The Effects of Product Quality and the Perceived Structural Relation Between Functions on the Value Inference of Convergence Products

Sara Kim, University of Chicago
Do-Hyung Park, Korea Advanced Institute of Science and Technology, Korea
This study extends previous studies on feature additions by showing that the perceived structural relation between old and added functions moderates the consumer evaluation of convergence products. This study shows that a new function contributes to the perceived value of a product more when the existing function is inferior if the new function and the existing function have a low perceived structural relation. However, when individuals infer the value of a new function based on a high perceived structural relation with an existing function, the impact of the new function will be greater when the existing function is superior.
[ to cite ]:
Sara Kim and Do-Hyung Park (2008) ,"The Effects of Product Quality and the Perceived Structural Relation Between Functions on the Value Inference of Convergence Products", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 767-768.