Perceived function: An investigation into a product advantage between aesthetics and function

Satoru Goto, Yuuki Shigemoto, Shuichi Ishida

Research output: Contribution to journalArticlepeer-review

4 Citations (Scopus)


This study involved an empirical comparison of product competitiveness driven by aesthetic and technological innovations in a mature market. This study began with a theoretical idea that users may perceive and evaluate technology development through the visible form of a product. Statistical analyses of user reviews of digital cameras showed that the impact of technology development on competitiveness was greater than that of aesthetic changes. The results demonstrated that users did not leverage product appearance for the recognition of technology development. Moreover, the findings show that specification information had a greater influence on product advantage when users did not visually perceive technological improvement. These results may indicate that manufacturers have not yet fully exploited product design for maximising product advantage in the mature market.

Original languageEnglish
Pages (from-to)33-43
Number of pages11
JournalJournal of Technology Management and Innovation
Issue number2
Publication statusPublished - 2019
Externally publishedYes


  • Aesthetics
  • Function
  • Perceived function
  • Utilitarian and hedonic value

ASJC Scopus subject areas

  • Management of Technology and Innovation


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