Consumer-perceived Value of Digital Product Innovations

This research investigates the user-perceived values of digital product innovations. We evaluate how hardware-driven innovation design strategies impact the users' appraisals of digital products. Text-mining techniques are employed to identify/classify the hardware components of a digital product and the corresponding consumers' sentiments on the innovation designs. The classifications of product innovation strategies are incorporated into the empirical analyses in a hierarchical manner to assess the impacts of distinct digital product designs on consumers' evaluations. The preliminary outcomes suggest that positive consumers' evaluations are closely associated with the design strategies introducing innovative components into digital devices. We further find that hardware and software components require different innovation design approaches to enhance users' assessments. The findings of this research are expected to create new knowledge for both researchers and practitioner in appreciating the effective digital product designs and in formulating strategic product positioning in a competitive market.