消费者如何看待和评价融合产品?——基于融合产品特征和消费者个体特征的分析

How Do Consumers Understand and Evaluate Convergent Products? An Analysis Based on Product Features and Individual Characteristics

融合产品是将不同品类的功能整合到一个平台上的产品形态,如智能手机等。电子科技的进步和消费者需求的拉动促使产品的融合不断成熟,逐渐成为高科技产品的主流。面对令人眼花缭乱的融合产品,消费者将如何进行评价?文章通过对融合产品领域文献的回顾和梳理,从融合产品的产品特征、消费者的个体特征两大方面深入细致地探讨了消费者对融合产品的评价机制及影响因素,整合了基础产品的特征、新增功能的特征、基础产品与新增功能之间的关系、消费者先前拥有的经历、消费者所花费的认知资源、消费者的心理解释水平等相关变量,最终提出了一个包含11个命题的全新的理论分析框架,为未来深入探讨该领域相关的问题提供了可借鉴的理论依据。

Convergent products, such as the Smartphone, can be defined as a platform which integrates functions from different categories. Due to the development of electronic technology and the drive of consumer needs, convergence has gradually become the main pattern of high-tech products. When facing various convergent products, how consumers make evaluations is an important research question. Through the process of literature review, we intensively discuss the mechanism of how consumers evaluate convergent products and investigate the factors that influence this process from two aspects： product features of convergent products and individual characteristics of consumers. In this research, we propose a new theoretical framework including 11 propositions, by integrating variables of base-product characteristics, features of additional functions, relations between base-product and additional functions, consumers＇ previous experience, cognitive resource, and construal level. This framework provides theoretical basis for future research in this field.