文章基本信息

标题：Product Smartness and Use-Diffusion of Smart Products: The Mediating Roles of Consumption Values
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作者：Hyun Jung Park ; Hyung Seok Lee
期刊名称：Asian Social Science
印刷版ISSN：1911-2017
电子版ISSN：1911-2025
出版年度：2014
卷号：10
期号：3
页码：54
DOI：10.5539/ass.v10n3p54
出版社：Canadian Center of Science and Education
摘要：This study proposes and tests the antecedent effects of product smartness on the consumption values using smart phones. The study also examines the relationship between consumers’ value perception and use-diffusion. Results show that the six smartness dimensions have different impacts on each of the values. Multifunctionality and adaptability are the primary antecedents of functional value perception. Reactivity, humanlike interaction, multifunctionality and adaptability are positively related to perceived emotional value. Both functional and emotional values reinforce higher usage behavior as well as new usage behavior, thereby broadening the applicability of the technology. Consumption values mediate the relationships between some product smartness dimensions and the usage rate. Results also suggest that the smartness features that act as the primary drivers for intense usage are not the same features that drive the decision to use the product in various ways. The findings support the use of differentiated marketing strategies for the use-diffusion of each smart product.