产品信号与消费者认知价值变迁

Product Signals and Transition of Consumer Perceived Value

按照信息经济学的观点,消费者与企业构成委托——代理关系,企业通过发出的产品信号来影响消费者的认知价值,进而影响消费者的购买决策。一直以来,消费者认知价值被抽象为单一的产品质量,产品信号对多维消费者认知价值的作用机制缺乏研究。正交设计实验结果显示,品牌、价格、款式、基本功能、扩展功能,甚至原产地等产品信号对消费者质量价值、价格价值、社会价值和情感价值的变化存在不同程度的影响;如果将产品信号设为既定,消费者关于零售商的信念对质量价值、价格价值和情感价值存在显著影响。

According information economics, the relationship between consumers and companies are principal-agency, companies transmit product signals to impress the consumers＇ perceived value, expecting to influence the consumers＇ decision-making. The researchers have regarded perceived value as mono-dimension product quality for a long time, the effect mechanism of product signals to multi-dimension consumer perceived value has received little research attention. Our orthogonal design experiment finds that product brand, price, style, basic function, extension function, even country of origin etc. product signals have some different extent influence on the consumers＇ product quality value, price value, social value and emotional value; What＇s more, Consumer belief in a special retailer has significant influence on quality value, price value and emotional value while holding the product signals.