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  1. 1. A Study of the Attitude toward Convergent Products: A Focus on theConsumer 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. 2. IntroductionWhy 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 needed2
  3. 3. IntroductionDiscovers?  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. 4. ContentsProcedure? 1. Theoretical background => Hypotheses 2. Survey & Data Collection 3. Data Analysis => Test Hypotheses 4. Discussions 5. Conclusions4