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http://dx.doi.org/10.5392/JKCA.2015.15.04.454

A Study on the Influence of Product Attributes of Smart Device on User Acceptance: Mediating Effect of Utilitarian and Hedonic Motivation  

Yi, Ho-Taek (계명대학교 경영학과)
Huh, Jong-Ho (서울여자대학교 경영학과)
Jung, Ji-Bum (정보통신기술진흥센터)
Kim, Kyung-Ho (계명대학교 경영학과)
Publication Information
The Journal of the Korea Contents Association / v.15, no.4, 2015 , pp. 454-468 More about this Journal
Abstract
The purpose of this study is to investigate the relationship between product attributes of smart device and user acceptance of technology. Moreover, the authors examined mediating effect of utilitarian and hedonic motivation between product attributes and user acceptance. Previous researches focused on user attitude and behavior intention of new technology based on Technology Acceptance Model(TAM). However, differently from previous researches, which are focused on user attitude like perceived usefulness and perceived ease of use, this research emphasized the relationship product attributes such as product functionality, design, and convenience and user motivation both utilitarian(effort expectancy and performance expectancy) and hedonic motivation(perceived enjoyment) according to UTAUT model. The results shows that 3 motivation variables(effort expectancy, performance expectancy, and perceived enjoyment) have positive impacts on user acceptance intention of smart device. product design has positive relationship to perceived enjoyment and product convenience has positive relationship to both effort and performance expectancy. Furthermore, 3 motivation variables play a full mediation between product attributes and user acceptance intention of new technology. However, product functionality has no relationship to both effort and performance expectancy. Research contribution, implications, and further research directions are discussed at the end of the paper.
Keywords
UTAUT; Effort/Performance Expectancy; Perceived Enjoyment; Product Attributes;
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