In this paper, we adapt and validate two constructs-perceived extrinsic warm-glow (PEWG) and perceived intrinsic warm-glow (PIWG)-to measure the two dimensions of consumer perceived warm-glow (i.e., extrinsic and intrinsic) for use with the practice of technology adoption modeling. Taking an experimental approach, participants were exposed to one of four vignettes designed to simulate either the absence or the presence of warm-glow (specifically, extrinsic warm-glow, intrinsic warm-glow, and concurrently extrinsic and intrinsic warm-glow). The results revealed that both constructs measured their respective forms of warm-glow with two caveats. Firstly, singularly trying to evoke extrinsic warm-glow led to only a slight increase in consumer perception of extrinsic warm-glow. We attributed this finding to individuals not being attracted to technology products that overtly target and seek to satisfy their vanity, instead preferring technology that does so in a more subtle way. The second is that singularly trying to evoke intrinsic warm-glow also resulted in the manifestation of extrinsic warm-glow. Thus, warm-glow appears as a blend of extrinsic and intrinsic dimensions. This finding serves to reinforce what has already been reported in existing literature regarding warm-glow and the idea of impure altruism.
翻译:在本文中,我们调整和验证了两个建构的外观热点(PEWG)和自觉的内在温暖点(PIWG),以测量消费者认为温暖点(即外观和内在)的两维维度(即外观和内在),用于技术采用模型的做法。在实验中,参与者接触到四个维格特中的一个,以模拟温暖点(具体而言,外观温暖点,内在温暖点,同时外观和内在温暖点)的缺失或存在。结果显示,这两个建筑用两个洞穴测量了消费者认为温暖点(即外观和内在的温暖点)的两种维度。首先,试图唤起外观热点点点的奇特尝试只导致消费者对外观的轻微增加。我们把这一发现归因于个人没有被吸引到那些过于过分目标的技术产品,寻求满足其虚弱性,而更倾向于以更微妙的方式选择技术。第二个是令人难以置信地试图用热点的内在热点外观来测量其内在变暖点。