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ERIC Number: ED542835
Record Type: Non-Journal
Publication Date: 2012
Pages: 138
Abstractor: As Provided
ISBN: ISBN-978-1-2673-0333-2
Catch the Cloud: User Research on the Chaos Market
Sung, Ji Eun
ProQuest LLC, Ph.D. Dissertation, Michigan State University
New products continue to launch quickly but many of them are converged products. The "new product" is not a completely new thing to consumers and the basic features stay the same. As a result, the added functions or fancy design can't explain why consumers adopt the new media. Past studies have examined perceptions of innovations or user experience to understand what factors have impact on the intention. However, most studies failed to explore individual differences or users' context; rather, they investigated consumer perception of innovation independently. In this chaotic market, there is much competition for consumers' attention. In such, it is important to investigate how consumers perceive innovation. The usability field investigates the contextual factors as principal components forming usability and the consequence of usability, which represents the perceptions of the product or service. However, the relationship between contextual factors and innovation attributes has not been widely investigated in the new media adoption studies. There is a growing body of evidence indicating that contextual factors of consumers' impact on communication technology adoption affects their decisions. In accordance with the importance of the contextual factors with innovation attributes, this study explored factors that led the consumers to adopt a cloud note-taking application as a representative innovation. The study employed 402 respondents comprising three lifestyle clusters of active note-takers and possessing no experience with a cloud note-taking application. The study analyzed how the contextual factors (e.g., social influence, knowledge, and past experience with similar services) are related with innovation attributes (e.g., relative advantage, complexity, compatibility, observability, triability and risk); furthermore, it explored how innovation attributes are related to adoption intention. The measurement model offered high explanatory power (i.e., 53% of the variance in the behavioral intention to use the innovation was explained by innovation attributes). The study validated the relationships between innovation attributes and behavioral intention to adopt, and offered support for its applicability in the context of cloud computing. Also, this study demonstrated the utility of adding contextual-specific factors to a well-established theory. By providing insights into the relevant contextual factors impacting innovation attributes, this study has potential of increasing the predictive power of the Diffusion of Innovation theory. Also, the study theoretically and empirically demonstrated that the contextual factors impact intentions indirectly through perceptions of innovation. In addition, the study investigated various group of people and identified three groups of consumers who live three types of lifestyle (traditionalist, hedonic yuppies, and intelligent businessmen). By exploring the research model with three groups, the study indicated how each group has different contexts, perceptions and intentions in the adoption process. Practically, the study suggested which contextual factors the industry should focus on and invest in to raise perceptions of innovations. Also, the study showed the possible main target group of people for the innovation, and advised how the industry needs to treat their various targets, as well as how to promote their services or products to increase positive perceptions of it. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page:]
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Publication Type: Dissertations/Theses - Doctoral Dissertations
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A