Effects of Product Smartness on Satisfaction: Focused on the Perceived Characteristics of Smartphones

This paper investigates consumers’ perceptions toward smartness characteristics of smartphones to understand the influence of product smartness on consumer satisfaction. Recent developments in information technology are accelerating the pace of change in products, particularly the emergence of smart products. Despite these technological advances, however, there is a lack of understanding about consumers who buy and use smart products. In this empirical study, five smartness dimensions of autonomy, adaptability, reactivity, multi-functionality, and ability to cooperate, are used to examine perceived product smartness which is also tested with consumer satisfaction. Based on their experiences with smartphones, 388 consumers, in their 20s, respond to the questionnaire. Among the five factors, adaptability and multi-functionality have significant influence on perceived product smartness and consumer satisfaction. However, the other three factors do not show a significant impact. In addition, the moderator effect of customer innovativeness on satisfaction has been proven to be significant. The results of this study provide a better understanding of the impact of product smartness on customer attitudes and provide managerial implications for new product development and market management.