产品设计与性能冲突对消费者决策过程的神经学影响

发布时间：2018-06-06 15:43

本文选题：产品设计 + 性能冲突　；参考：《南开管理评论》2017年02期

【摘要】：采用事件相关电位(Event-Related Potentials,E R P s)方法研究产品设计与性能的冲突对消费者决策过程的影响。在网络购物环境下,消费者对展示了设计与性能的产品进行购买决策,实验结束后根据设计(高审美吸引力/适中审美吸引力)与性能(高/低)是否一致将产品刺激划分为四种组别:组别1(一致:高审美吸引力设计+高性能)、组别2(冲突:高审美吸引力设计+低性能)、组别3(冲突:适中审美吸引力设计+高性能)和组别4(一致:适中审美吸引力设计+低性能)。研究结果显示,组别2和3会在大脑前额皮层诱发波幅较大的负成分N270波,说明消费者根据产品设计形成的性能期望与实际性能不符,形成了刺激与大脑内源信息的冲突,从神经学角度验证了"消费者认为高审美吸引力的设计意味着高性能"。组别1和2会在大脑顶区皮层诱发波幅较大的正成分P2波,这两个组别产品的确定购买率也较高,表明产品设计的美学对消费者的购买决策有正向影响。性能信息也影响着消费者对产品的审美体验,当产品设计的审美吸引力高时,冲突会降低消费者对产品的审美体验,进而降低产品的确定购买率;而当设计的审美吸引力适中时,冲突会提高消费者对产品的审美体验,进而提高产品的确定购买率。对比具有冲突的两个组别,组别2的产品确定购买率高于组别3,说明存在冲突时,审美体验也正向影响消费者的决策。该发现解释了消费者在网络购物时浏览商品照片和规格参数界面时的神经和心理层面的决策过程。
[Abstract]:Event-Related Potentials (E R P s) is used to study the impact of the conflict of product design and performance on the consumer decision-making process. In the network shopping environment, consumers purchase the products that show the design and performance. After the experiment, the design is based on the design (high aesthetic appeal / moderate aesthetic appeal). Can (high / low) agree to divide product stimulus into four groups: group 1 (conformance: high aesthetic attraction design + high performance), group 2 (conflict: high aesthetic attraction design + low performance), group 3 (conflict: moderate aesthetic attraction design + high performance) and group 4 (consistent: moderate aesthetic appeal design + low performance). Research results show group 2 And 3 in the brain prefrontal cortex to induce a larger amplitude negative component N270 wave, indicating that consumers' performance expectations based on product design are inconsistent with actual performance, forming a conflict between stimulus and brain source information. From the neurology point of view, "consumers think that the design of high aesthetic attraction means high performance". Group 1 and 2 will be in large scale. In the cortex of the top of the brain, the positive component P2 wave with larger amplitude is induced, and the purchase rate of the two groups is also higher, indicating that the aesthetics of product design has a positive impact on the consumer's purchase decision. The performance information also affects the aesthetic experience of the consumer. When the appeal of the product design is high, the conflict will reduce the consumer's production. The aesthetic experience of the product reduces the purchase rate of the product, and when the aesthetic appeal of the design is moderate, the conflict will improve the consumer's aesthetic experience of the product, and then increase the determined purchase rate of the product. Compare the two groups with conflict, the group 2 of the group determine the purchase rate higher than the group 3, indicating the aesthetic experience when there is conflict. A positive impact on consumer decision-making. The discovery explains the neural and psychological decision-making processes of consumers when they browse the interface of commodity photos and specification parameters during the online shopping.
【作者单位】：北京邮电大学现代邮政学院;北京航空航天大学经济管理学院;
【基金】：国家自然科学基金重点项目(713320 03) 中国博士后科学基金项目(119103S263)资助
【分类号】：F713.55;TB472

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