Technology Convergence: When Do Consumers Prefer Converged Products to Dedicated Products?
Year: 2009
Type: article
Abstract: In today's marketplace, many of the newer-generation convergence products (e.g., camera phones, all-in-one personal digital assistants) offer consumers product performance that rivals dedicated versions. With the increased availability of options, consumers now face another dilemma in their purchase consideration: Which product form should they choose—converged, dedicated, or both? This study investigates the choice patterns for product forms along the technology trajectories. In a series of four studies, the authors find that at low levels of technological performance, consumers overwhelmingly select convergence products over the dedicated options, whereas the choice pattern is reversed at high levels of technological performance. Furthermore, the authors demonstrate that a preannouncement of future technology can affect consumer preferences for product forms. Finally, they address the managerial implications and suggest directions for further research.
Source: Journal of Marketing
Authors: Jin K. Han, Seh Woong Chung, Yong Seok Sohn
Institutions: Singapore Management University, Kyung Hee University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2003116530