RMIT UNIVERSITY
What drives the rapid upgrading
behaviour of consumers of
electronic products?
Thesis submitted in fulfillment of the requirement for the degree of
DOCTOR OF PHILOSOPHY
Simon Thornton (BA Hons)
11/28/2016
School of Economics, Finance and Marketing, College of
Business, RMIT University,
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DECLARATION
I certify that, except where due acknowledgement has been made, this thesis is the
original work of the author alone. The thesis has not been submitted previously, in
whole or part as qualification for any other academic award and ethical procedures
and guidelines have been followed. The content of this thesis is the result of work
carried out since the official commencement date by the awarding research
programme at RMIT University. Any editorial work, paid or unpaid, carried out by a
third party is acknowledged.
Simon Thornton
November, 2016
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ACKNOWLEDGEMENTS
This PhD is presented with sincere thanks to the many people who have helped me
reach this significant point in my life. Firstly, I would like to express my gratitude to all
the academic and support staff in the School of Economics, Finance and Marketing,
College of Business, RMIT University for their help and professional guidance along
the way.
Special acknowledgement goes to my two supervisors, Associate Professor Mike
Reid and Dr Foula Kopanidis. Put simply, Mike is a great bloke to know and to work
for. But, as an academic quite a remarkable man who possesses that rare ability to
impart and explain even complex academic practices and procedures with just the
required dose of reality. Foula, who first approached me about a PHD, has always
been the source of moral support and encouragement needed to keep pushing
through. To Mike and Foula, it has been a pleasure working with you on this thesis,
thanks for your advice, support, kind words but most of all your patience.
Further acknowledgement must also go to numerous other HDR candidates and
school colleagues for their support and assistance throughout the journey.
Gratitude also needs to be shown here to my parents. It is with much sadness that
my father, Phillip Thornton, a man who dedicated his life to teaching has not lived to
read this study; thankfully, his calm and humorous influences live on. To mum Jean
and sister Alison thanks for your support via Skype from thousands of miles away in
the UK.
Finally, the biggest hugs of all need to go to my wonderful clan here in Melbourne. To
my amazing wife Melinda, and children Isabelle and Tomas, you are my life and I can
now look forward to spending a little more time with you all.
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PUBLICATIONS
Thornton, S. A., Reid, M., Kopanidis, F., Z., (2015). What drives the rapid upgrading
behaviour of consumer electronic products?, Proceedings of 22nd Innovation Product
Development Management Conference (IPDMC). 14-16 June 2015, Copenhagen
Business School, in Denmark.
Thornton, S. A., Reid, M., Kopanidis, F., Z., (2016). Does a consumer’s disposition
propensity influence product upgrading behaviour? Proceedings of the Marketing in a
Post-Disciplinary Era: Australian and New Zealand Marketing Academy, (ANZMAC),
Conference. 5-7 Dec 2016, University of Canterbury, Christchurch, New Zealand.
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TABLE OF CONTENTS
DECLARATION 1
ACKNOWLEDGEMENTS 2
PUBLICATION 3
TABLE OF CONTENTS 4
LIST OF TABLES 11
LIST OF FIGURES 13
Abstract 14
CHAPTER 1: INTRODUCTION PAGE
1.0 Introduction to the research context 17
1.1 Background to the study 20
1.2 Objectives of the research and research problem 21
1.3 Significance of the research 23
1.3.1 The research areas to be explored 24
1.3.2 Innovation: Product adoption and diffusion of innovation 25
1.3.3 Next generation, product replacement, upgrading and
multiple generations 25
1.3.4 Innovativeness and consumer psychological factors 26
1.3.5 Vicarious innovativeness and vicarious adoption 26
1.3.6 Disposition considerations 27
1.4 Rationale for the research 28
1.5 Methodology 29
1.6 Definition of terms 30
1.7 Outline of the thesis 32
1.8 Theoretical approach to the thesis 33