Abstract:
Improving the product development processes is gaining importance as the competitive business environment creates this need. "Customer" becomes the main focus in the new product development area and customer desires take the first place in this matter. To coordinate product development processes, companies increase collaboration, and support decision making between the customers and the firm. This study aims to understand & characterize potential users of a software product-which is email systems- through idea sharing of users and to create a new product concept through developing the common features that users prefer most. During this product conceptualization stage, the customer ideas are included through a questionnaire study. The questionnaire has been prepared after some pre-studies; a focus study and pre-tests. The sample has been selected especially through innovative customers with lead-user characteristics. With this questionnaire, the target users and which functions and features theygive priority are investigated. The existing e-mail systems they use and their "ideal" e-mail system are compared. During this study, a new theory of TACVAS is generated from TAM, TRA, TPB and Meanend Chain models. Also hypotheses were created in order to understand the relationships between the characteristics of e-mails and they were tested by regression analyses. Accordingto the results, the effect of TAM variables of Ease of Use and Usefulness on the values of mean-end chain theory have been verified. Moreover, the effect of some characteristics like user interface, security, speed, flexibility and reachability on the values have also beenproved.
