Korean Management Science Review (경영과학)

The Korean Operations Research and Management Science Society (한국경영과학회)
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Empirical Studies on the Conceptual Combination of Digital Convergence Products

컨버전스 제품의 인식 및 평가에 대한 실증적 연구 : 결합 개념 이론을 중심으로

  • Published : 2008.11.30
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Abstract

A wide variety of convergent digital products are emerging through the combination of multiple independent digital technologies. Digital convergence provides new revenue sources for businesses and new ways of satisfying individual needs of consumers. Despite its business and consumer implications, little research has addressed how people perceive or evaluate convergent products. This study aims at understanding how consumers interpret and evaluate convergent digital products by conducting two consecutive studies. Firstly, a survey was conducted to understand how people interpret convergent products in three ways suggested by the conceptual combination theory based in cognitive science. Secondly, an experiment was conducted to investigate the impact of combination strategies and product similarities on user evaluation of convergent products. Study results indicate that similarity of constituent products has a substantial effect on the interpretation of concept combination strategies. Moreover, combination strategy and product similarity were found to have substantial effects on user comprehension, perceived newness, and preferences for convergent products. This paper ends with an examination of the implications and limitations of the study results.

Keywords

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