earticle

영어

Introducing innovative/novel features into a new product has been a common practice in the digital product development. However, the actual effectiveness of product designs with innovative components in attracting consumers’ attention has not been well-understood. This research seeks to understand the strategic digital product designs along with hardware and software components for better consumers’ appraisals. The key tenets in (modular) product innovation theories are utilized to characterize the types of product design strategies with innovative components and to identify the corresponding consumers’ evaluations of digital products in the smartphone product context. The findings highlight the pivotal role of strategic modular innovation designs in fostering consumers’ positive evaluations. In particular, the complementary relationships between radical and incremental hardware components embedded in a new product and the importance of familiarity in evaluating novel features are observed.