How consumers assess product's features?: a case study of product features of smartphone

Authors:
Wee-Kheng Tan;Yi-Der Yeh;Shin-Jia Chen;Yu-Cheng Lin;Chia-Yu Kuo
Affiliations:
Department of Information & Electronic Commerce, Kainan University, Taoyuan County, Taiwan;Department of Information & Electronic Commerce, Kainan University, Taoyuan County, Taiwan;Department of Information & Electronic Commerce, Kainan University, Taoyuan County, Taiwan;Department of Information & Electronic Commerce, Kainan University, Taoyuan County, Taiwan;Department of Information & Electronic Commerce, Kainan University, Taoyuan County, Taiwan
Venue:
ASM'12 Proceedings of the 6th international conference on Applied Mathematics, Simulation, Modelling
Year:
2012

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Abstract

Assessing product features is often a multiple criteria decision-making problem. Consumers may mentally link related product features to simplify the decision making process. This study tests the above idea by using the case study of consumers assessing the product features of smartphones. Our analysis revealed that this is the case and bi-directional relationship may exist between product features. This has implications for new technology features such as NFC and its associated application (e-wallet). New product features need to entrench themselves as a collective part of the product by "locking" (linking) themselves to other existing and more established features. Other implications arising from the analysis are also discussed.