Comparison of Product Involvement and Usage Behavior of Smartphone, Computer, and Television Users (67439)
Friday, 31 March 2023 15:45
Session: Poster
Room: Orion Hall
Presentation Type:Poster Presentation
Studies on product involvement have been widely conducted on various items and have revealed differences in the characteristics of different products. However, most studies have examined product involvement for each product, and few studies have compared product involvement across products. This study investigates how product involvement differs among information and communication technologies (ICT) devices: smartphones, computers, and televisions. Survey responses were collected from 4,943 Japanese participants aged 15-79 on a web-based survey in February 2021. Factor cluster analysis was conducted on the study responses using product involvement factors. Similar questions on product involvement for each device confirmed a factor structure with three similar factors: brand orientation, impulse purchase, and utilization. Next, a cluster analysis was conducted from these three factors. Factor scores were extracted for each device: "obsessive use," "non-utilization", "non-brand oriented", and "impulse purchase". It was confirmed that the characteristics of the factor scores are similar to that of the four clusters. For example, "obsessive use" clusters of each device have similarities in the time spent respectively; a high percentage of respondents spend a long time using their device, while gender and age groups were different. Smartphone's "obsessive use" cluster consisted of a higher percentage of young adults than other clusters, PC's consisted of a higher rate of elderly males than others, and TV's consisted of a higher percentage of elderly people than others. This study contributes important insights for future comparisons of features among ICT devices.
Authors:
Seiya Kojima, NTT DOCOMO, Inc., Japan
Setsuko Kondo, NTT DOCOMO, Inc., Japan
Fumio Kira, NTT DOCOMO, Inc., Japan
Hiroshi Akuto, University of Tokyo, Japan
About the Presenter(s)
Mr Seiya Kojima is a Business Employee at NTT DOCOMO, INC. in Japan
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