Research On The Influence Of Online Product Integration On Usage Transfer Behavior

As the competition is keen among online content and service providers, diversification stategy has become more and more pouplar for lots of Internet related coporations.Facing the opportunities of diversification strategy,makeing full use of existing resources and creating the synergy effect are the key success factors for the diversification strategy.For an online product,the most important resource is traffic and the huge number of customers behind the traffic.Undoubtly,after launching new product,these corporations want to induce existing customers to use new online products,i.e.making use of information technology usage transfer to promote new products.As an important tool to take advantage of existing traffic,cross product integration has become a critical part for online products design.Facing the increasing requirement of cross product integration,this study tries to analysis the influence of online product integration on IT usage transfer.Actually,during the process of launching new products,brand extension is the frequently used strategy.This study will also analyze the influence of product integration on brand extension and the impact of brand extension on IT usage transfer.This research will help companies to achieve the synergy effect,and maximize the benefits of diversification stategy.This study first gives a clear explanation about the relevant concepts.Based on the literature review,we emphasized the importance of studying the effects of online product integration on brand extension and information technology usage transfer. Based on the introduction of information processing theory,categorization theory and the concept of entitativity,we discuss the applicability of these theories on the understanding of brand extension and information technology usage transfer.Then, we propose the theoretical model about the impact of product integration on usage transfer.This dissertation does an experiment to test our research model about the product integration and brand extension.Results show that technology product integration has a positive impact on the perceived tie.Perceived tie has positive impact on the attitude toward the extended product.At the same time,user experience moderates the effects of product integration on perceived tie. Consequently,this dissertation does a survey to test our research model about the brand extension and information technology usage transfer.Results show that perceived tie,perceived fit and the attitude toward the parent brand have positive impact on the attitude toward the extended product.At the same time,perceived fit moderates the effects of attitude toward parent brand on attitude toward extended product.This study further explores the influencial path between online product integration and brand extension and identifies the mediating role of product presentation in the effects of online product integration on attitude toward extended product.At the same time,using the click-through data of 202 websites,we also further confirms the relationship between product integration and usage transfer. Contributions,practical and theoretical implications,limitations and future research are presented in the end.