From cyber to cyborg : The influence of motivation and personality traits on the merging of consumer and technology
Data(s) |
28/11/2011
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Resumo |
As technology extends further into consumer daily lives, consumers develop significant relationships with their technology, particularly mobile devices. This conceptual paper aims to investigate the merging of consumers and their technology, termed the cyborg consumer, which has been previously overlooked in the marketing literature. More specifically, this investigation extends the marketing theories of consumer psychological motivation and ersonality traits in examining the influence of these elements on cyborg consumer behaviour, such as intensive consumption of technology and construction of an important part of the self on the Internet. A conceptual framework of the cyborg consumer is presented, which will help marketers to better understand how consumers’ relationships with technology are changing and how marketing practices can be better targeted to the cyborg consumers. |
Formato |
application/pdf |
Identificador | |
Publicador |
Australia & New Zealand Marketing Academy |
Relação |
http://eprints.qut.edu.au/48683/1/ANZMAC_2011.pdf http://anzmac2011.com.au/ Wiyanto, Tifani, Luck, Edwina M., & Mathews, Shane W. (2011) From cyber to cyborg : The influence of motivation and personality traits on the merging of consumer and technology. In Marketing in the Age of Consumerism : Jekyll or Hyde?, Australia & New Zealand Marketing Academy , Perth, Australia. |
Direitos |
Copyright 2011 please consult authors |
Fonte |
QUT Business School; School of Advertising, Marketing & Public Relations |
Palavras-Chave | #150501 Consumer-Oriented Product or Service Development #Cyborg consumer #consumer behaviour #motivation #personality traits |
Tipo |
Conference Paper |