| Article ID | Journal | Published Year | Pages | File Type |
|---|---|---|---|---|
| 1017659 | Journal of Business Research | 2012 | 7 Pages |
This paper investigates 1) how a tech-enabled change in the form of experiential products (e.g., print books to e-readers) transforms utilitarian and experiential values, and 2) how a tech-enabled change in product form affects the relationship between old and new technologies in terms of adoption, rejection and convergence. A qualitative study of consumers reveals how this change in form alters four experiential and four utilitarian values of book reading. The decision to adopt, reject, or converge is characterized by a system of tradeoffs amongst these values. Utilitarian values are more salient to consumers who adopt a tech-enabled change in form; experiential values are more salient to participants who reject a tech-enabled change in form; when there are experiential or utilitarian values that are not substitutable by a tech-enabled change in form, then convergence (adoption of both old and new technologies) is the outcome. Results are discussed and strategic recommendations are provided for each possible outcome.
► Utilitarian value is more salient to users adopting a tech-enabled change in form. ► Experiential value is more salient to users rejecting a tech-enabled change in form. ► Non-substitutable experiential and utilitarian values lead users to converge.
