Significance of gender toward the adoption of high tech products and technophobia in Pakistan

Abstract

The use of technology in the consumer’s daily life has increased with the tremendous growth, but many consumers are still facing the feelings of fear toward the complex technology related products. Feelings of fear and anxiety often lead to the feeling of avoidance of hesitation toward the use of technology; in other words it is defined as technophobia. The main focus of this study is to uncover whether the gender gap in the adaptation of high technology consumer products and in the level of technophobia still exist in the this digital age or whether they have indeed changed over the period of time in the developing country like Pakistan. The findings of this study provide the insight into the gender differences in technophobia and technological purchase in Pakistan. The findings also assist the marketers. By understanding the differences in the attitude toward technology the marketers are better able to communicate and target the benefits of the technology that consumer can relate to and appreciate.