Brandyberry, Alan; Ghosh, Suvankar; Trainor, Kevin
description
UTAUT 2 provides a theory for understanding the adoption of consumer technology products such as smartphones. However, several key constructs in UTAUT 2, such as hedonic motivation, are centered on the user rather than the product. These constructs do not directly define how smartphone vendors can make the product more attractive. We approach the adoption of smartphones from the perspective of product attributes that engender adoption. These attributes, such as serviceability, supportability, extensibility and viability, are informed by the best-selling book Crossing the Chasm. This research is the first to approach consumer technology adoption from the standpoint of the product.
