Technology-driven consumption: digital natives and immigrants in the context of multifunctional convergence

This study seeks to identify the characteristics of in-car technological devices featuring convergence, such as multimedia systems, that influence the intention of digital immigrant and digital native consumers to use current vehicles. Drawing on the concepts of ease of use, hedonic and utilitarian characteristics, social values, and identification with self, the perceptions of values in the two groups of users are analyzed. This study adopts a...