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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.

Keywords

adoption diffusion iPad smartphone tablet

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Understanding Tablet Consumers

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