Abstract

This study examines consumer perceptions toward the increasing number of luxurious high-tech products (LHTPs) on the market. LHTPs have two distinctly different natures of technology and luxury elements as that a luxury good suggests long-term and eternal use when the high-tech product implies quick obsolescence. However, currently, no theoretical framework exists for predicting the purchase intention of such products. Thus, this work integrates the technology acceptance model (TAM) and the brand luxury index (BLI) as a research framework. An online survey (N = 318) of three real-world LHTPs was conducted to test the research hypotheses. Results show that two variables (usefulness and ease of use) from the TAM and two variables (hedonism and extended self) from the BLI are positively associated with purchase intentions. In addition, the positive effect of ease of use on purchase intention can be enhanced when participants perceive high hedonism. The findings indicate the main and moderating effects of luxury perceptions when applied to LHTPs, which encourage high-tech product designers to include the luxury attributes in their designs.

摘要

本研究调查了消费者对市场上越来越多的豪华高科技产品 (LHTP) 的看法。LHTP 具有技术和奢侈品元素两种截然不同的性质，奢侈品意味着长期和永恒的使用，而高科技产品意味着快速过时。然而，目前尚无预测此类产品购买意愿的理论框架。因此，这项工作整合了技术接受模型（TAM）和品牌奢侈品指数（BLI）作为研究框架。在线调查（N = 318) 三个真实世界的 LHTP 进行了测试研究假设。结果表明，来自 TAM 的两个变量（有用性和易用性）和来自 BLI 的两个变量（享乐主义和扩展自我）与购买意愿正相关。此外，当参与者感知到高享乐主义时，易用性对购买意愿的积极影响会增强。研究结果表明，当应用于 LHTP 时，奢侈品感知的主要和调节作用，这鼓励高科技产品设计师在他们的设计中包含奢侈品属性。