Many theoretical and empirical studies focused on the diffusion process of high technology products and the demographic, psychology, personality and socio economic status differences between the groups of Early and Late Adopters. This Master Thesis objective is to go deep in the investigation of the two groups differences relatively to the smartphone, for searched benefits, favorable features, perception of adoption risks and willingness to pay. In addition, this Thesis aims at investigating which product characteristics make the product perception complex, and it is eventually successful in finding - independently of the group appurtenance - that smartphone users are more willing to buy cutting edge smartphones.
|Educations||Cand.merc.smc Strategic Market Creation, (Graduate Programme) Final Thesis|
|Number of pages||83|