Consumer expectations regarding emerging technologies

作     者：Gleason, J.M. Ault, III, J.T. 

作者机构：Creighton University United States Department of Decision Sciences College of Business Administration Creighton University Omaha NE United States University of Missouri Kansas City MO United States Indiana University United States Texas Tech University United States University of Nebraska Omaha NE United States The Citadel United States Boston University Overseas Graduate Program United States Department of Industrial Engineering American University of Armenia Armenia University of California Berkeley CA United States Dept. of Sociology and Anthropology College of Arts and Sciences Creighton University Omaha NE United States University of Tulsa United States University of Nebraska Lincoln NE United States Creighton University Acad. Comp. and Institutional Res. United States Information Services Social Sciences Data Lab. 

出 版 物：《Bulletin of Science, Technology and Society》 (Bull Sci Technol Soc)

年 卷 期：2001年第21卷第2期

页      面：99-107页

核心收录：

摘      要：This article reports the results of marketing research that was undertaken as part of an information technology prototype development project. The project was devoted to the creation of a multimedia-based prototype system to provide timely and accurate information from government geographic information databases to government decision makers and the general public in an easy-to-use interactive visual format. The general public (i.e., private citizens, schools, and businesses - society in general) had to be able to access the product via broadband-to-the-home (-business/school) technology. Because of significant time and budget constraints, a satisficing approach to the marketing research was adopted. This approach led to the definition of several social categories of the general public whose opinions were thought to be critical to the commercial development of the prototype: (a) elementary and secondary education leaders (both technophiles and technophobes), (b) adults with a record as early adopters of information technologies, (c) adults with no previous interest in (or limited experience with) information technologies, and (d) high school students. Six focus groups were defined based on these social categories. The results of the marketing research devoted to information needs of the focus group participants are reported, and implications related to their expectations regarding emerging technologies are discussed. The research suggests that expectations in the portion of the market on which the success of the technologies depend are often inconsistent with the types of technologies that are being developed for that market.