388
CHAPTER 43
“Will They Buy My
Product?”—Effect of UID
and Brand
Manoj K. Agarwal, Alan Hedge and Sajna Ibrahim
Binghamton University, State University of New York, Binghamton, NY, USA
agarwal@binghamton.edu
Cornell University, Ithaca, NY, USA
ah29@cornell.edu
Binghamton University, State University of New York, Binghamton, NY, USA
sibrahi1@binghamton.edu
ABSTRACT
Consumer electronic products have a wide array of user interface designs
(UIDs) varying from simple/complex layouts of buttons, and touchpads to
touchscreens. This study investigates how product brand, UID, form (appearance)
and function (technological capabilities) of a product influence consumer purchase
intentions, willingness to pay (WTP) and product choices. Results ...