Title

Understanding Tablet Consumers: Exploring the Factors That Affect Tablet and Dual Mobile Device Ownership

Document Type

Article

Publication Date

5-3-2016

Keywords

fsc2016

Abstract

This exploratory study surveyed 379 undergraduate students at a southeastern university to investigate the factors that contribute to the consumer ownership of tablets, iPads, and dual adoption of both a tablet and smartphone. It also examines the factors that may predict a consumer’s likelihood to own a tablet in the future, given their current status as a non-owner. The findings consistently demonstrate the importance of perceived tablet usefulness, microblogging social media usage, and computer commerce in affecting tablet, iPad, and dual mobile device ownership.

DOI

10.1177/1077699016644561