The market of complementary products, also known as third-party products, is becoming a type of industry and economy. According to The Fiscal Times (Oct 18, 2011), the global market for mobile phone accessories is expected to rake in an estimated $34 billion in revenue in 2011 and is predicted to hit an estimated $50.2 billion by 2015. Beyond being simply related products, it even influences increasing the value of main products. The best example of this phenomenon is the case of iPod. Since the first introduction of iPod in December 2001, aftermarket or the market of complementary products has expanded along with the breaking out sales of main products. iPod created large scales of aftermarket and the sales of iPod-related accessories reached $700 million in 2005 just after 4 years of the introduction of iPod (CNN Money Jan 12, 2006). Complementary product is getting more important as a new market. Blue ocean strategy by Kim and Mauborgne (2005) emphasizes the significance of providing complementary products and services that can affect the value of main products to reconstruct a market borderline. Therefore, studies on the influence of complementary products on main products are highly necessary and this study explores how perceived characteristics of complementary products influence the patronage of main products through the mediating variables such as the perceived value and switching cost of main products. From the previous studies, this research adopts variety, compatibility and price as the important characteristics of complementary products that can affect the perceived value of main products. First, consumers prefer diversity and the variety of products increases consumer welfare (Brynjolfsson et al. 2003). According to Pae and Jung (2002), various complementary products with compatibility give positive effects on network externalities and increase the value of current technology. Finally, price has two different indicators: financial sacrifice to purchase a product and the perception of the quality of a product (Dodds et al. 1991; Sweeney et al. 1999). Perceived price gives positive effects on the perceived quality of products. Therefore, Hypotheses 1, 2 and 3 are derived: H1. Perceived variety of complementary products increases the perceived value of main products. H2. Perceived compatibility of complementary products increases the perceived value of main products. H3. Perceived price of complementary products increases the perceived value of main products. Pae and Jung (2002) support that diverse complementary products increase the switching cost of present technology. However, Farrell and Klemperer(2007) identifies that consumers have less switching cost as the products have more compatibility. Incompatible complementary products cause financial loss (Burnham et al.2003). In other words, consumers get financial loss or financial switching cost if their complementary products do not work with their new product. Hypotheses 4, 5 and 6 are derived from this background literature: H4. Perceived variety of complementary goods increases the perceived switching cost of main products. H5. Perceived compatibility of complementary goods decreases the perceived switching cost of main products. H6. Perceived price of complementary products increases the perceived switching cost of main products. According to Yoon et al. (2004), customer value affects the switching cost perceived by customers. It is very important in explaining switching cost. Also Kim and Cho (2004) confirm that the perceived value of products increases perceived switching cost. Therefore, Hypothesis 7 is derived from this background literature: H7. Perceived value of main products increases the perceived switching cost of main products. Perceived value comes from the trade-off between perceived price and quality, which is the most important factor influencing purchase intention (Chang and Wildt 1994). Also, Kim and Oh (2002) support that perceived switching cost influences repurchase intention positively and increases supplier dependence. Customers experience psychological, economic and time costs in replacing a service provider, and this hampers replacing. Hypotheses 8 and 9 are derived: H8. Perceived value of main products increases the patronage of main products. H9. Perceived switching cost of main products increases the patronage of main products. This research adopts iPod as the main product because it needs a main product that has many users and various complementary products. It uses a survey method, selects three hundred 10-30 years old man and women in Seoul, Korea, and uses 7 point Likert scales for the measurement of constructs. It runs reliability tests and factor analyses with SPSS 12.0 and performs structural equation modeling analysis with AMOS 5.0 to test the hypotheses. Reliability tests of all the scales show Chronbach’s alpha above 0.7, which indicates enough internal consistency of all the scales used. In the results of construct validity test, exploratory factor analysis shows clear factor loadings for the constructs in the research model. It employs principal component analysis and varimax rotation for the factor analysis. To test the goodness of fit of the research model, it runs structural equation modeling using AMOS 5.0. It uses maximum likelihood method. All the goodness of fit indexes show acceptable fit of the model. The results show that (1) the characteristics of complementary products, variety, compatibility and price, increase the perceived value of main products; (2) the perceived variety and price of the complementary products positively affect the perceived switching cost of main products; (3) the perceived compatibility of complementary products decreases the perceived switching cost of main products; (4) contrary to the hypothesis, perceived value of main products does not significantly increase the perceived switching cost of main products; (5) the perceived value and switching cost of main products positively affect the patronage of main products. This study identifies the importance and the characteristics of complementary products, and examines the processes through which the characteristics of complementary products affect the patronage of main products. In terms of marketing practices, this study suggests that third-party products become significant means for customer retention and sales increase because they can increase the value and switching cost of the main product. Therefore, investment for the development of complementary products becomes a critical strategic decision to make in product development and the increase of product patronage.

