Além da funcionalidade e prazer: decifrando o impacto das características hedônicas e utilitárias na relação entre a percepção de tecnologias com inteligência artificial e sua adoção

Abstract

This study investigates the moderating role of hedonic and utilitarian characteristics in the effect on technology adoption when influenced by the use or not of Artificial Intelligence (AI). The proposed theoretical model is additionally mediated by consumers' willingness to pay a higher price for technologies that incorporate artificial intelligence, depending on the configuration of hedonic and utilitarian characteristics perceived in these products. The research was conducted through a quantitative experiment, in which four scenarios were developed with different combinations of AI perception (with or without AI) and product characteristics (hedonic or utilitarian). The results indicate that AI perception is significantly more valued in utilitarian products, where functionality and efficiency are highlighted, increasing adoption and willingness to pay more. This study offers substantial contributions to the literature by offering insights on how to balance the characteristics of smart products to maximize their adoption, in addition to offering practical implications for companies and developers seeking to better understand consumer preferences and improve their marketing and technological innovation strategies in different consumer products.