Perceptions of hedonic and utilitarian values in consumer choice based on use and future adoption of technological products and innovations

Abstract

This work studies the usability, acceptance and adoption of technological products which consumers choose for their hedonic value but which are justified by such consumers on utilitarian grounds. The principal objective of this article is to discuss the behaviour of users of netbooks for didactic purposes. In order to analyse this behaviour which in this case is concerned with the usage and value perceptions that define consumer preferences, a 'netnographic' analytic method is used, which, similar to an ethnographic approach, examines the behaviour of individuals through a (written) description of the needs and values of virtual communities and cyberculture. The authors argue that the utilitarian value of the product is not key in its position and acceptance in the market; when the product presents ambiguous values (both utilitarian and hedonic), consumers tend to base their preference on the product's hedonic values. It is also argued that technological products link satisfaction to social status, creating differentiation through the level of actualisation of the users' products and a utilitarian preference for integrated products, given practical applications of these integrated features.