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EMAC 2019 Annual Conference


How product intelligence and brand affect consumption value and intended usage: Evidence from a smart washing machine
(A2019-9749)

Published: May 28, 2019

AUTHORS

Maria Kaldewei, Bielefeld University; Christian Stummer, Bielefeld University

KEYWORDS

smart product; consumption value; brand effect

ABSTRACT

Technological progress has paved the path to the market introduction of numerous smart products. In our research, we investigate which smartness dimensions increase the consumption values of a consumer product and how these consumption values impact product usage. Moreover, we study whether strong brands foster positive attitudes towards smart products. Our analysis uses data from an online survey with participants from Germany who answered questions with respect to a consumer product with a moderate level of smartness, namely, a smart washing machine. Results show that each of the investigated smartness dimensions increases at least one, but not necessarily all, of the consumption values. Furthermore, emotional value turns out to be a major driver of product usage. As expected, strong brand recognition has a positive effect on perceived smartness of the washing machine. With respect to consumption values and product usage, however, we only found a brand effect for functional value.