Identifying the factors to influence product attachment through product fandom phenomenon

Abstract

Users become attached to particular products or services since they convey a personal meaning. According to literature study, four factors play a role in product attachment. However, it has not been known how those factors influence product attachment because product attachment varies between products as well as between users. Therefore, this study aims to investigate 1) the relationship between the four attachment determinants and product fandom, and 2) what product features play a role in product attachment, focusing on product fandom that represents an ultimate level of product attachment. Two online product fandom communities were chosen: one for capsule coffee machine (single functional product) and the other for iPhone (multi-functional product). An on-line questionnaire survey was conducted with the communities and a total of 88 respondents participated in the survey. The results of the study indicate that 'pleasure' among the factors of product attachment was the major reason attached to the products. It turned out product features and multi-functionality of product are also involved in product attachment. The implications to the industry are discussed as well.