产品功利、享乐属性对消费者满意的影响研究

The Influence of Utilitarian and Hedonism Attributes of Products on Consumer Satisfaction

文章证实了产品功利属性带给消费者的是基本满意,而产品享乐属性能够带给消费者更高的满意程度。通过问卷调研,构建了基于功利、享乐选择的消费者满意结构方程模型,并得出消费者对产品享乐属性的关注带来的决策满意度和消费满意度要高于对产品功利属性的关注带来的决策满意度和消费满意度的结论。因此,在成本预算约束下,为了提高一种产品上市成功的可能性,产品设计者和营销者需要在产品的享乐属性与功利属性间进行权衡。

The paper proves that the utilitarian attribute of products gives consumers basic satisfaction, while the hedonism attribute brings more satisfaction to consumers Through ques- tionnaire, a consumer satisfaction equation model based on utilitarian and hedonism choices is constructed. The result shows that consumers＂ concern on products＂ hedonism attributes brings more decision and consumption satisfaction to them than their concern on utilitarian. Therefore, under the constraints of cost budget, in order to improve the possibility to build a successful new product market, product designers and marketers should find a balance between the two attributes.