Paschalina (Lilia) Ziamou, Stephen Gould, Alladi Venkatesh (2010) “Am I Getting It or Not?” The Practices Involved in “Trying to Consume” a New Technology, Journal of Product Innovation Management, Volume 29, Issue 2, pages 216–228, March 2012
In recent years, high rates of failure of technology-based products have spurred interest in understanding the psychological and sociological barriers to consumer learning of technological innovations. We conducted a real-time study of consumers’ initial interactions with a new technology using verbal protocols in order to understand consumers’ learning experience. We identified three major factors that hinder the consumer’s learning process: (a) interface and functionality practices, (b) social influence, and (3) causal attributions. The results show how each factor hinders the learning process and suggest how managers can influence consumer learning of technological innovations.
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