Preferências Hedônicas e Justificações Utilitárias na Introdução de Novos Produtos de Alta Tecnologia
DOI:
https://doi.org/10.4301/s1807-17752012000100009Palavras-chave:
Estudo de CasoResumo
A rápida atualização tecnológica atrai o desenvolvimento de novos produtos no mercado, convergindo para múltiplos usos e acessos, o qual vem sendo apresentados na literatura de new products development e systems integration. Dado o confronto destas duas literaturas, esta pesquisa posiciona seu foco de estudo para os fatores determinantes na preferência do consumo de lançamentos de produtos altamente tecnológicos, onde a utilidade hedônica/social dos produtos all-in-one (tudo em um só) tem prioridade sobre os fatores utilitários. O objetivo do trabalho é avaliar quais fatores influenciam a preferência do consumo de alta tecnologia, utilizando como objeto da pesquisa o tablet da Apple (iPad), para identificar como a decisão de uso é construída. Neste artigo realizou-se um estudo netnográfico sobre o comportamento de consumo do iPad, interpretando suas necessidades através de experiências descritas no site Americano de discussão do produto, o qual apresenta comentários sobre o processo de escolha, preferência e uso.Referências
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