemiliojose howtojustifypurchaseofanipadusersofthelatestlaunch AT chaveslimarosamaria howtojustifypurchaseofanipadusersofthelatestlaunch AT lennonmarkmichael howtojustifypurchaseofanipadusersofthelatestlaunch
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How to Justify Purchase of an iPad: Users of the Latest Launch

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