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

Author
Arruda Filho, Emílio José Montero

Lima, Rosa Maria Chaves

Lennon, Mark Michael

Full text
https://www.jotmi.org/index.php/GT/article/view/1615
10.4067/S0718-27242014000300008
Abstract
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.
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Discipline
Artes, Arquitectura y UrbanismoCiencias Agrarias, Forestales y VeterinariasCiencias Exactas y NaturalesCiencias SocialesDerechoEconomía y AdministraciónFilosofía y HumanidadesIngenieríaMedicinaMultidisciplinarias
Institutions
Universidad de ChileUniversidad Católica de ChileUniversidad de Santiago de ChileUniversidad de ConcepciónUniversidad Austral de ChileUniversidad Católica de ValparaísoUniversidad del Bio BioUniversidad de ValparaísoUniversidad Católica del Nortemore

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