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Consumer perception of a new convergence product: A theoretical and empirical approach

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  • Lee, Misuk
  • Cho, Youngsang

Abstract

The purpose of this study is to develop a new framework for the market analysis of new convergence products based on their attributes and consumer utility. We propose a theoretical model to analyze the effect of convergence products on existing markets, and categorize convergence products into three types and derive the consumer demand for each type. We empirically apply our theoretical model to analyze the Internet Protocol Television service in South Korea. This study might provide meaningful implications for the demand analysis of new convergence products in that it approaches the phenomenon of technological convergence from product and market perspectives.

Suggested Citation

  • Lee, Misuk & Cho, Youngsang, 2015. "Consumer perception of a new convergence product: A theoretical and empirical approach," Technological Forecasting and Social Change, Elsevier, vol. 92(C), pages 312-321.
    • Handle: RePEc:eee:tefoso:v:92:y:2015:i:c:p:312-321
    DOI: 10.1016/j.techfore.2014.12.006
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    References listed on IDEAS

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    1. Train,Kenneth E., 2009. "Discrete Choice Methods with Simulation," Cambridge Books, Cambridge University Press, number 9780521766555, September.
    2. Kelvin J. Lancaster, 1966. "A New Approach to Consumer Theory," Journal of Political Economy, University of Chicago Press, vol. 74(2), pages 132-132.
    3. Kamel Jedidi & Z. John Zhang, 2002. "Augmenting Conjoint Analysis to Estimate Consumer Reservation Price," Management Science, INFORMS, vol. 48(10), pages 1350-1368, October.
    4. William James Adams & Janet L. Yellen, 1976. "Commodity Bundling and the Burden of Monopoly," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 90(3), pages 475-498.
    5. Simonin, Bernard L. & Ruth, Julie A., 1995. "Bundling as a strategy for new product introduction: Effects on consumers' reservation prices for the bundle, the new product, and its tie-in," Journal of Business Research, Elsevier, vol. 33(3), pages 219-230, July.
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    Citations

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    Cited by:

    1. Kim, Jiwhan & Nam, Changi & Ryu, Min Ho, 2020. "IPTV vs. emerging video services: Dilemma of telcos to upgrade the broadband," Telecommunications Policy, Elsevier, vol. 44(4).
    2. Ioannis Anagnostopoulos & Anas Rizeq, 2021. "Conventional and neural network target‐matching methods dynamics: The information technology mergers and acquisitions market in the USA," Intelligent Systems in Accounting, Finance and Management, John Wiley & Sons, Ltd., vol. 28(2), pages 97-118, April.
    3. Aaldering, Lukas Jan & Leker, Jens & Song, Chie Hoon, 2019. "Uncovering the dynamics of market convergence through M&A," Technological Forecasting and Social Change, Elsevier, vol. 138(C), pages 95-114.
    4. Sick, Nathalie & Bröring, Stefanie, 2022. "Exploring the research landscape of convergence from a TIM perspective: A review and research agenda," Technological Forecasting and Social Change, Elsevier, vol. 175(C).
    5. Shaojun Zhou & Yufei Liu & Yuhan Liu, 2024. "A Market Convergence Prediction Framework Based on a Supply Chain Knowledge Graph," Sustainability, MDPI, vol. 16(4), pages 1-20, February.

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    More about this item

    Keywords

    Convergence; Bundling; Market analysis; Similarity;
    All these keywords.

    JEL classification:

    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
    • D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media

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