A Netnographic Study on Paradoxical Tensions Experienced by Consumers
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2022-07-08
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en
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This Master thesis explores consumer behaviour after the adoption of mHealth apps, in particular activity trackers. By applying the technology paradox concept introduced by Mick and Fournier (1998), insights concerning tensions experienced by mHealth users are provided. Relevant literature functions as the theoretical foundation of this study. Empirical data collected through the novel methods of text mining and netnography enabled answering the two folded research question. In total, 574 social media posts were analysed, stemming from three activity tracker-oriented online communities. As a result, ten paradoxes have been identified among the user experiences. These paradoxes are motivating/ demotivating, confirmation/ disconfirmation, new/ obsolete, integration/ disintegration, self-control/ external-control, fulfil/ create needs, efficiency/ inefficiency, individual/ community, competence/ incompetence and inaccuracy tolerance/ intolerance. These paradoxes often elicit negative feelings in the consumer. To manage the experience of these paradoxes, users applied five different coping strategies, (emotionally) distancing, ignoring, abandonment, adjusting and upgrading. This study reveals relations between several paradoxical tensions and coping strategies.
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Faculteit der Managementwetenschappen