search query: @journal_id 1394 / total: 186
reference: 41 / 186
| Author: | Ziamou, P. (L.) |
| Title: | Commercializing new technologies: consumers' response to a new interface |
| Journal: | Journal of Product Innovation Management
2002 : SEP, VOL. 19:5, p. 365-374 |
| Index terms: | TECHNOLOGY TECHNOLOGICAL INNOVATION CONSUMERS ANALYTICAL REVIEW |
| Language: | eng |
| Abstract: | Successful commercialization of new technologies is the riskiest and most rewarding form of new product development activity. New technologies are often commercialized using innovative interfaces that determine how consumers interact with a new product to obtain its functionality. Consumers' perception of uncertainty about the performance of a novel interface is a key issue in the acceptance of new products involving new interfaces. Specifically, when firms commercialize a new interface, they face two major challenges: First to identify the optimal functionality for the new interface, and second, to effectively communicate with consumers in order to reduce uncertainty about the performance of the new interface and increase adoption intentions. |
SCIMA