互补品，即第三方产品渐渐成为一种产业和经济。据《金融时代》（2011年10月18日）报道，2011年手机配件的全球市场收入总额约为340亿美元，到2015年预计将达到502亿美元。手机配件不仅仅是一种附带产品，也使主营产品的价值得到提高。最恰当的例子是苹果品牌中的ipod产品。ipod在2001年12月的首次推出之后，其互补品伴随着该产品的热卖便涌入市场。仅仅在ipod推出四年后，2005年ipod相关配饰的销售总额到达7亿美元（CNN金融，2006年1月12日）。互补产品正在成为越来越重要的一种市场产品。Kim和Mauborgne共同提出的深海战略强调了能够影响主营产品价值的互补产品和服务的重要性。因此，关于互补产品对主营产品影响的研究是十分必要的。本文主要研究互补产品的感觉特征对主营产品的赞助有何影响，应用感知价值和转换成本作为调节变量在之前相关研究的基础上，本文采用变量，兼容性和价格作为互补品对主营产品影响的重要特征。首先，消费者倾向于产品的多样性以提高消费者福利(Brynjolfsson et al. 2003)。Pae与Hyun (2002)的研究中显示，具备兼容性的多种互补产品对网络客观性有积极影响，也增强了现代技术的价值。最后，价格有两种不同的参数：购买产品的价格与产品质量感知(Dodds et al. 1991; Sweeney et al. 1999)。价格认知度提升了产品的感知质量。由此，可以得出假设一，假设二与假设三：假设一：对互补品的种类认知会提升主营产品的感知价值。假设二：对互补品的兼容性认知会提升主营产品的价值。假设三：对互补品的价格认知度提升主营产品的价值。Pae 和Hyun认为互补产品的多样性提升了现代技术的转换成本。然而，Farrell 与Klemperer(2007)却认为产品的兼容性越高消费者的转换成本越低。互补产品的不兼容性会引起经济上的损失(Burnham et al.2003)。换言之，如果互补产品不与新产品同步推出，消费者便会遭受经济损失或经济转换成本。由此，便可得出假设四，假设五与假设六：假设四：互补品的种类认知会提升主营产品的转换成本。假设五：对互补品的兼容性认知会减少对主营产品转换成本的认知。假设六：对互补品价格的认知度提升对主营产品转换成本的认知。Yoon et al. (2004) 认为消费者价值影响消费者认知转换成本。对于转换成本的研究十分必要。同时Kim与Cho (2004)指出产品感知价值提升认知转换成本。因此，得出假设七：假设七：主营产品感知价值提升主营产品转换成本认知度。感知价值源于感知价格与质量的商品交换，感知价格与质量是影响购买意图的重要因素(Chang and Wildt 1994)。同时，Kim and Oh (2002)认为转换成本认知度对二次购买意图产生积极影响并提高供应商依赖性。消费者经验在取代服务供应商方面花费心理，经济和时间成本，同时也对其有阻碍作用。由此而得出假设八和假设九：假设八：主营产品感知价值提升主营产品的赞助。假设九：主营产品转换成本认知度提升主营产品的赞助。本研究以ipod产品为例，ipod是一种拥有广大客户群与各式各样的补充产品的主营产品。研究以300位生活在韩国首尔的10-30岁之间的老年男性与女性为研究对象，利用7点李克特量表为衡量标准。SPSS 12.0用来进行可靠性测试与因素研究。运用结构方程式模型分析AMOS 5.0测试文中假设。可靠性测试结果显示Chronbach’s alpha系数高于0.7，这表明所有的使用尺度足够的内部一致性。效度测试的结果中，在研究模型中探索性因子分析显示清晰的因子载荷。它采用主成分分析，因子分析和最大方差旋转。运用AMOS5.0结构方程模型测试研究模型的适应度，。它使用最大似然法。所有合适的索引显示可接受并适合的模型。研究结果表明：1、互补品的特性，包括其种类、兼容性和价格，会提升主营产品的感知价值。2、对互补品的种类及价格认知度对主营产品的转换成本认知度有积极影响。3、互补品的兼容性认知度会削弱对主营产品转换成本的认知度。4、与假设相反，主营产品的感知价值并未极大地提升主营产品的转换成本认知度。5、主营产品的感知价值及其转换成本对主营产品的赞助有积极影响。这份研究确定了互补品的重要性及其特性，调查互补品的特性对主营产品的赞助有何影响。在营销实践方面，这份研究显示，互补品在客户保留和提升销售量方面成为重要手段，因为它可以提升主营产品的价值及其转换成本。因此，在产品发展和增加产品赞助方面，投资于互补品发展成为了需要做的重要的战略上的决定。