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

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.