EVALUATION OF HYBRID (CONVERGENT) PRODUCTS FOR FUNCTIONAL USAGE PURPOSES AND CATEGORY SIMILARITY
Nowadays high-tech electronics industry changes the concepts of durable consumer products. Consumer products are transformed into multifunctional hybrid products that offer many features. The aim of this study is to investigate the effects of functional usage purpose and product change behaviors on the intention of purchasing. Data were collected from 101 people via an online questionnaire. Explanatory factor analysis and linear regression analysis were performed with the data collected. In addition, moderator analysis was carried out with category similarity and luxury / necessity of requirements. As a result of the analysis, it was determined that the functional usage purposes and the product changing attitude affected the purchase intention. In addition, it is concluded that this relationship is moderated by category similarity and the luxury / necessity of requirements.