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.
Consumer Behavior; Hedonism; Utilitarianism; Technology Convergence; Netnography
