Consumer reactions to technological attributes in product design: A technology acceptance model perspective

Abstract

This study aims firstly to determine the differences in effects between perceived usefulness and ease of use, attitude, and behavioral intention towards a product. The focus will be on the use of a technological attribute in product design in the frame of the technology acceptance model. Secondly, this study aims to examine whether or not these effects differ according to product type. Four different questionnaire forms were designed using the scenario technique and experimental design. The research data were collected from 504 people by a face-to-face survey method. The data were subjected to MANOVA and Multiple Group Structural Equation Modeling. As a result of this research, it was found that the effects among the variables within the technology acceptance model were significant. When the obtained model is evaluated according to the product design and product type, it is concluded that the model differs in the case of using a technological attribute in product design, but does not differ according to product type, and the model was valid for all product types.