Consumer Involvement with Personal Computer Technology: A Multi-Sample Analysis

Latour, Michael S.; Hanna, Joe B.; Miller, Marc D.; Pitts, Robert E.
June 2002
American Business Review;Jun2002, Vol. 20 Issue 2, p1
Academic Journal
The introduction, adoption, and consumption of computer and Information Technology (IT) has been a significant organizational phenomenon touching every level of our economy and dramatically affecting the way we live and work (Giumaraes, Gupta, and Rainer, 1999; Heinssen, Glass, and Knight 1987; Turkel 1984). It is widely accepted that computer technology is highly beneficial (Parthasarathy and Bhattacherjee, 1998) and eventually every firm will adopt information technology in the operation of the firm and that electronic commerce will grow at exponential levels (Taylor and Wacker, 1997). However, the speed with which the diffusion of this type of technology will take place us somewhat uncertain. Diffusion of a technological innovation is "the process by which an innovation is communicated through certain channels over time among the members of a social system (Rogers 1983, p. 196)." Obtaining a better understanding of the diffusion of an innovation like computer and information technology has major implications for our entire society and especially the companies marketing and manufacturing various types of computer technology like Personal Computers (PC's). However, various studies dealing with the rate of adoption of technologically advanced products (Igbaria, Guimaraes, and Davis, 1995; Givon, Mahajan, and Muller, 1995; Weerahandi and Dalal, 1992; Namer and McCardle, 1987; Ebadi and Utterback, 1984) is far from conclusive, leading past researchers to invite additional research in the area. In the current study we explore the construct of involvement as a vehicle for understanding the consumption of complex technological innovations such as computers and information technology. Involvement is thought to play a role in brand choice and attribute evaluation (Howard and Sheth, 1969), information seeking (Clarke and Belk 1978) and response to advertisements (Murray, Lastovicka, and Singh, 1992). While researchers have stressed the importance of the involvement...


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