产品服务组合要素对感知价值影响研究

The Influence of Product Service Portfolio on Perceived Value

作为产品服务组合最重要的三个要素,产品的品牌、属性和附加服务都是非常重要的研究对象。本文使用神经营销学的方法,打开顾客"价值认知黑箱",通过脑电实验,研究各要素对顾客感知价值的影响。研究结果表明,对于产品服务组合,品牌是一个基准因素。当消费者认为产品服务组合的品牌为知名品牌时,其对于附加服务及产品属性的好坏并不敏感,即此时感知价值对于服务和产品属性变化的敏感度较小;而当消费者认为某个产品服务组合的品牌较一般时,会对产品服务组合所提供的服务优劣和产品属性高低比较敏感,即此时感知价值对附加服务和产品属性变化的敏感度较大。最后通过实验分析的结论,为企业在推广产品服务组合时的市场竞争战略和资源配置方式提出若干建议。

Product brand, attribute and additional service are three most important elements of the product and service portfolio. In this paper we use the EEG experiment to study the impact of various factors on customer perceived value. In two online-shopping experiments, twenty two subjects were asked to decide whether to buy the products with respective brand and services(Experiment 1) and the products with respective brand and attributes(Experiment 2). The stimuli were divided into four groups: for experiment 1, P11(wellknown brand + general service), P12(unknown brand + superior service), P13(well-known brand + superior service), P14(unknown brand + general service);for experiment 2, P21(well-known brand + general attribute), P22(unknown brand + superior attribute), P23(well-known brand + superior attribute), P24(unknown brand + general attribute). The study shows that brand is a benchmark factor for product and service portfolio. When consumers mark the brand of product and service portfolio to be "well-known", they are not sensitive to the quality of additional services and product attributes. However, when consumers mark the brand of product and service portfolio to be "unknown", they will be more sensitive to the quality of service provided by the product and service portfolio and the level of product attributes, that is, the perceived value will be more sensitive to the changes of additional services and product attributes. The EEG wave reflected the impact of three elements on received value. For example, the P300 evoked by P11(P21) is higher than that of P13(P23), which means that the attribute of well-known brand could not get more cognitive resource allocation. The P300 s evoked by P12 and P22 are higher than those of P13 and P23. Thus, when the brand is unknown, it is more sensitive to the attributes and additional service at the level of value perception. Some suggestions are put forward for enterprises to promote the combination of products and services in the market competition strategy and resource allocation.