Academic journal article Journal of Theoretical and Applied Electronic Commerce Research

Effects of Product Smartness on Satisfaction: Focused on the Perceived Characteristics of Smartphones

Academic journal article Journal of Theoretical and Applied Electronic Commerce Research

Effects of Product Smartness on Satisfaction: Focused on the Perceived Characteristics of Smartphones

Article excerpt

1 Introduction

The application of information technology and software is changing the nature of consumer products today. In everyday life, consumers encounter an increasing number of smart products. These products are smartphones, robotic vacuum cleaners, smart cars, smart IPTV (Internet Protocol Televisions, home network services and so on. Users' interactions with smart products provide a fascinating possibility of easing everyday work [46]. For instance, smart navigation devices can give a turn-by-turn direction for selected routes, and smart devices attached to sign posts can guide blind people in unknown environments through wireless headsets [8].

Changes in these products are inevitably affecting the attitudes and behaviors of consumers. Consumers with an experience with a smart product have a stronger purchasing motivation for smart products and have a desire to replace human intelligence and effort with that of machines [28]. However, research on smart products can mainly be found within the field of industrial engineering. The ergonomics literature addressing product smartness pays attention to the importance of user interface and design [19], [15]. In this paper, the authors try to define the theoretical concept of a smart product and understand the relationship between product smartness and consumer attitude.

This study verifies the determinants of perceived product smartness and consumer satisfaction in relation to the use of smart products. This study also applies a five-dimension model of smart products to illustrate how product smartness is constructed. This study posits that consumer innovativeness is a control variable in the relationship between perceived product smartness and consumer satisfaction. In terms of consumer attitude related to smart product, this study focuses on perception transfer from perceived product smartness to product satisfaction. The first objective of this research is to identify characteristics of smart product affecting consumer's perception and satisfaction using a smartphone as a focal product. This research also investigates the effects of consumer innovativeness in addition to the effects of perceived product smartness on customer satisfaction. In order to achieve these research objectives, this study conducts surveys on smart product users and adopts SEM (structural equation modeling) method for empirical analysis.

The key contribution of this study will be to understand the major role of product smartness in affecting consumer attitude. The authors expect the results of this study to identify critical factors that should be considered in the product planning and marketing of future products in a high technology product context such as a smartphone, home appliance, or other smart services. The rest of the paper is constructed as follows: This paper introduces interdisciplinary prior studies about product smartness and its relationship with consumers. Then, the authors present the hypotheses and research model and suggest the research methodology, followed by empirical analysis results. The paper concludes with a discussion of the research implications of its findings and further research directions.

2 Theoretical Background

In this chapter, we review the previous literature studies and examine the concept and characteristics of smart product to establish hypotheses.

2.1Concept of Smart Product

A product with human like intelligence is commonly known as a smart product. Meyer, Framling and Holmstrom [32] describe the concept of an intelligent/smart product. They explain the difference of intelligent products from other similar concepts such as ubiquitous computing, pervasive computing, ambient intelligence, and internet of things, which focus on more connectivity and information exchange. In their study, the factors of intelligent products include reactiveness and capability of autonomous adaptation.

However, it is not easy to find a generally accepted definition of smart products in the literature [19]. …

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