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ISSN : 1229-8778
Two experiments were conducted to examine whether consumers' perceptional changes about the category and the typicality of both new and existing products are made when some linguistic categorical cues are presented to a new digital convergence product and to find out if the perceived product innovation and the perceived product risk on the new digital convergence product, introduced by some linguistic categorical cues, are moderated by consumers' prior knowledge or typicality of digital products. The results showed that consumers depend their perceiving the category of the new digital convergence product on the linguistic categorical cues presented and consumers highly feel the product typicality in new product category condition while they perceive low the product typicality in existing product categories condition. Also the perceived product innovation become higher if consumers' prior knowledge on new product categories is high or their prior knowledge on existing product categories is low. and consumers' perceived product risk depends on the typicality level that a product has in the category of products. although new product categories, it is revealed that consumers' perceived product risk become lower when consumers highly realize product typicality.
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