DOI QR코드

DOI QR Code

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

Abstract

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.

Keywords

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

References

  1. S. Lee, J. Lee, T. C. Garrett, "A Study of the Attitude toward Convergent Products: A Focus on the Consumer Perception of Functionalities," Journal of Product Innovation Management, vol. 10, no. 1, pp. 123-135, 2013. DOI: https://doi.org/10.1111/j.1540-5885.2012.00991.x https://doi.org/10.1111/j.1540-5885.2012.00991.x
  2. Interbrand, "Best Golbal Brand 2016," interbrand.com
  3. K. J. Park, J. Koh, "Exploring the Relationship between Perceived Pace of Technology Change and Adoption Resistance to Convergence Products," Computers in Human Behavior, pp. 142-150, 2017.
  4. J. K. Han, S. W. Chung, Y. S. Sohn, "Technology Convergence: When Do Consumers Prefer Converged Products to Dedicated Products?," Journal of Marketing vol. 73, no. 4, pp. 97-108, 2009. DOI: https://doi.org/10.1509/jmkg.73.4.97 https://doi.org/10.1509/jmkg.73.4.97
  5. Y. Kim, J. D. Lee, D. Koh, "Effects of Consumer Preferences on the Convergence of Mobile Telecommunications Devices," Applied Economics, vol. 37, no. 7, pp. 817-826. 2005. DOI: https://doi.org/10.1080/0003684042000337398 https://doi.org/10.1080/0003684042000337398
  6. J. Harris, E. A. Blair, "Consumer Preference for Product Bundles: The Role of Reduced Search Costs," Journal of the Academy of Marketing Science, vol. 34, no. 4, 506-513. 2006. DOI: https://doi.org/10.1177/0092070306288405 https://doi.org/10.1177/0092070306288405
  7. G. E. Moore, "Cramming More Components onto Integrated Circuits," Reprinted from Electronics, vol. 38, no. 8, 1965, p. 114, IEEE Solid-State Circuits Newsletter 3/20, pp. 33-35, 2006. DOI: https://doi.org/10.1109/N-SSC.2006.4785860 https://doi.org/10.1109/N-SSC.2006.4785860
  8. T. Gill, "Convergent Products: What Functionalities Add More Value to the Base?," Journal of Marketing, vol. 72, no. 2, pp. 46-62, 2008. DOI: https://doi.org/10.1509/jmkg.72.2.46 https://doi.org/10.1509/jmkg.72.2.46
  9. T. Gill, J. Lei, "Convergence in the High-Technology Consumer Markets: Not All Brands Gain Equally from Adding New Functionalities to Products," Marketing Letters, vol. 20, no. 1, pp. 91-103, 2009. DOI: https://doi.org/10.1007/s11002-008-9050-5 https://doi.org/10.1007/s11002-008-9050-5
  10. S. A. Rijsdijk, E. J. Hultink, "How Today's Consumers Perceive Tomorrow's Smart Products," Journal of Product Innovation Management, 26(1) pp. 24-42, 2009. DOI: https://doi.org/10.1111/j.1540-5885.2009.00332.x https://doi.org/10.1111/j.1540-5885.2009.00332.x
  11. J. P. Guiltinan, "The Price Bundling of Services: A Normative Framework," Journal of Marketing, pp. 74-85, 1987. DOI: https://doi.org/10.2307/1251130 https://doi.org/10.2307/1251130
  12. M. Bertini, E. Ofek, D. Ariely, "The Impact of Add-on Features on Consumer Product Evaluations," Journal of Consumer Research, vol. 36, no. 1, pp. 17-28, 2009. DOI: https://doi.org/10.1086/596717 https://doi.org/10.1086/596717
  13. R. K. Ratner, B. E. Kahn, "The Impact of Private versus Public Consumption on Variety-Seeking Behavior," Journal of Consumer Research, vol. 29, no. 2, pp. 246-257, 2002. DOI: https://doi.org/10.1086/341574 https://doi.org/10.1086/341574
