Exploring the Influence of the Level of Technology and Expected Functions in Product Semantic

This study attempted to explore how pragmatic and hedonic values are influenced by the level of technology and what particular functions have to be considered in the context of smart technology-driven design in terms of Pragmatic Value (PV) and Hedonic Value (HV). An on-line questionnaire survey was developed to answer the research questions. A total of 104 respondents participated in the survey. As target product for the study, analog watch and smart watch were selected as representative of low and high technology respectively. Semantic Differentials on PV and HV were used and expected functions were investigated via an open question. The results indicate that there are some differences between analog and smart watches in terms of PV and HV. Regarding expected functions, significant differences were identified in the study. The findings from the study could provide a better understanding of the relationship between PV and HV in terms of level of technology. If it is considered in product development process, it may contribute to an increase of user satisfaction with smart-technology based product and service.

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