1. A Study of the Attitude toward Convergent Products:
A Focus on the
Consumer Perception of Functionalities
S. K. Lee et al.,
Journal of Product Innovation Management, 2012
TuanAnh TRAN,
Digital Product Lab,
Dept. of Industrial & Systems Engineering, Dongguk University, Seoul, Korea

2. Introduction
Why this?
 Convergent products: Growing significantly. Samsung, Apple’s
smart phones, etc. Many functionalities are offered in one
single device.
 Little research to fully understand the nature of consumer
attitude toward convergent products
 Functionalities add values to the base product
 Sometimes, some consumers need dedicated products.
More research is needed
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3. Introduction
Discovers?
 How different combinations of a convergent product’s
functionalities affect consumer perceptions
 How perceived product functionalities affect consumer attitude
and purchase intention of the product
 The impact of functional diversity
 How consumers with high/low levels of innovativeness differ in
their assessment of convergent products.
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4. Contents
Procedure?
1. Theoretical background => Hypotheses
2. Survey & Data Collection
3. Data Analysis => Test Hypotheses
4. Discussions
5. Conclusions
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