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What is Product (Use)

Chapter 11
Leveraging Computer-Mediated Marketing Environments
An experiential good manufactured to meet market needs. Hence smartphone as a product reflects a category which encompasses an ecosystem of manufacturers, app developers, suppliers and users. From a service reference point, product-use emphasizes the consumption of services on smartphones.
Published in Chapter:
Smartphones: Resource Dimensions and Uses
Ibelema Sam-Epelle (University of Gloucestershire, UK) and Kenneth Appiah (University of Cumbria, UK)
Copyright: © 2019 |Pages: 12
DOI: 10.4018/978-1-5225-7344-9.ch011
Abstract
Understanding the adoption of technologies is crucial for researchers and practitioners, as identifying key factors helps to predict and explain users' attitude towards adopting or rejecting technology. However, as smartphones are well-diffused technologies, there is contention that research efforts shift to understanding their usage comprehensively. As personal technologies that users make meaning of, smartphone usage is assumed to be more comprehensive than that of previous generation mobile phones. This chapter examines how the usage of smartphones is redefining and increasingly adding value to consumer consumption processes.
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