Characteristics, motivation and factors influencing tablet computer early adopters and early majority

Abstract

The integration of the popular innovation diffusion theory and the recent tablet computers adoption process has not yet been covered in an academic study. This research aims to provide insight into the characteristics and motivations of two tablet computer consumer segments among business students in UK: early adopters and early majority. It also investigates the factors influencing their behaviour in order to gain understanding how the chasm between these segments can be overcome. This article used interpretivism as a research paradigm and induction as a research approach. It utilised theoretical analysis of the characteristics, motivation and factors influencing tablet computer of early adopters and early majority. The research was designed as an exploratory case study with elements of descriptive research, whilst the data were collected through desk research and in-depth interviews. The findings show that early adopters carry the traits of 'experiencers' and 'innovators', whereas early majority possesses the traits of 'strivers' and 'achievers' according to VALS TM classification.