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본 연구는 컨버전스 제품의 추가기능 수에 따른 소비자의 제품가용성 지각에 영향을 미치는 소비자의 자기조절초점 유형과 프리어나운싱의 시간적 거리 효과를 집단 간 실험설계(between subjects design)를 통하여 검증하였다. 연구 결과, 제품의 추가기능 수가 많을수록 소비자의 제품가용성 지각은 더 높게 나타났으며 예방초점의 소비자보다 향상초점의 소비자들이 컨버전스 제품의 추가기능 수에 따른 제품가용성을 더 높게 지각하는 것으로 나타났다. 또한 프리어나운싱의 시간적 거리에 따른 제품가용성 지각효과는 향상초점의 소비자보다 예방초점의 소비자에게서 유의미하게 나타났다. 즉 예방초점의 소비자는 컨버전스 제품의 추가기능 수가 많은 경우 프리어나운싱의 시간적 거리가 가까운 미래일 때 제품가용성을 더 높게 지각하였다. 본 연구는 컨버전스 제품에 있어 자기조절초점과 프리어나운싱의 시간적 거리간의 상호작용이 소비자의 가용성 지각에 중요한 변수임을 보여 주었다는데 의의가 있다. 또한 본 연구의 결과는 기업에게 타겟 소비자의 조절 초점에 따른 신제품 프리어나운싱의 적절한 시점을 선정하는데 유용한 시사점을 제공해 줄 수 있다.
Digital convergent products are omnipresent. Do consumers always evaluate convergent products with lots of new features positively? This study investigates how adding new features in convergent product affect on consumers' perceived product usability. This study also examines moderating effect of self-regulatory focus and new product preannouncement type. This study has a 2 (number of features: low/high) x 2 (regulatory focus: prevention vs. promotion) x 2 (temporal distance of preannouncement: near future vs. distance future) between subject design. The results demonstrated that consumers were more likely to perceive product usability higher when number of new features added was high. The moderating effect of self-regulatory focus was also significant. Compared to the prevention-focused consumers, promotion-focused consumers were more likely to perceive product usability higher when added new features were high. Lastly, it was found that three way effect was significant. When the number of new features added was high and preannouncement is near future, perceived product usability was higher for prevention-focused consumers compared to promotion-focused consumers. The implication of these findings were discussed.
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