Factors influencing new product acceptance: a study on military context

Şimşek, Diler
Attitudes of users towards new Information Technology products have been the matters of consumer research studies. Factors that affect user behavior in terms of IT acceptance have been modeled by different researchers with an attempt to predict the actual usage. This study aims to analyze these factors and their significance in military context. One of the robust models, namely Unified Theory of Acceptance and Use of Technology (UTAUT) is used as the study model with required modifications in order to augment its compatibility. Therefore an exploratory survey study is conducted within the target user group of two rugged mobile computers with the participation of 37 Turkish sergeants. The study used both qualitative and quantitative instruments. The results showed that, for military products, users acceptance criteria mainly concentrate on the performance of the new product and its relative ease of use.


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Citation Formats
D. Şimşek, “Factors influencing new product acceptance: a study on military context,” M.S. - Master of Science, Middle East Technical University, 2008.