Product integration formats and consumers' evaluations of the online extended product: A product integration perspective

Peijian Song, Cheng Zhang, Heng Xu, Lihua Huang

Research output: Contribution to journalConference article

Abstract

After launching new products, firms are spending substantial amount of resources into cross-product integration to attract traffic. While customers place increasing value on product integration, little is known about the influence of product integration on consumers' evaluation of extended product. Based on the product presentation perspective, this study proposed and validated a research model through a scenario-based experiment. The findings suggest that value added integration, rather than the data interface and add-on module integration, is associated with a higher level of perceived diagnosticity. Perceived diagnosticity had a significant influence on consumers' evaluations of the extended product. This study contributes to the research and practice by providing insights about product promotion within the online context.

Original languageEnglish (US)
Pages (from-to)325-334
Number of pages10
JournalProceedings of the International Conference on Electronic Business (ICEB)
StatePublished - Dec 1 2009
Event9th International Conference on Electronic Business, ICEB 2009 - Macau, China
Duration: Nov 30 2009Dec 4 2009

All Science Journal Classification (ASJC) codes

  • Business, Management and Accounting(all)
  • Computer Science(all)

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