The differences of Product Attitude and Purchase Intention of Mobile Convergence among Consumers

소비자 유형별 모바일 컨버전스의 제품태도 및 구매의도의 차이

  • Kim, Moon-Tae (Department of Distribution Management, Catholic University of Pusan)
  • 김문태 (부산가톨릭대학교 유통경영학과)
  • Received : 2017.02.06
  • Accepted : 2017.05.12
  • Published : 2017.05.31


In this study, we present a new product strategy corresponding to the needs of the consumer segment in the mobile convergence industry, which is a field with a very high interest, and the implications are as follows. First, we believe that mobile convergence will lead the market for products that are regarded by consumers as innovative. Second, it can be seen that it is more attractive to consumers to dramatically improve existing functions than to add multiple functions that are not so important. Third, the type of convergence preferred by each type of consumer differs. For consumers who are less innovative, less professional and more technologically fatigued, it was shown that breakthrough improvements in existing technologies lead to better evaluations than adding multiple innovations. In addition, highly innovative consumers are more likely to appreciate the addition of a variety of mediocre features, such as less convergent innovations than the existing ones, as well as mobile convergence. Moreover, there was no significant difference in the product attitudes between the consumers with low technological fatigue and the highly innovate ones.


Convergence Product;Consumer Fatigue;Innovation;Mobile Convergence;New Product Strategy


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