Abstract
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 language | English |
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Number of pages | 8 |
Publication status | Published - 2015 |
Externally published | Yes |
Event | 42nd International Research Conference IARIGAI: Advances in Printing and Media Technology - Hotel Arthur, Helsinki, Finland Duration: 6 Sept 2015 → 9 Sept 2015 Conference number: 42 |
Conference
Conference | 42nd International Research Conference IARIGAI |
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Abbreviated title | IARIGAI |
Country/Territory | Finland |
City | Helsinki |
Period | 6/09/15 → 9/09/15 |
Keywords
- Media and technology adoption
- Rejection attitude
- Non-use
- Partial use
- Q-method
- n/a OA procedure