Purpose

The purpose of this study is to employ a user-centered approach to identify subgroups of people with similar profiles based on their perceptions of multiple dimensions of digital products' coolness and to test the differences across subgroups in the intention to use these products.

Design/methodology/approach

In Study 1, 1,161 adults rated a virtual digital product on four dimensions of coolness. In Study 2, 660 college students made similar ratings and also reported their intention to use a real digital product. Participants' ratings were analyzed using a user-centered approach, namely latent profile analysis.

Findings

Study 1 identified groups of participants who had similar profiles of product ratings on the four dimensions of coolness: niche cool, mass cool, uncertain cool and uncool. Study 2 replicated the findings of Study 1 and in addition showed that these groups varied in their intention to use the product and in whether a specific dimension increased or decreased this intention.

Research limitations/implications

The cross-sectional data preclude inferences about causality, calling for experimental or longitudinal research. Additionally, future research should explore whether the results generalize to other product categories and other age groups.

Practical implications

Managers should design digital products, segment the market and develop flexible strategies based on combined responses to dimensions of coolness perception.

Originality/value

The present research employed a user-centered approach to identify groups of people who share similar patterns of coolness perception. This study provides new insight that was not available in variable-centered research.

中文翻译：

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用户酷感与数字产品使用意愿的关系：以用户为中心的方法

目的

本研究的目的是采用以用户为中心的方法，根据他们对数字产品酷炫的多个维度的感知来识别具有相似特征的人群，并测试这些人群在使用这些产品的意图上的差异。

设计/方法/方法

在研究 1 中，1,161 名成年人从四个维度对虚拟数字产品进行了评价。在研究 2 中，660 名大学生给出了类似的评分，并报告了他们使用真实数字产品的意图。参与者的评分使用以用户为中心的方法进行分析，即潜在配置文件分析。

发现

研究 1 确定了在酷的四个维度上对产品评级具有相似特征的参与者组：小众酷、大众酷、不确定酷和不酷。研究 2 复制了研究 1 的结果，此外还表明这些群体在使用产品的意图以及特定维度是增加还是减少了这种意图方面各不相同。

研究限制/影响

横截面数据排除了因果关系的推断，需要进行实验或纵向研究。此外，未来的研究应探讨结果是否适用于其他产品类别和其他年龄组。

实际影响

管理者应该设计数字产品，细分市场并根据对凉爽感知维度的综合反应制定灵活的策略。

原创性/价值

本研究采用以用户为中心的方法来识别具有相似凉爽感知模式的人群。这项研究提供了以变量为中心的研究所没有的新见解。