This study analyses whether the perceived risk of purchasing technological products is less influential on the process of technological adoption when this effect is moderated by the product's multifunctional category (hedonic vs. utilitarian product characteristics). Four experiments were developed according to scenarios related to the multifunctional content (level of complexity according to the product category) of the technology and the number of functionalities in the products. The perception of risk has less effect on adoption when the product characteristics are manipulated to be more utilitarian or heighten the consumer's social value. This study contributes to the theoretical understanding of which categories are less influenced by the perceived multifunctional risk of purchasing and adopting a new technology, as well as of when individual values overlap with consumers' risk perceptions. It also contributes managerially by identifying the profile of individuals who are more likely to consume innovations characterized by high complexity and functionality, and by providing guidance for the development of innovative products that prioritize utilitarian, rather than hedonic, characteristics.

中文翻译：

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采用创新技术产品的多功能风险

本研究分析了当这种影响被产品的多功能类别（享乐与实用产品特征）调节时，购买技术产品的感知风险是否对技术采用过程的影响较小。根据与技术的多功能内容（根据产品类别的复杂程度）和产品中的功能数量相关的场景，开发了四个实验。当产品特性被操纵为更实用或提高消费者的社会价值时，风险感知对采用的影响较小。这项研究有助于从理论上理解哪些类别受购买和采用新技术的感知多功能风险的影响较小，以及个人价值观何时与消费者的风险认知重叠。它还通过识别更有可能消费以高度复杂性和功能性为特征的创新的个人概况，并通过为优先考虑功利而非享乐特征的创新产品的开发提供指导，在管理上做出贡献。