Technology Convergence: When Do Consumers Prefer Converged Products to Dedicated Products?
In today’s marketplace, many of the newer generation convergence products (e.g., camera phones, all-in-one PDA’s) offer consumers with product performances rivaling those of the dedicated versions. With the increased availability of options, consumers now face another dilemma in their purchase consi...
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| Main Authors: | , , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2009
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/1819 https://doi.org/10.1509/jmkg.73.4.97 |
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| Institution: | Singapore Management University |
| Language: | English |
| Summary: | In today’s marketplace, many of the newer generation convergence products (e.g., camera phones, all-in-one PDA’s) offer consumers with product performances rivaling those of the 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 experiments, 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 managerial implications and directions for future research. |
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