智慧健康产品试用中好奇与信念两者不同作用机制的分析与比较

Analysis and Comparison of Mechanism Between Curiosity and Beliefs in Smart Health Test Product Trial

产品试用是促进智慧健康产品推广和采纳的重要方式。但是试用前广告引发的好奇和信念效果往往呈现反向变化。因此,分析好奇和信念在吸引消费者参与和产品评价时谁将发挥主要作用是一个重要问题。本文以大学生为样本,采用实验室实验方法,通过两个研究发现:(1)相比于信念,消费者的好奇对试用智慧健康产品的参与意愿有更强的影响;(2)相比于好奇,消费者试用智慧健康产品前的信念对试用后信念有更强的影响。

Product trial is an important way to promote smart health test product and customers’adoption.However,curiosity and belief triggered by pre-trial advertisement usually oppositely change.Therefore,it is an important question to analyze which one will play the major role when customers make decision of participation and evaluate the product.This study takes college students as samples and adopts the laboratory experiment method through two experiments.The experimental results show that:(1)compared to belief,customers’curiosity has greater impact on customers’willingness to participate into smart health test product trial;(2)compared to curiosity,customers’pre-trial belief has greater influence on post-trial belief.