- Title
- A study of consumers’ upgrade intention of high-technology products
- Creator
- Chow, Winn Wing-Yiu
- Resource Type
- thesis
- Date
- 2017
- Description
- Professional Doctorate - Doctor of Business Administration (DBA)
- Description
- Consumers’ upgrading of high-technology products rapidly grows in importance, but is still under-researched. This research aims to investigate the consumer upgrading intentions relating to high-technology products. It expands the prior research on technology acceptance and use in the information systems literature, and consumer upgrade behaviour in the marketing literature, to propose a technology upgrade model. The model extends the most recent extended unified theory of acceptance and use of technology model (UTAUT2) and incorporates two different concepts of satisfaction: satisfaction with a high-technology product, and satisfaction with the underlying technology of a high-technology product. Recency of purchase is hypothesized to moderate the effects of consumer beliefs about a high-technology product on consumer upgrade intentions. Results from a quantitative, cross-sectional study involving an anonymous questionnaire survey of a sample of 410 degree and sub-degree university students in Hong Kong provided empirical support for the model. The results showed that the model is more useful and powerful than the UTAUT2 model for explaining consumer upgrade intentions. The model explained 46.4% and 57.8% of the variation in upgrade intentions for consumers who had purchased a smartphone less than or equal to 12 months previously, and for consumers who had purchased a smartphone more than 12 months previously respectively. This research makes several significant theoretical contributions. Firstly, it extends the generalisability of the UTAUT2 from a consumer acceptance and use context to a consumer upgrade context. Secondly, it explains the contradictory result on the effect of satisfaction on consumer upgrade intentions in prior research. Most significantly, this research showed that the two different concepts of satisfaction regarding a high-technology product were two of the most significant factors that explain consumers’ upgrade of technology. Lastly, it reveals that a technology upgrade decision is similar to a technology acceptance decision when recency of purchase is old, but is more similar to a technology continued use decision when a purchase had been made recently (that is, 12 months or less). This research also indicates several practical implications for marketing managers. Marketers are advised to focus on hedoic motivation in order to attract consumers who made an earlier purchase to upgrade. Marketers should also focus less on price competition but more on product differentiation based on innovation and customer support services to promote upgrades.
- Subject
- TAM; UTAUT; UTAUT2; high-technology product; smartphone; technology upgrade; consumer upgrade; satisfaction; recency of purchase
- Identifier
- http://hdl.handle.net/1959.13/1333373
- Identifier
- uon:27075
- Rights
- Copyright 2017 Winn Wing-Yiu Chow
- Language
- eng
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| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | ATTACHMENT01 | Thesis | 3 MB | Adobe Acrobat PDF | View Details Download | ||
| View Details Download | ATTACHMENT02 | Abstract | 672 KB | Adobe Acrobat PDF | View Details Download |