Warmth or competence? The effects of cool and cuteness on the perceived quality of digital products

Purpose The purpose of this paper is to explore the effect of cuteness and cool on the perceived quality of digital products, the mediating effect of brand perception (warmth and competence) and the moderating effect of the individual perception level. Design/methodology/approach This paper utilizes experimental design and survey methods to collect data and the ANOVA, independent sample t-test and bootstrap analysis methods to verify the assumed...