A ADOÇÃO DE INOVAÇÕES EM PRODUTOS DE ALTA TECNOLOGIA POR JOVENS: O CASO DO TELEFONE CELULAR

The purpose of this research is to analyze how the introduction of new features, normally considered complex,affects the consumer’s adoption of high tech products. To do so, the relationship among consumer’s personalcharacteristics, perceived characteristics, and personal influence, mediated by the decision difficulty, werevalued. A quantitative survey was conducted with 303 undergraduates, owners of cell phones. The resultsindicate that the dependent variables analyzed had little or no influence in the adoption of new generation cellphones. The mediating decision difficulty variable had a weak influence in the adoption of cell phonesinnovations.