Expressive versus instrumental functions on technology attractiveness in the UK and Korea

Industries continually launch new generations of technology to attract consumers. However, the elements of new technology that attract consumers vary across countries. A good understanding of consumer needs is thus vital for the success of new technological products. To better understand what functions of a high-technology product are attractive, this study explores the attitudes toward instrumental and expressive functions of third generation (3G) mobile devices in the United Kingdom (UK) and Korea. Hypotheses are developed from literature and interviews with front line staff, and are tested using questionnaires. Performance value-added services, call quality, and tariffs, which are all instrumental functions, are found to be the major factors attracting consumers in the UK, whereas performance and excitement value-added services, sense of superiority, and tariffs, which are a mixture of instrumental and expressive functions, are most important in Korea. The findings from these two countries provide insights into consumer behavior.