Convergence and Consumer Behavior

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.