Journal of the Korean Society for Precision Engineering (한국정밀공학회지)

Korean Society for Precision Engineering (한국정밀공학회)
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Effects of Convergence Firefighter Helmet Attributes on Consumer Response

융합 소방용 안전모 특성이 소비자 반응에 미치는 영향

  • Oh, Mi-Ok (Department of Business Administration, Pusan National University) ;
  • Shin, Jong-Kuk (Department of Business Administration, Pusan National University) ;
  • Kang, Myung-Chang (School of Convergence Science, Pusan National University) ;
  • Shin, Bo-Sung (Department of Optics & Mechatronics Engineering, Pusan National University) ;
  • Moon, Min-Kyung (Department of Business Administration, Pusan National University)
  • Received : 2016.04.04
  • Accepted : 2016.04.12
  • Published : 2016.05.01
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Abstract

This study investigates the effects of convergence firefighter helmet attributes on consumer attitude toward the product and willingness-to-pay. The results of empirical analysis are as follows. First, consumer attitude toward the convergence product is more favorable when conciseness, economical efficiency, and the utility value of the convergence product's attributes are high, while consumer attitude toward the convergence product is less favorable when the perceived risk of the convergence product's attributes is high. Second, consumer willingness-to-pay for the convergence product is higher when conciseness, economical efficiency, and the utility value of the convergence product's attributes are high, while consumer willingness-to-pay for the convergence product is lower when the perceived risk of the convergence product's attributes is high. Based on our results, the implications are discussed for the further development of convergence products.

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