How “smart” should smart products look? Exploring boundary conditions of the Most-Advanced-Yet-Acceptable (MAYA) principle

IF 10.5 1区管理学 Q1 BUSINESS

Journal of Business Research Pub Date : 2025-02-01 DOI:10.1016/j.jbusres.2024.115108

Atsushi Akiike , Sotaro Katsumata , Tohru Yoshioka-Kobayashi , Chris Baumann

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Abstract

This study examines the effect of smart products’ appearance typicality on purchase intentions and the moderation effect of smart product category knowledge. Previous studies suggest that a moderate degree of appearance typicality is associated with the highest purchase intention. Yet, this relationship is more complicated in the smart product market owing to its hybrid nature such as smartwatches connected to computers. We conducted a multilevel analysis based on survey data from 400 respondents regarding smart eyeglasses and smart speakers. The results revealed that category knowledge of smart products moderates the relationship between appearance typicality and purchase intention. Consumers with high levels of knowledge about smart products showed the highest purchase intention for a smart product-like appearance. In contrast, other consumers preferred an intermediate level of appearance between smart products and pre-existing products. These results demonstrate the importance of consumer segmentation based on category knowledge in smart product development and management.

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来源期刊

Journal of Business Research BUSINESS-

CiteScore

20.30

自引率

10.60%

发文量

956

期刊介绍： The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.