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AbstractThe notion that consumers' preference is constructed by decision context is well established. Two of such salient manifestations are compromise effect and attraction effect. Although literature has explored the moderators of these effects from the perspective of a decision maker, little is known about whether a significant difference exists between the effects of individual differences as a situational state and as a stable personality. This article approaches this question by examining how specific self‐confidence and general self‐confidence shape consumer's preference for context options. Four studies find that compromise effect is greater for consumer with high specific self‐confidence, whereas attraction effect is greater for consumer with low specific self‐confidence. The two context effects are greater for consumers with low general self‐confidence only in the presence of social influence. In addition, low (vs. high) general self‐confidence strengthens (vs. weakens) the impact of specific self‐confidence on context effects under this condition. This article concludes by discussing the theoretical and practical implications of the findings.

By investigating the influences of 2 types of self-confidence, we tested the assumption that people always prefer a large assortment over a small one when offered a choice of 2 sizes of assortment. Participants were 194 students who were randomly assigned to a high or low specific self-esteem
condition, a high or low general self-esteem condition, and a public or private social influence condition group. The results of our experiment demonstrated that people with high specific self-confidence perceived options as distinctive, and preferred a large assortment. However, people with
low general self-confidence felt high social anxiety, and preferred a large assortment only when social influence was salient. Under this condition, low general self-confidence also strengthened the effect of specific self-confidence on assortment preference. Implications of our findings are
discussed.

Purpose
The purpose of this paper is to answer "Why do Chinese consumers use IOT systems?" and "Do consumers' cognitive and affect experiences moderate the relationship between psychological perception factors and perceived usefulness?"


Design/methodology/approach
In-depth interview with consumers and experts had been conducted and then the perceived psychological factors that influence perceived usefulness had been summarized. Based on a survey test of 337 smart home users, this study applies partial least squares technique analysis to test the research model.


Findings
The research results show that perceived psychological factors (perceived ease of use, perceived intelligence, perceived convenience and perceived privacy risk) have significant effect on the intention and behavior of IOT systems usage through perceived usefulness. Cognitive experience moderates the relationship between perceived ease of use and perceived usefulness, perceived privacy risk and perceived usefulness; affect experience moderates the relationship between perceived ease of use and perceived usefulness.


Research limitations/implications
The current study mainly tested the antecedents of consumers' usage of IOT systems, and the outcome of using the system was not investigated. Future research can examine the outcome (e.g. satisfaction, perceived value) by using the expectation-confirmation theory.


Originality/value
This study provides a useful insight into the key driving factors in consumers' intention and behavior of using IOT systems. The previous studies over IOT systems have not observed consumers' perception of IOT systems, but in fact IOT systems are being applied to more and more personal users.