The Effects of Anticipated Regret on User’s Acceptance of Digital Convergence Appliance

펼치기

The purpose of this study is to investigate which factor is more primarily influenced by utilitarian aspects and hedonic values, when users adopt digital convergence with various attributes. And it is also to evaluate whether the negative emotion (anticipated regret), directly affects behavioral intention (as an antecedent) or whether it moderates the effects of utilitarian and/or hedonic variables on behavioral intention (as a moderator). Based on literature review, the theoretical hypotheses were developed to test the proposed model using structural equation model. The results demonstrated that when users accept digital convergence, both utilitarian and hedonic value influence the behavioral intention. And the anticipated regret changes the effects of the above constructs on behavioral intention. Users who perceive higher anticipated regret will be affected by how playful it can be used. However, when users perceived low anticipated regret, managers have to focus on communicating usefulness of the digital convergence.