Abstract
Affective engineering research on products and services has been actively conducted, but there is little research on affect regarding newly emerging information technology products and services and analysis of cultural differences by country. This study used network analysis to collect the major affective vocabulary of individuals in the USA, China, Indonesia, Korea, and Russia for emerging IT products and services, and thereby analysed cultural differences. Affective vocabulary was collected related to virtual reality devices, fitness trackers, drones, a call taxi service, mobile pay, and virtual currency. Vocabulary collected through a survey was categorised into major affective vocabulary through network analysis. Social awareness of products/services was confirmed through analysis of the positive/negative aspects of the vocabulary. The affect of the target IT products/services was compared and interpreted with reference to Hofstede theory. The results of this study may be used as a basis for the development of IT products and services.
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