Paper Title
Anthropomorphized Effects on The Market Acceptance of New Technologies with Different Product Values

Abstract
This study conducted a 2  2 between-subjects experiment to test the difference of anthropomorphized effects on the innovation adoption between utilitarian and hedonic products. This empirical results indicate that anthropomorphism is positively related to consumer adoption intention of new technology, and product (utilitarian/hedonic) values also significantly moderate the anthropomorphized effects on the consumer acceptance toward new technologies. Keywords - Anthropomorphism, Hedonic Value, Innovation Adoption, Technology Complexity, Utilitarian Value.