Consumers' adoption of new technology products : the role of coping strategies

Geng CUI, Wenjing BAO, Tsang Sing CHAN

Research output: Journal PublicationsJournal Article (refereed)

23 Citations (Scopus)

Abstract

Purpose – The purpose of this paper is to show how accelerated technology innovations lead to shorter product lifecycles, and consumers often face the dilemma of choosing between keeping the existing product and upgrading to a new version. They may enact certain coping strategies to deal with the stress and uncertainty. Based on the work of Mick and Fournier, this study aims to propose a set of coping strategies, which include refusal, delay, extended decision‐making, and pretest. Design/methodology/approach – Based on a survey of consumers regarding the 3G mobile phones, the authors test the effects of coping strategies within the framework of the technology acceptance model. Findings – The results of canonical analyses suggest that coping strategies have significant influence on consumers' product beliefs, which in turn mediate the effects of coping strategies on consumers' attitude toward adoption and their purchase intention. Research limitations/implications – Coping strategies help better understand consumers' adoption of new technology products and furnish meaningful implications for marketing technology products to today's tech‐savvy consumers. Originality/value – This study develops measures of coping strategies and provides an empirical test of their effect on product beliefs and behavioral intentions with respect to consumers' decision whether to upgrade to a new technology product.
Original languageEnglish
Pages (from-to)110-120
Number of pages11
JournalJournal of Consumer Marketing
Volume26
Issue number2
DOIs
Publication statusPublished - 1 Mar 2009

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Coping strategies
Product technology
Design methodology
Consumer products
Technology acceptance model
Consumer decision
Mobile phone
Pre-test
Technology innovation
Uncertainty
Upgrading
Marketing technologies
Behavioral intention
Purchase intention
Consumer attitudes
Product lifecycle
Decision making
Empirical test
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Keywords

  • Consumer behaviour
  • Innovation
  • New products
  • Technology led strategy

Cite this

CUI, Geng ; BAO, Wenjing ; CHAN, Tsang Sing. / Consumers' adoption of new technology products : the role of coping strategies. In: Journal of Consumer Marketing. 2009 ; Vol. 26, No. 2. pp. 110-120.
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Consumers' adoption of new technology products : the role of coping strategies. / CUI, Geng; BAO, Wenjing; CHAN, Tsang Sing.

In: Journal of Consumer Marketing, Vol. 26, No. 2, 01.03.2009, p. 110-120.

Research output: Journal PublicationsJournal Article (refereed)

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