Date: Wednesday, March 15, 2017
Time: 2:20-3:40 pm
Location: 8th floors, 833 meeting room TSMC Building
Presenter: Prof. Paul Hu from University of Utah
This study proposes a method to assist and guide effective designs of new technology products before market entry. We take a design science approach to examine a consumer’s choice among alternative technology product designs. The proposed method considers objective product features, contextual factors, and user perceptions for estimating consumer utilities. Conjoint experiments empirically validate this method, according to consumers’ choices of alternative mobile app designs. The analyses depict how people process product features and contextual factors to form perceptions, then make choices according to the resulting utilities. Overall, the proposed method can better predict consumer choice than benchmark models, as measured by the in-sample fit and the holdout prediction hit rate at both individual and aggregate levels. This study contributes to design science research by developing a generalizable method to estimate consumer utilities for different technology artifacts and enhance product design decisions by vendors. In addition, this study sheds light on a promising direction to extend existing technology acceptance research to consumer information technology contexts by revealing how consumers evaluate and choose among alternative technology products that have not yet launched on the market.