User-centered design: marketing implications from initial experience in technology supported products

摘要

In this paper we address the following questions: how initial interactive experience affects users adoption of hand held mobile phone devices? And what factors construct users initial experience? After providing insights from literature survey, we explore how various individual level factors affect the acquisition of the mobile product. We use interview and survey methods and present our preliminary results in this conference. Our preliminary conclusions indicate the need to develop new research methods and shift in research focus to better integration of information science and marketing and behavioral research modes. Several marketing implications especially for the sales force training and product design and packaging are drawn.