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Media and Convergence Management pp 163–176Cite as

Convergence and Consumer Behavior

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Abstract

Convergence and consumer behavior are closely related and impact each other. In particular, the TIME sectors, represented by companies belonging to the areas of technology, information, media, and entertainment, are affected by convergence and changes in consumer behavior. The chapter outlines the concepts of convergence and consumer behavior and selected aspects of their relationship. The effects of convergence on the consumers’ environment as well as the relationship of consumer lifestyles and convergence are analyzed. A model of technology acceptance is introduced that may help to explain the success or failure of convergence features and services. Current trends in consumer behavior are described and related to convergence. The chapter ends with a brief discussion on multifunctional mobile end devices, the merger of TV and Internet, and some effects on industry that result from the developments.

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Author information

Authors and Affiliations

  1. Alpen-Adria Universität Klagenfurt, Universitätsstraße 65-67, 9020, Klagenfurt, Austria

    Ralf Terlutter & Martina Moick

Authors
  1. Ralf Terlutter
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  2. Martina Moick
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Corresponding author

Correspondence to Ralf Terlutter .

Editor information

Editors and Affiliations

  1. Institut für Kommunikationswirtschaft, Alpen-Adria Universität Klagenfurt, Universitätsstraße 65-67, Klagenfurt, 9020, Austria

    Sandra Diehl

  2. Institut für Kommunikationswirtschaft, Alpen-Adria-Universität Klagenfurt, Universitätsstraße 65-67, Klagenfurt, 9020, Austria

    Matthias Karmasin

Appendices

Exercise questions

  1. 1.

    Provide an overview of the different aspects of convergence and explain briefly which level of convergence is primarily of importance for consumer behavior.

  2. 2.

    Explain the system of humans’ internal processes and relate this to a “converged” device, e.g., a tablet computer.

  3. 3.

    Which environments of humans can be differentiated? Discuss how convergence has influenced these environments.

  4. 4.

    Which fundamental idea does the TAM pursue and on which constructs is it based? Discuss extensions of the model already available in the literature. Discuss additional constructs that may be considered in research in terms of consumer behavior and convergence.

  5. 5.

    How has the use of converged devices influenced consumer behavior?

Reflexive questions

  1. 1.

    Describe the current developments with regard to the merging of TV and Internet.

  2. 2.

    What are the major challenges for the industry in terms of customized expectations in the era of convergence?

  3. 3.

    Discuss the possibilities of recent market research in consideration of Social Media platforms. In the next step, also explain potential pros and cons and give examples for the implementation of market research 2.0.

  4. 4.

    In terms of user-generated content, converged end-user devices, and increasing consumer expectations, how can marketers generate consumer loyalty?

  5. 5.

    Which features and additional information could be offered in interactive advertisements for Tablets to generate added value for consumers? Discuss the issue in relation to the areas of food, automobile, and event.

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Terlutter, R., Moick, M. (2013). Convergence and Consumer Behavior. In: Diehl, S., Karmasin, M. (eds) Media and Convergence Management. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-36163-0_11

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