Do People Purchase a Robot Because of Its Coolness?

Abstract

The purpose of this study is to verify the research model that coolness and perceived usefulness are effective predictor variables, attitude is mediating variable, and purchase intention is criterion variable. In total, 41 respondents with no prior exposure robot JIBO completed the on-line survey after watching the scenario movie of explaining its usage. Coolness and perceived usefulness is significant predictor for attitude, and attitude has positive impact on purchase intention. Based on the results, a "cool" product is more likely to arouse potential consumer's purchase intention directly and indirectly in the market. Theoretical and practical implications were discussed in detail.