THE IMPLICATION OF CONSUMER KNOWLEDGE OF TECHNOLOGY, DEMOGRAPHICS AND OTHER TECHNOLOGICAL FACTORS AFFECTING CONSUMER BEHAVIOR: EMPIRICAL EVIDENCE FROM U.S. AND INDIAN CONSUMERS

摘要

A variety of studies have examined consumer adoption of technology, as well as consumer knowledge of technology. One of the goals of this study is to identify the demographic characteristics of U.S. and Indian consumers which have an effect on their technological knowledge and behavior. The youngest consumers, as revealed from this study, have more knowledge of technology. American male consumers demonstrate more knowledge of technology than Indian male consumers. However, the study discovers that the younger and less educated Indian consumers have a higher knowledge of technology. Our results show that the underlying technology and benefits of a product are directly correlated to consumer technological knowledge in both countries. Our findings suggest that consumers tend to lean more towards the benefits of technology rather than a physical appearance of the product.