Why do certain consumers avoid new media developments? An investigation of three prudent users’ subjectivity

Stéphanie Gauttier, Claire Gauzente

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    New media development constantly challenges consumer’s habits. While innovations are supposed to bring new facilities to users, a certain number of them still remain reluctant in accepting, adopting and using new media offers. The aim of this research is to review the theoretical frameworks that are available for understanding such consumers’ attitudes and behaviours and to confront theoretical analysis with in-depth subjective investigation of three prudent users facing a set of different mobile media offers. The empirical analysis is conducted using Q-method. Preliminary results offer a nuanced view of the representational space of non- and partial acceptation, adoption and use of new media developments.
    Original languageEnglish
    Number of pages8
    Publication statusPublished - 2015
    Event42nd International Research Conference IARIGAI: Advances in Printing and Media Technology - Hotel Arthur, Helsinki, Finland
    Duration: 6 Sep 20159 Sep 2015
    Conference number: 42


    Conference42nd International Research Conference IARIGAI
    Abbreviated titleIARIGAI


    • media and technology adoption
    • rejection attitude
    • non-use
    • partial use
    • Q-method

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