Relationship between users' perceptions of coolness and intention to use digital products: a user-centered approach

The purpose of this study is to employ a user-centered approach to identify subgroups of people with similar profiles based on their perceptions of multiple dimensions of digital products' coolness and to test the differences across subgroups in the intention to use these products.

In Study 1, 1,161 adults rated a virtual digital product on four dimensions of coolness. In Study 2, 660 college students made similar ratings and also reported their intention to use a real digital product. Participants' ratings were analyzed using a user-centered approach, namely latent profile analysis.

Study 1 identified groups of participants who had similar profiles of product ratings on the four dimensions of coolness: niche cool, mass cool, uncertain cool and uncool. Study 2 replicated the findings of Study 1 and in addition showed that these groups varied in their intention to use the product and in whether a specific dimension increased or decreased this intention.

The cross-sectional data preclude inferences about causality, calling for experimental or longitudinal research. Additionally, future research should explore whether the results generalize to other product categories and other age groups.

Managers should design digital products, segment the market and develop flexible strategies based on combined responses to dimensions of coolness perception.

The present research employed a user-centered approach to identify groups of people who share similar patterns of coolness perception. This study provides new insight that was not available in variable-centered research.