Authors: Esther Swilley
Addresses: Department of Marketing, College of Business Administration, Kansas State University, 201A Calvin Hall, Manhattan, KS 66506-0506, USA
Abstract: Development of scale to measure the aesthetics of a technology device is the focus of this research. The aesthetic technology (AT) construct takes into account technology as an art form, and allows for the examination of artistic quality, as well as the artistic value consumers are seeking in technology products. The reliability and validity of this scale are established and the AT measure is found to be a reliable measure in understanding consumer attitudes and intentions toward technology product aesthetics.
Keywords: aesthetics; scale development; technology products; technology design; scale measurement; aesthetic technology; art forms; artistic quality; artistic value; consumers; reliability; validity; reliable measures; consumer attitudes; technology marketing.
International Journal of Technology Marketing, 2012 Vol.7 No.3, pp.324 - 341
Received: 10 Feb 2012
Accepted: 10 Apr 2012
Published online: 23 Jul 2012 *