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Beyond the hype: A study of non-user perspectives
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Information Systems.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Information Systems.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Today's rapid technological development in relation with social networks create efficient information flows in everyday life. It creates conditions for so-called "hypes" that are described as an exponentially growing trend of testing a new product. What factors lies behind a hype and how does it affect people that choose to refrain from new technology?

 

The purpose of this paper is to study the so called non-users, with a case study that concerns the Pokémon GO game and its hype in the summer of 2016. This case study has the intention to highlight the positive and negative aspects of non-users and other thoughts about hype. The study also intends to investigate what the non-users can contribute in technological development and if it's possible to distinguish between users and non-users in today's society.

 

The case study has been carried out on the basis of two group interviews; a group that abstained from playing and a group that played Pokémon GO during the hype. A number of issues are discussed and linked against a theoretical framework which also has been used in the analysis in this paper. Based on the results of the case study it appears that nostalgia was a major factor in the hype, many had prior knowledge of the concept and was triggered by it. Nostalgia was also a factor that lead people to refrain from the hype. The game did not meet up to everyone’s expectations regarding the functionality which existed earlier in Pokémon but not now.  It also emerged that the social environment affects both users and non-users in several ways. The investigation of the case study showed that non-users often had to wait for players due to different reasons. This could be while on walks with the player or that users could completely block roads. To be able completely separating non-users and users is complex as the real world is used as the platform of the game. Both previous studies and this paper demonstrates how important it can be to understand non-users. They have the opportunity to present an overall perspective of a product that users might condone. In summary, the future will become more complex in the area, especially with new technologies that make the real world a game field.

Place, publisher, year, edition, pages
2017.
Keyword [en]
Non-use, User, Hype, Nostalgia, Addiction, Technology, Pokémon GO, Augmented Reality
National Category
Human Computer Interaction Information Systems, Social aspects
Identifiers
URN: urn:nbn:se:uu:diva-315365OAI: oai:DiVA.org:uu-315365DiVA, id: diva2:1074026
Subject / course
Information Systems
Educational program
Bachelor programme in Information Systems
Supervisors
Available from: 2017-02-14 Created: 2017-02-14 Last updated: 2018-01-13Bibliographically approved

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