Impact of high-technology products attributes on consumer's approach/avoidance behavior

Production and development process of high technology products has never been so turbulent. The rapid growth of technology and risk in global markets and growing Changes in customer's needs has encountered new product development teams with increasing pressures to reduce costs and production time cycle maintaining the quality and reliability. As a result, it is important for producers to produce high-technology products that meet customer needs. In this paper, we study the impact of high technology products attributes on consumer's approach/avoidance behavior. The statistical population of this study was the students of management faculties of state universities in Tehran. 391 questionnaires consist of multiple choice questions was distributed among individual sample. The data set was collected to evaluate the relationship between variables and their influence on each other using SPSS and Lisrel software. The results suggest that the high-technology products attributes have had the greatest impact on the pleasure. Consumers’ attitudes have the greatest impact on approach behavior, while arousal doesnt have significant relationship with approach behavior.