Served as Social Actors or Instrumental Role? Understanding the Usage of Smart Product from the Dual Processing Perspective

Authors

Jinqiang Wang, Huazhong University of Sicence and TechnologyFollow
Yinping Li, Huazhong University of Science and TechnologyFollow
Jingwen Liu, Huazhong University of Science and TechnologyFollow

Abstract

Based on the Dual processing theory, this study proposes that customers form their decision of smart products usage through two paths of: emotional and functional, at the same time. These paths are related to two types of behavior modes: affect-oriented which reflects the emotional or psychological demands we need, and the task-oriented which reflects essential needs for us to make use of these products. The behavior modes, represented by anthropomorphism cues and functional cues respectively, influence different kinds of trust, affect-based and cognition-based, and then determine the usage of smart products. The results will be examine through data collection in the near future. And we hope that the results could unravel several important findings and bring some managerial implications for manufacturers to improve their products.

Recommended Citation

Wang, Jinqiang; Li, Yinping; and Liu, Jingwen, "Served as Social Actors or Instrumental Role? Understanding the Usage of Smart Product from the Dual Processing Perspective" (2019). PACIS 2019 Proceedings. 109.
https://aisel.aisnet.org/pacis2019/109