Smart product brands – The interrelation of smart products and buyer personality traits

IF 11 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services Pub Date : 2025-01-06 DOI:10.1016/j.jretconser.2024.104220

Friederike Paetz , Carsten D. Schultz

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Abstract

The adoption of digital voice assistants, e.g., smart speakers, is a megatrend, and several brands are currently sharing the market. A key question for smart speaker providers is who the users are to derive successful marketing strategies. This study examines the personality structure of brand users and highlights the factor of age as a determinant of the potential use of smart speakers. Using data from an empirical discrete choice experiment, we estimate a mixed logit model and use respondents’ age and personality traits as inputs. While brand and price are the most influential determinants for the adoption of smart speakers, age and personality point to differences in the preferences for certain smart speaker brands. In a subsequent simulation study, we examine shifts of market shares in several age cohort-based markets when a relatively unknown but cheap brand enters an established market, thus highlighting the importance of age cohorts when developing successful marketing strategies for innovation product brands.

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智能产品品牌——智能产品与购买者个性特征的相互关系

采用数字语音助手，例如智能扬声器，是一个大趋势，几个品牌目前正在分享市场。智能音箱供应商面临的一个关键问题是，谁是用户，才能获得成功的营销策略。本研究考察了品牌用户的个性结构，并强调了年龄因素是智能音箱潜在使用的决定因素。利用经验离散选择实验的数据，我们估计了一个混合logit模型，并使用受访者的年龄和人格特征作为输入。虽然品牌和价格是智能音箱采用的最具影响力的决定因素，但年龄和个性表明人们对某些智能音箱品牌的偏好存在差异。在随后的模拟研究中，我们研究了当一个相对不知名但廉价的品牌进入一个成熟的市场时，在几个基于年龄群体的市场中市场份额的变化，从而强调了年龄群体在为创新产品品牌制定成功的营销策略时的重要性。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Retailing and Consumer Services BUSINESS-

CiteScore

20.40

自引率

14.40%

发文量

340

审稿时长

20 days

期刊介绍： The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are: Retailing and the sale of goods The provision of consumer services, including transportation, tourism, and leisure.