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ISSN : 1229-8778
This study examined that whether it is different or not in consumers' perception of product category, memory retrieval, consideration set, attitude and purchase intension on ambiguous categorization digital convergence products, depending on linguistic category cue and categorization method. The results shows that consumers were tend to have a perception of the new product as providing product linguistic category cue. Also it affects on in the way of they are remembering as well. If the consumer provided the linguistic category cue as in taxonomic categorization which is helping product categorization, people remembered much more accurate than in condition of providing goal-derived categorization. And when the target products are divided into different condition as 1) existing and taxonomic categorization, 2) existing and goal-derived categorization, 3) new product and taxonomic categorization, 4) new product and goal-derived categorization, only in condition of new product and goal-derived categorization people tend to take part in consideration set highly even when they are buying existing product. The target product case as existing product category, consumers' attitude and purchase intension is shown low. But in case of goal-derived categorization the effect of typicality is reduced.
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