Information Acceleration Effects on New Product Purchase Intention: The Case of Blu-Ray DVD Recorders
- Otago University
- Publication Type:
- Conference Proceeding
- Proceedings of 2007 Australian and New Zealand Marketing Academy Conference, 2007, pp. 1 - 8
- Issue Date:
The availability of relevant information is an important factor when customers are evaluating the purchase of a new technology. Information can be obtained from a range of sources, with varying levels of trustworthiness. This paper presents some findings regarding how different media are perceived and the effect of media exposure on purchase intent in the DVD recorder category. In an online survey regarding consumer preferences for DVD recorders respondents were exposed to different media with information either supporting the new Blu-ray or HDDVD disc technology. The paper presents results regarding the effects of this implementation of Information Acceleration (IA) on purchase intention and media trust. It is found that consumers exposed to positive information about Blu-Ray are significantly more inclined to consider purchasing a recorder with Blu-Ray technology.
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