- Title
- Consumer adoption of versatile products
- Creator
- Haintz, Christine; Van Beveren, John
- Date
- 2004
- Type
- Text; Conference paper
- Identifier
- http://researchonline.federation.edu.au/vital/access/HandleResolver/1959.17/35860
- Identifier
- vital:1384
- Abstract
- By creating or sustaining competitive advantage through differentiation and augmentation, marketers have enhanced single use products to create versatile products. A versatile product was defined as a multi-functional physical object that results from converging technologies augmented from separate product categories. In relation to the adoption of versatile products, diffusion and adoption theories project patterns in consumption of various products, yet provide little insight into the individual adoption, decisions and the information requirements of consumers. Due to the duplexity and versatility of products that defy classification within existing product categories, consumer information search and purchase decision-making has become more complex. This paper postulates that the level of consumer product involvement and product knowledge of a product category influences the level of information search and determines the stage for adoption of versatile products.; E1
- Publisher
- Wellington, New Zealand : Victoria University
- Relation
- Paper presented at ANZMAC conference 2004, Wellington, New Zealand : 29th November, 2004
- Rights
- Open Access
- Rights
- Copyright Unknown
- Rights
- This metadata is freely available under a CCO license
- Subject
- Innovation; Adoption; Versatile products
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