The Effects of Convergent Products’ Functionalities on Consumers’ Pre-purchase Value Assessment- An Empirical Study of Smartphones

• Main Authors: Sung-HueiLin, 林松輝
• Other Authors: Dung-Chun Tsai
• Format: Others
• Language: en_US
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/56801666520999163079

碩士 === 國立成功大學 === 交通管理學系碩博士班 === 100 === Many contemporary convergent products (CPs) have added numerous functionalities that can be used to provide advanced services to users. Consumers are concerned about what kind of functionalities should be added to a basic product to satisfy their needs and gain the maximum benefits. Therefore, this study examines the number of CP functionalities, the goal congruence of CP functionalities, and the goal complementarity of CP functionalities influence on consumers’ perceived capability and usability. Then, the effects of perceived capability and usability on consumers’ expected utility. Also, this study examines the moderating role of product familiarity on consumer valuation. After reviewing related literature, we develop a research framework to examine the relationships. A total of 142 effective samples are collected and analyzed. The major findings of this study are as follow: (1) Consumers have higher perceived capability and lower perceived usability for CPs equipped with a larger number of functionalities. (2) Consumers have higher perceived capability and lower perceived usability for CPs equipped with goal-incongruent functionalities. (3) Consumers have higher perceived capability and perceived usability for CPs equipped with goal-complementary functionalities. (4) Perceived capability is found to be a strong predictor of expected utility. (5) Product familiarity plays a moderating role in the relationship of perceived capability on expected utility.