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Does Consumers' Awareness of an Unsuccessful Product Affect the Attitude Toward Convergence Products?: Focusing on the Moderating Role of Product Use
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과거 유사제품에 대한 소비자 인지가 컨버전스 제품 평가에 미치는 영향: 제품 용도 지각의 조절효과를 중심으로

논문 기본 정보

Type
Academic journal
Author
Jun Sunghee (서울대학교) Moon-Kyung Cha (한성대학교)
Journal
한국소비문화학회 소비문화연구 소비문화연구 제24권 제4호 KCI Accredited Journals
Published
2021.12
Pages
113 - 130 (18page)

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Does Consumers' Awareness of an Unsuccessful Product Affect the Attitude Toward Convergence Products?: Focusing on the Moderating Role of Product Use
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Much of the research on innovative product suggests that compatibility lower consumers’ perceived risk and help accept innovation. However, little is known about whether prior knowledge on product failure affects consumers’ evaluation of convergence products. The current study demonstrates that prior knowledge about product failure can affect consumers’ attitudes toward convergence products. The main research results are as follows. First, when consumers are introduced to an innovative product similar to an unsuccessful product in the past market, the non-awareness group showed a more favorable product attitude than the awareness group. Second, the relationship between past failed product awareness and consumers’ attitude toward convergence products was moderated by the convergence product use. Positioning similar use with ‘familiar but failed’ leads to low product evaluation. Even if respondents are aware of product failure, adverse effects are reduced when a convergence product is framed as new usage. Third, perceived innovativeness and social self-presentation mediated the past failed product awareness-product attitude relation. When consumers did not know about past failed products, they perceived the convergence product as more innovative, and the social self-presentation utility was also higher. However, past product awareness did not affect the perceived ease of use. Several theoretical and practical implications were also presented.
#유사제품 #소비자 인지 #지각된 혁신성 #사회적 표현 효용 #사용 용이성 #혁신 수용 #컨버전스 제품 #similar product awareness #prior failure #perceived innovativeness #social self-presentation #ease of use #innovation acceptance #convergence products

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References (37)

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김용철 / 2011 / 컨버전스 서비스에 대한 태도에 있어 혁신성과 유사성의 역할에 관한 연구 －IPTV 서비스를 중심으로－ / 글로벌경영학회지 8(4):329~351 google schola 김재전 / 2015 / 컨버전스제품의 상대적 매력도와 채택의 영향요인 / 정보시스템연구 24(2):139~162 Crossref 남성준 / 2003 / 혁신제품의 경쟁적 특성이 확산에 미치는 영향 / 마케팅연구 18(1):31~52 dbpia 박조환 / 2020 / 계층적 유통업체 브랜드의 순차적 도입이 제품군 디자인에 미치는 영향 : 맥락효과를 중심으로 / 유통연구 25(1):27~53 dbpia 서문식 / 2009 / 디지털 컨버전스제품 구매회피에 관한 연구: 소비자의 심리적 요인과 혁신저항을 중심으로 / 한국콘텐츠학회 논문지 9(1):270~284 dbpia

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