Vera Waldschmidt analysiert am Beispiel digitaler Konvergenzprodukte und 'Wearable Electronics', welche Faktoren die akzeptanzrelevanten kognitiven Vorgänge bei der Wahrnehmung von Verschmelzungsprodukten beeinflussen und wie diese gestaltet werden sollten, damit Konsumenten den hybriden...

The existing research on the behavior of user innovators has focused almost exclusively on younger users. In light of the demographic shift and the increasing importance of the "Silver Market" segment (customers 55 years plus), we analyzed whether important determinants of user innovator...

As social influence plays a key role in the diffusion of new product, a customer's value goes beyond her own product purchase. Building on the two-segment Influential-Imitator asymmetric influence model by Van den Bulte and Joshi (2007), our model posits that a customer's value (CV) comes...