Accelerated Technology Adoption by Consumers During the COVID-19 Pandemic

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aut.relation.journalJournal of Textile Science & Fashion Technologyen_NZ
aut.researcherDe Villiers, Rouxelle
dc.contributor.authorDe Villiers, Ren_NZ
dc.date.accessioned2020-11-23T02:05:20Z
dc.date.available2020-11-23T02:05:20Z
dc.date.copyright2020en_NZ
dc.date.issued2020en_NZ
dc.description.abstractCrisis-driven accelerated technology adoption (CATA) resulting from the COVID-19 pandemic requires marketers and retailers to revisit the marketing playbook and adjust strategies to accommodate rapid changes. From a case-based analysis of three industries, a model of six customercentric and three internal-facing corporate strategies can be derived. This new CATA model can assist manufacturers and retailers to consider strategies and tactics to artificially improve or accelerate the adoption of inventions and innovations by the majority of consumers, before competitors achieve a foothold or can enter the marketplace with their own alternatives, allowing first move advantage for a longer time or a higher share of market. The model provides an agenda for future research into CATA. Crisis-driven accelerated technology adoption (CATA) resulting from the COVID-19 pandemic requires marketers and retailers to revisit the marketing playbook and adjust strategies to accommodate rapid changes. A speedy story: Before COVID-19, my 84-year old mother swore never to have a mobile phone and added “if you want to talk to me, phone me… if you want to see me, come visit me”. As soon as lockdowns and travel bans were put in place, she bought a top-end mobile device and now estimates she spends “half her day” on Zoom, on WhatsApp or browsing the internet. How did this major mind-shift happen? CATA!
dc.identifier.citationJournal of Textile Science & Fashion Technology, Volume 6 (5)
dc.identifier.doi10.33552/JTSFT.202.06.000646en_NZ
dc.identifier.issn2641-192Xen_NZ
dc.identifier.urihttps://hdl.handle.net/10292/13814
dc.publisherIris Publishers
dc.relation.urihttps://irispublishers.com/jtsft/volume6-issue5.php
dc.rightsCopyright © All rights are reserved by Rouxelle de Villiers. This work is licensed under Creative Commons Attribution 4.0 License JTSFT.MS.ID.000647.
dc.rights.accessrightsOpenAccessen_NZ
dc.subjectConsumer decision-making; Imitators, Innovators; Insteads; Inventors
dc.titleAccelerated Technology Adoption by Consumers During the COVID-19 Pandemicen_NZ
dc.typeJournal Article
pubs.elements-id394661
pubs.organisational-data/AUT
pubs.organisational-data/AUT/Business, Economics & Law
pubs.organisational-data/AUT/Business, Economics & Law/CBIS
pubs.organisational-data/AUT/Business, Economics & Law/Marketing
pubs.organisational-data/AUT/Business, Economics & Law/Marketing/Marketing PBRF 2012
pubs.organisational-data/AUT/Faculty of Business, Economics and Law
pubs.organisational-data/AUT/PBRF
pubs.organisational-data/AUT/PBRF/PBRF Business Economics and Law
pubs.organisational-data/AUT/PBRF/PBRF Business Economics and Law/Faculty Review Team PBRF 2018
pubs.organisational-data/AUT/PBRF/PBRF Business Economics and Law/Marketing, Advertising, Retailing and Sales Department PBRF 2018
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