혁신성으로 구분된 두 소비자 집단에서 디지털컨버전스 제품의 구매요인 영향력 비교

In this paper, we examined the difference of the effects of buying factors in two consumer segments divided by the innovative behavior for digital convergence products, and developed relevant managerial implications. As the digital convergence product could be understood as a innovative bundling product, the buying factors of the digital convergence products were clustered in 3 groups：common innovation-bundling factors, innovation factors and bundling factors. Tests for the difference of regression coefficients of the purchasing factors in the two markets show that ① the early market is affected by both of the common innovation-bundling factors and the innovation factors, while the mainstream market is affected by all of the common innovation-bundling factors, the innovation factors and the bundling factors, ② the early market is more affected by the technical benefit, while the mainstream market is more affected by the pragmatic benefit, and ③ both of the two markets are affected by the compatibility and the message communicability. The relevant managerial implications for the successive diffusion of the digital convergence products can include ① in the entire period of the diffusion, enhancing the compatibility between consumer and product concept, performing constant and differentiated marketing communication activities, ② in the early market of the diffusion, introducing unique innovative product which provides obvious and differential synergy through the convergence, appealing to the technical benefit, and ③ in the mainstream market of the diffusion, improving the qualities and features of individual products for the digital convergence product, appealing to the pragmatic benefit, reducing the complexity of product.