Contemporary technology innovation is increasingly based on convergence and the multiple uses of products. This change is detailed in the literature about new product development, as well as that on systems integration. This article focuses on the factors that determine the justification for using advanced technology products in which the perceived value of the product is not based on its functionality, as much as on its hedonistic or social value as an "all-in-one" product. In this study, consumer behaviors toward the Apple iPad are analyzed using netnographic evidence taken from internet postings by the consumers themselves. Since Apple initially marketed the iPad as a revolutionary product, with integrated services and features, our analysis concentrates on how consumers perceived these new, innovative features, in an effort to justify their purchase of the product. Our findings indicate that consumers' justifications are based not only on the iPad's functionality, but also its hedonic traits, and its similarity to the previously released innovative product, the iPhone.

A rápida atualização tecnológica atrai o desenvolvimento de novos produtos no mercado, convergindo para múltiplos usos e acessos, o qual vem sendo apresentados na literatura de new productsdevelopment e systems integration. Dado o confronto destas duas literaturas, esta pesquisa posiciona seu foco de estudo para os fatores determinantes na preferência do consumo de lançamentos de produtos altamente tecnológicos, onde a utilidade hedônica / social dos produtos all-in-one(tudo em um só) tem prioridade sobre os fatores utilitários. O objetivo do trabalho é avaliar quais fatores influenciam a preferência do consumo de alta tecnologia, utilizando como objeto da pesquisa o tablet da Apple (iPad), para identificar como a decisão de uso é construída. Neste artigo realizou-se um estudo netnográfico sobre o comportamento de consumo do iPad, interpretando suas necessidades através de experiências descritas em sites norte americanos de discussão do produto, o qual apresenta comentários sobre o processo de escolha, preferência e uso. Estes sites são utilizados para coleta dos dados textuais que são codificados, interpretados e apresentados sobre a forma descrição de uso dos consumidores atuais e pretensos consumidores do objeto analisado.

Fast technological upgrading attracts the development of new productsin the market, converging into multiples uses and accesses, which hasbeen presentedin the literature of new product development and systems integration. Due to their confront, this research places its study focus on the determinants of consumer preference for high technology product launch. The hedonic / social utility of the all-in-one products has a priority in utilitarian factors. The main objective of this work is to evaluate which factors influence the consumer preference of high technology users, using the Apple's tablet (iPad) as a research object to identify how its use decision is made. In this article, anetnographic study was carried out about theiPadconsumer behavior, interpreting their needs through their experiences described in American websites for the discussion of the product. These sites present comments about the process of choice, preference and useof theiPad. The websites havealso been used to collect the textual database which is coded, interpreted and presented through the description of how current and potential consumers use the analyzed product.