How to Justify Purchase of an iPad: Users of the Latest Launch


  • Emílio José Montero Arruda Filho Business Administration Graduate Program - PPAD University of Amazon - UNAMA
  • Rosa Maria Chaves Lima Business Administration Graduate Program - PPAD University of Amazon - UNAMA
  • Mark Michael Lennon Penn State University



iPad, netnography, hedonism, utilitarianism, justification, new products


Contemporary technology innovation is increasingly based on convergence and the multiple uses of products. This change is detailed in the literature about new product development, as well as that on systems integration. This article focuses on the factors that determine the justification for using advanced technology products in which the perceived value of the product is not based on its functionality, as much as on its hedonistic or social value as an “all-in-one” product. In this study, consumer behaviors toward the Apple iPad are analyzed using netnographic evidence taken from internet postings by the consumers themselves. Since Apple initially marketed the iPad as a revolutionary product, with integrated services and features, our analysis concentrates on how consumers perceived these new, innovative features, in an effort to justify their purchase of the product. Our findings indicate that consumers’ justifications are based not only on the iPad’s functionality, but also its hedonic traits, and its similarity to the previously released innovative product, the iPhone.


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Author Biographies

Emílio José Montero Arruda Filho, Business Administration Graduate Program - PPAD University of Amazon - UNAMA

Dr. Emilio J.M. Arruda-Filho was awarded his Ph.D. in marketing and e-commerce from the University of Bergamo, Italy in March 2009 where he researched issues on telecommunications convergence usage. He has published and presented widely in the areas of hedonic versus utilitarian consumer values in mobile telecommunications, including articles in International Journal of Technology Marketing, International Journal of Information Management, and International Journal of Management and Network Economics. In 2007 and 2008 he was a visiting researcher at the Research Institute for Telecommunications and Information Marketing at the University of Rhode Island, Kingston RI. Currently he is an Associate Professor at the University of Amazon – UNAMA in Brazil.

Rosa Maria Chaves Lima, Business Administration Graduate Program - PPAD University of Amazon - UNAMA

MSc Rosa Maria Chaves Lima is part of the Technology Marketing Research Group (MKTt) since August 2009 until now. He obtained his bachelor (2010) and master degree (2012) in Business administration from the University of Amazon (UNAMA) in the north of Brazil. His research interest is based on technology products, ecommerce usage and preference, hedonism and utilitarianism as decision factor for new purchases and social values involved in high-technology products.

Mark Michael Lennon, Penn State University

Dr. Mark M. Lennon was awarded his Ph.D. in Strategy and International Business from the University of Rhode Island, Kingston RI in December 2008. He published by LAP Lambert Academic Publishing, his dissertation “Monetizing Mobile: Factors Influencing Development of Mobile Commerce in Korea, China, Japan” examines the top six mobile telecommunications companies in East Asia. Using qualitative research methodology, he conducted an extensive series of interviews in English and Asian languages with corporate officers, government officials, academics and end users, and developed a framework the reasons for success (or failure) of mobile commerce business models in these three regions. Currently he is in the Business and Engineering Division at the Penn State University – USA.


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How to Cite

Arruda Filho, E. J. M., Lima, R. M. C., & Lennon, M. M. (2014). How to Justify Purchase of an iPad: Users of the Latest Launch. Journal of Technology Management & Innovation, 9(3), 106–119.



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