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Mona Mrad,Marzena Nieroda,Charles Cui,Michael Solomon 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
Innovation in technology has led to the growth of hybrid products, which demonstrate features of more than one product category (Rajagopal & Burnkrant, 2009). This trend is evident in the luxury market (e.g., the Tag Heuer Connected wearable, a hybrid of a luxury watch and a computing device. The combination of technology and luxury can pose challenges in the design and marketing of such devices. This could be a problem for new hybrid luxury products, which consumers typically evaluate in terms of symbolic meanings rather than functional utility. In this research we build on and contribute to the product design literature as we propose a model in which the characteristics of aesthetics, symbolism, functionality, monofunctionality (how many different tasks a product delivers on), and ergonomics are antecedents that drive usage intention for luxury hybrids, specifically wearables. First, we find that perceived ergonomics and perceived multi-functionality influence perceived overall functionality of wearables, which then has a positive effect on intention to use those products. Perceived aesthetics appears as an important characteristic for wearables, as mediation analysis shows it has an indirect effect on use intention, both through perceived symbolism and overall functionality of those hybrids. Such order of effects within product design characteristics has not been explored before and our findings yield implications for academics and practitioners.
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