Innovation Adoption and Decision Difficulty in High Technology Products: a Study With Cell Phones

The aim of this study is to analyze how the introduction of new attributed, generally considered complex, affects the adoption of high technology products by consumers. To this end, the relationships between personal characteristics and the interpersonal influences of consumers have been evaluated, considering the difficulties of decision making in the adoption of technological innovations in cellular phones. There were two stages to the field research. The first was qualitative, with in-depth interviews with consumers and professionals in the field of cellular telephones. The second was quantitative involving 303 university students aged 17 to 25 who owned a cellular phone. The results obtained show that the independent variables analyzed had a great deal of influence on the adoption of new generation telephones. The moderating variable “Decision Difficulty” had a relatively heavy influence on the adoption of innovations in cellular phones.


Fabio Pimenta de Padua Jr, Paulo H M Prado, Danielle Mantovani, and Flavio Freire (2008) ,"Innovation Adoption and Decision Difficulty in High Technology Products: a Study With Cell Phones", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 101-108.


Fabio Pimenta de Padua Jr, Federal University of Parana
Paulo H M Prado, Federal University of Parana
Danielle Mantovani, Federal University of Parana
Flavio Freire, Federal University of Parana


LA - Latin American Advances in Consumer Research Volume 2 | 2008

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