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Title: Comparison of affective perception by country for emerging IT products and services

Authors: Hyun K. Kim; Suhwan Jung; Jaehyun Park; Ari Widyanti

Addresses: School of Information Convergence, Kwangwoon University, South Korea ' Department of Industrial and Management Engineering, Incheon National University (INU), South Korea ' Department of Industrial and Management Engineering, Incheon National University (INU), South Korea ' Department of Industrial Engineering, Bandung Institute of Technology (ITB), Indonesia

Abstract: Affective engineering research on products and services has been actively conducted, but there is little research on affect regarding newly emerging information technology products and services and analysis of cultural differences by country. This study used network analysis to collect the major affective vocabulary of individuals in the USA, China, Indonesia, Korea, and Russia for emerging IT products and services, and thereby analysed cultural differences. Affective vocabulary was collected related to virtual reality devices, fitness trackers, drones, a call taxi service, mobile pay, and virtual currency. Vocabulary collected through a survey was categorised into major affective vocabulary through network analysis. Social awareness of products/services was confirmed through analysis of the positive/negative aspects of the vocabulary. The affect of the target IT products/services was compared and interpreted with reference to Hofstede theory. The results of this study may be used as a basis for the development of IT products and services.

Keywords: affective perception; semantic network analysis; SNA; IT products; IT services; cultural differences; Hofstede.

DOI: 10.1504/IJMC.2021.114326

International Journal of Mobile Communications, 2021 Vol.19 No.3, pp.387 - 411

Accepted: 13 Mar 2021
Published online: 16 Apr 2021 *