IT product trial is an important method to promote consumers’ attitude toward IT product. Affect is one of the most essential factors and components in determining consumers’ attitude. However, previous studies pay more attention to the affective response to trial, which measure the holistic feeling about product trial experience. Affect in product trial is complex and multipartite that different parts may have different influence on consumers’ attitude. Therefore, we build the Affective Response Framework to divide consumers’ affect into affective response to product, affective response to behaviour, and affective response to environment. And then we analyse the relationship between three components of affective response and consumers’ attitude. In order to test the hypothesis, we launch a field study of new IT product trial (an electroencephalogram product) among 205 college students. Results reveal that affective response to product and behaviour have positive influence on attitude toward product; affective response to behaviour and environment have positive influence on attitude toward trial.
Sun, Kai; Zuo, Meiyun; and Kong, Dong, "WHAT AND HOW AFFECT INFLUENCE THE CONSEQUENCE OF PRODUCT TRIAL" (2016). PACIS 2016 Proceedings. 280.