A ADOÇÃO DE INOVAÇÕES EM PRODUTOS DE ALTA TECNOLOGIA POR JOVENS: O CASO DO TELEFONE CELULAR

Fábio Pimenta de Pádua Júnior, Paulo Henrique Muller Prado
DOI: https://doi.org/10.21529/RECADM.20060501010

Abstract

The purpose of this research is to analyze how the introduction of new features, normally considered complex,
affects the consumer’s adoption of high tech products. To do so, the relationship among consumer’s personal
characteristics, perceived characteristics, and personal influence, mediated by the decision difficulty, were
valued. A quantitative survey was conducted with 303 undergraduates, owners of cell phones. The results
indicate that the dependent variables analyzed had little or no influence in the adoption of new generation cell
phones. The mediating decision difficulty variable had a weak influence in the adoption of cell phones
innovations.


Keywords

innovation adoption; innovation; innovation diffusion; decision difficulties; high-technology

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