期望、体验和即时评价对消费者学习的影响

The Influence of Expectations,Experience and Instant Evaluation on Consumer Learning

目的探讨消费者的期望、体验和即时评价对消费者学习的影响。方法采用2×2×3混合实验设计和两种食品材料,对140名本科生进行问卷考察。结果 1预测组对两种食品的评分有显著差异(口感t=6.000,P<0.001;新鲜度t=3.107,P<0.01;质量t=3.111,P<0.001);2有预期组对知名食品的质量评分显著低于预测组(质量t=-2.22,P<0.05),无预期组对知名食品的口感和质量评分显著低于预测组(口感t=2.27,P<0.05;质量t=2.28,P<0.05);3有预期的即时评价组对两种食品评分无显著差异,无预期的即时评价组对不知名食品的口感和新鲜度评分显著高于知名食品(口感的Paired t=-2.15,P<0.05;新鲜度的Paired t=-2.00,P<0.05);4有预期的即时评价组对两种食品的口感和新鲜度评分差异显著不同于延迟3天和延迟6天回忆组(口感t=2.180,P<0.05;新鲜度t=2.611,P<0.05;口感t=2.531,P<0.05;新鲜度t=1.989,P<0.05);5有预期的即时评价组间隔6天后对知名食品的评分显著不同于预测组(口感t=-2.692,P<0.01;新鲜度t=-2.075,P<0.05;质量t=-2.073,P<0.05),无预期的即时评价组间隔6天后对知名食品的评分显著不同于预测组(口感t=-3.81,P<0.001;新鲜度t=-3.24,P<0.05;质量t=-3.39,P<0.05)。结论当消费者先前持有对产品的期望,它会与体验共同影响对产品的回忆;当仅存在消费体验而不存在期望时,回忆趋于同体验相一致;存在即时评价效应,并可持续一段时间。

Objective To explore the influence of consumer expectations,experiences and evaluation on consumers learning. Methods Through 2 × 2 × 3 mixing experimental design,a total of 140 college students participated the current experiment via the method of questionnaire survey. Results 1 Reports of taste of the two brands differed in predict group（ taste t = 6. 000,P 0. 001; freshness t =3. 107,P 0. 01; quality t = 3. 111,P 0. 001）; 2 Experience with expectations group viewed the well- known brand of snack lower than Predict group（ quality t =-2. 22,P 0. 05）,while experience without expectations group viewed the well- known brand of snack lower than predict group（ taste t = 2,27,P 0. 05; quality t = 2. 28,P 0. 05）; 3 Reports of taste of the two brands did not differ in experience with expectations and instant evaluation group,while experience with no expectations and instant evaluation group viewed the less well- known brand of snack higher than well- known ones（ taste paired t =-2. 15,P 0. 05; freshness paired t =-2. 00,P 0. 05）;4 Experience with expectations and instant evaluation group differed with experience with 3- day delay group in their attitudes towards the two brands,as well as the experience with 6- day delay group（ taste t = 2. 180,P 0. 05; freshness t = 2. 611,P 0. 05; taste t =2. 531,P 0. 05; freshness t = 1. 989,P 0. 05）; 5 six days later,there were remarkable difference between experience with expectations and instant evaluation group and predict group（ taste t =-2. 692,P 0. 01; freshness t =-2. 075,P 0. 05; quality t =- 2. 073,P 0. 05）,as well as the experience with no expectations and instant evaluation group（ taste t =-3. 81,P 0. 001; freshness t =-3. 24,P 0. 05; quality t =-3. 39,P 0. 05）. Conclusion When Consumers have previously expectation on products,their evaluation is based on expectation together with consumption experience; when there exists consumption experience alone,their evaluation is consistent with experience; there exists instant evaluation effect,and it can persist for some time.