产品属性测量中的二维结构:一项实证研究

Empirical Study of the Dual-dimensionality of Measuring Product Attributes

通过实证研究验证产品属性测量中的二维结构现象,并开发测量产品功能性和享受性属性的量表。通过文献回顾、设计量表、收集数据、信度检验和效度检验以及结构方程模型分析等对测量中的二维结构问题和如何开发测量量表进行了充分讨论。研究的理论贡献在于2个方面:①同时研究同一产品的享受性和功能性属性;②验证了产品属性测量中存在的二维结构,为未来研究找到了一个全新的视角。最后,还讨论了研究的管理意义和局限性。

Products has two kinds of attributes, namely, utilitarian attributes and hedonic attributes. Consumers often evaluate the products on the basis of these attributes. However, few studies has been clone in examining the utilitarian and hedonic dimensions of a product simultaneously. The dual-dimensionality of product attributes was validated. The theoretical results include： （1） examining hedonic and utilitarian attributes on the same product simultaneously, （2） validating the dual --dimensionality of the product attributes. Finally, both the managerial implications and the limitations of this study were also discussed.