产品体验多样性对购买后评价的影响

发布时间：2018-01-09 14:11

本文关键词：产品体验多样性对购买后评价的影响　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：学术界一直不乏对于产品多样性的研究,但是目前对于产品多样性的探索多局限于产品线和产品组合的研究框架,缺乏从消费者行为学的角度来考察这一议题。而本文与以往的关注产品多样性的研究不同,本文的研究更多地关注于产品购买后的产品感知体验多样性对产品评价的影响。并且在现有的研究感知体验多样性文献的基础上,探究并验证其内在的作用机制,提出了产品体验多样性对产品购后评价产生影响的模型,并采用实验法对模型进行了实证检验。本文通过3个实验研究发现,产品体验多样性影响消费者对于产品的购后评价。其机制在于消费者感知到的产品体验多样性越少,感知使用频率越高,由于使用频率对购买后评价会产生正向影响,因此消费者对产品的购买后评价会更积极。本研究研究发现,感知的使用体验多样性对产品购后评价的关系在不同产品使用场景下会出现不同的结果。进一步,本研究提出了产品使用场景的调节作用,即在日常场合产品使用情境下,消费者体验多样性较低会提高消费者对其产品的购后评价。而在特殊场合产品使用情境下,消费者体验多样性较高会提高消费者对其产品的购后评价。具体而言,在日常场合产品使用情境下,由于元认知困难会导致消费者对产品产生较低的评价,因此消费者体验多样性较低会提高消费者对其产品的购后评价。然而,在特殊场合产品使用情境下,元认知困难使得消费者对产品做出较高的评价。因此消费者体验多样性较高会提高消费者对其产品的购后评价。最后,本文就研究结果的理论贡献及管理启示进行了讨论,并提出了本研究的局限性及未来研究展望。具体而言,本研究为多样性的研究拓展了研究情景,本研究证实了产品使用体验影响产品购买后评价,本研究的研究结果进一步拓展了对于消费者感知使用频率的理解,本研究发现产品体验多样性对产品购后评价的负向影响是针对与日常情景下使用的产品而言。而对于特殊场合情景下使用的产品,产品体验多样性越多,消费者对产品的购后评价可能越高。为今后与此相关的研究提供了思路。同时本文为营销实践提出了切实可行的建议,例如,在广告中把使用体验描述成具有较多共性体验特征的日常产品,会导致消费者感知到更高的产品使用频率,从而提高消费者的忠诚度和重复购买的可能性。本文对于营销人员在营销策略的选择上具有指导意义。
[Abstract]:There has been no lack of academic research on product diversity, but the current exploration of product diversity is limited to the research framework of product line and product combination. There is a lack of consumer behavior to examine this issue, and this paper is different from previous studies focusing on product diversity. The research in this paper focuses more on the impact of product perception experience diversity on product evaluation after product purchase, and on the basis of the existing literature on perception experience diversity. Explore and verify its internal mechanism, put forward the product experience diversity impact on the post-purchase evaluation model, and use the experimental method to carry out an empirical test of the model. Product experience diversity affects consumers' post-purchase evaluation. The mechanism is that the less product experience diversity consumers perceive, the higher the perceived use frequency. Since the frequency of use will have a positive impact on post-purchase evaluation, consumers will be more active in post-purchase evaluation. The relationship between perceived use experience diversity and product post-purchase evaluation will have different results under different product usage scenarios. Further, this study proposed the regulatory role of product use scenarios. That is, in the daily situation of product use, the low diversity of consumer experience will improve consumers' post-purchase evaluation of their products, while in the special situation of product use. Higher consumer experience diversity will improve consumers' post-purchase evaluation of their products. In particular, in the daily situation of product use, due to metacognitive difficulties, consumers will have a lower evaluation of the product. Therefore, the low diversity of consumer experience will improve consumers' post-purchase evaluation of their products. However, in the special situation of product use. Metacognitive difficulties make consumers to make a higher evaluation of the product. Therefore, the higher diversity of consumer experience will improve consumers' post-purchase evaluation of their products. Finally. This paper discusses the theoretical contribution and management implications of the research results, and puts forward the limitations and future research prospects of this study. In particular, this study expands the research scenarios for the study of diversity. The results of this study further expand the understanding of consumer perceived use frequency. This study found that the negative impact of product experience diversity on product post-purchase evaluation is for the products used in daily situations, and for the products used in special situations, the more product experience diversity. Consumers' post-purchase evaluation may be higher, which provides a way for future research. At the same time, this paper puts forward practical suggestions for marketing practice, such as. In advertising, the use experience is described as a daily product with more common experience characteristics, which will lead consumers to perceive a higher product use frequency. Therefore, it can improve consumer loyalty and the possibility of repeated purchase. This paper is of guiding significance for marketers to choose marketing strategies.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

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