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This document summarizes a study on consumer perceptions of convergent products that offer multiple functionalities in a single device. The study aims to understand how different combinations of functionalities affect consumer attitudes, how functional diversity impacts perceptions, and how consumer innovativeness influences assessments of convergent products. It outlines the theoretical background, hypotheses, survey methodology, data analysis plan to test the hypotheses, and anticipated discussions and conclusions. The goal is to provide more insight into consumer attitudes toward convergent products like smartphones that integrate many functions.
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- 1. A Study of the Attitude toward Convergent Products: A Focus on the Consumer Perception of Functionalities S. K. Lee et al., Journal of Product Innovation Management, 2012 TuanAnh TRAN, Digital Product Lab, Dept. of Industrial & Systems Engineering, Dongguk University, Seoul, Korea
- 2. Introduction Why this? Convergent products: Growing significantly. Samsung, Apple’s smart phones, etc. Many functionalities are offered in one single device. Little research to fully understand the nature of consumer attitude toward convergent products Functionalities add values to the base product Sometimes, some consumers need dedicated products. More research is needed 2
- 3. Introduction Discovers? How different combinations of a convergent product’s functionalities affect consumer perceptions How perceived product functionalities affect consumer attitude and purchase intention of the product The impact of functional diversity How consumers with high/low levels of innovativeness differ in their assessment of convergent products. 3
- 4. Contents Procedure? 1. Theoretical background => Hypotheses 2. Survey & Data Collection 3. Data Analysis => Test Hypotheses 4. Discussions 5. Conclusions 4