Measuring value of computers, familiarity, and involvement : a study among Asian and Australian university students

Abstract

Since university students are a lucrative and salient market for computers it is necessary that marketers better understand this population and the cognitive constructs at play if they are to target them successfully. This study considers the constructs of value, familiarity, and involvement among Asian and Australian university students. The literature for these constructs is reviewed, instruments are identified and research is carried out among students at an Australian business school with a large Asian student population. Results show no differences on the focal constructs between Asian and Australian students but significant differences on the basis of gender. The interrelations among the constructs are also explored and results are reported. Conclusions and implication for management are drawn, limitations are noted and directions for future research are outlines.