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5.8 MEDIA AND COMMUNICATIONS
Businesses develop products and services with the goal of earning a satisfactory return on their original investment of time and capital. For their part, consumers seek out products and services that meet a recognized need. However, predicting the adoption rate of any new technology is an inexact science, and some businesses find themselves on the wrong side of the curve. The variables factoring into consumers’ purchasing decisions are manifold and contingent on a wider network of influences. This research suggests that a primary variable that influences consumers’ adoption of a technological innovation (in this case, mobile content) is the perception of 10 proposed Mobile Content Needs. The first goal of this research is to propose a framework for the relationships among the adoption of mobile content, users’ perception of their need for mobile content, and users’ innovativeness, which is a measure of the likelihood to adopt a new product. This research seeks to explore the differences among groups (categories) of adopters in the context of the perceived needs influencing their decision to adopt mobile content. In other words, it examines the prominence of particular mobile content needs for each of the five categories of adopters. This examination provides indirect evidence of how the mobile content adoption process evolves over time in relation to a specific innovation and within specific groups. This research is useful for those seeking to better understand the mobile content market in its totality, in particular the motivations driving different adopter groups. The results of this research may enable the development of more relevant, targeted content, with a surer knowledge of what a potential consumer needs at each stage of the adoption lifecycle. Similarly, this research offers a foundation for more extensive studies in the near future.
Gonzaga de Oliveira, J.M. (2013) WHAT DO USERS NEED? EXPLORING INFLUENCES ON THE ADOPTION OF MOBILE CONTENT AND THE DIFFERENCES AMONG CATEGORIES OF ADOPTERS. Doctoral Thesis, Dublin Institute of Technology. doi:10.21427/D7TG74