A conjoint analysis of attributes affecting the likelihood of technology use

Abstract

Products are a composition of multiple attributes and should be evaluated in full-profile also in research contexts. Research studies on the use of technological products which only assess the importance of individual attributes do not reflect real-life scenarios of multi-attribute judgments and miss out on information that only becomes apparent in relative terms. In order to study the predictive value and relative importance of six attributes (functionality, cognitive ergonomics, classical ergonomics, quality, aesthetics, and emotional involvement) with respect to the likelihood of use, the method of conjoint analysis was borrowed from consumer research. The study was conducted with 104 participants divided in two groups of low and high self-competence. Group differences were only revealed when attributes were considered jointly, but not in single ratings. An intuitive interface, easy handling, and emotional involvement were greater motivators for the low competence group. Methodological implications are discussed. © 2011 Springer-Verlag.