  14. D. M. Szymanski, D. H. Henard, "Customer Satisfaction: A Meta-analysis of the Empirical Evidence," Journal of the Academy of Marketing Science vol. 29, no. 1, pp. 16-35, 2001. DOI: https://doi.org/10.1177/0092070301291002 https://doi.org/10.1177/0092070301291002
  15. R. L. Anderson, D. J. Ortinau, "Exploring Consumers' Postadoption Attitudes and Use Behaviors in Monitoring the Diffusion of a Technology-Based Discontinuous Innovation," Journal of Business Research, vol. 17, no. 3, pp. 283-298, 1988. DOI: https://doi.org/10.1016/0148-2963(88)90060-4 https://doi.org/10.1016/0148-2963(88)90060-4
  16. S. Kekre, M. S. Krishnan, K. Srinivasan, "Drivers of Customer Satisfaction for Software Products: Implications for Design and Service Support," Management Science, vol. 41, no. 9, pp. 1456-1470, 1995. DOI: https://doi.org/10.1287/mnsc.41.9.1456 https://doi.org/10.1287/mnsc.41.9.1456
  17. J. Bartels, M. J. Reinders, "Consumer Innovativeness and Its Correlates: A Propositional Inventory for Future Research," Journal of Business Research, vol. 64, no. 6, pp. 601-609, 2011. DOI: https://doi.org/10.1016/j.jbusres.2010.05.002 https://doi.org/10.1016/j.jbusres.2010.05.002
  18. S. Hoffmann, K. Soyez, "A Cognitive Model to Predict Domain-Specific Consumer Innovative- ness," Journal of Business Research, vol. 63, no. 7, pp. 778-785, 2010. DOI: https://doi.org/10.1016/j.jbusres.2009.06.007 https://doi.org/10.1016/j.jbusres.2009.06.007
  19. D. Kahneman, D. Lovallo, "Timid Choices and Bold Forecasts: A Cognitive Perspective on Risk Taking," Management science, vol. 39, no. 1, pp. 17-31, 1993. DOI: https://doi.org/10.1287/mnsc.39.1.17 https://doi.org/10.1287/mnsc.39.1.17
  20. D. G. Mick, S. Fournier, "Paradoxes of Technology: Consumer Cognizance, Emotions, and Coping Strategies," Journal of Consumer Research vol. 25, no. 2, pp. 123-143, 1998. DOI: https://doi.org/10.1086/209531 https://doi.org/10.1086/209531
  21. E. G. Kang, Y. H. Kim, G. Y. Gim, "A Study on the Effects of Motivations and Ability of Using Smartphone on Smartpad Usage Intention", The Korea Society of Information Technology Services, vol. 11, no. 4, pp. 1-23. 2012. DOI: https://doi.org/10.9716/KITS.2012.11.1.001 https://doi.org/10.9716/KITS.2012.11.1.001
  22. R. E. Petty, J. T. Cacioppo, K. J. Morris, "Effects of Need for Cognition on Message Evaluation, Recall, and Persuasion," Journal of Personality and Social Psychology, vol. 45, no. 4, pp. 805-818, 1983. DOI: https://doi.org/10.1037/0022-3514.45.4.805 https://doi.org/10.1037/0022-3514.45.4.805
  23. J. T. Gourville, D. Soman, "Overchoice and Assortment Type: When and Why Variety Backfires," Marketing Science, vol. 24, no. 3, pp. 382-395, 2005. DOI: https://doi.org/10.1287/mksc.1040.0109 https://doi.org/10.1287/mksc.1040.0109
  24. D. V. Thompson, R. W. Hamilton, and R, T. Rust, "Feature Fatigue: When Product Capabilities Become too Much of a Good Thing," Journal of Marketing Research, vol. 42, no. 4, pp. 431-442, 2005. DOI: https://doi.org/10.1509/jmkr.2005.42.4.431 https://doi.org/10.1509/jmkr.2005.42.4.431
  25. M. T. Kim, "A Study of Influence Factors that effect on Consumer Fatigue in the Adoption of Convergence Products," Management and Information Research, vol. 32, no. 2, pp. 83-106, 2013.