摘要
在竞争日益激烈App行业中,企业往往会对已有的产品进行创新来丰富App的属性,进而达到吸引用户的目的。现有关于产品创新位置的研究多从外部影响因素出发,并未充分考虑产品本身类型的影响。本文基于调节定向理论,探讨了创新位置(中心属性/外围属性)与产品类型(实用型产品/享乐型产品)的匹配性对产品评分的影响。通过二手数据和情景实验分析发现:外围创新更有利于提高消费者对实用型产品的评分,中心创新更有利于提高消费者对享乐型产品的评分;外围创新通过弱化消费者的感知风险,进而提升消费者对实用型产品的评分;中心创新通过强化消费感知收益,进而提升消费者对享乐型产品的评分。
With the increasingly fierce competition in the App industry,many developers will choose to innovate existing products to enrich the App’s attributes,and thus in order to attract more users.Extant literature on innovation locus of product mostly based on external influence factors,and does not fully consider the impact of the type of the product itself.Based on the regulatory focus theory,the study explored the interactive effect of the innovation locus(central attribute and peripheral attribute)and product types(utilitarian and hedonic)on the product ratings.Through the analysis of secondary data and scenario experiments,it found that peripheral innovation is more conducive to improving consumers’evaluation of utilitarian products,and central innovation is more conducive to improving consumers’evaluation of hedonic products.Participants in the utility product group would give higher product ratings for peripheral innovation,because peripheral innovation can weaken perceived risk.However,participants in the hedonic product group scored higher on the central innovation,which was due to the central innovation that enhanced perceived benefits.
作者
黄敏学
严燚
龚璇
Huang Minxue;Yan Yi;Gong Xuan(School of Economics and Management,Wuhan University)
基金
国家自然科学基金重大研究计划重点支持项目(91746206)
国家自然科学基金面上项目(71672132)的资助
关键词
创新位置
产品类型
感知风险
感知收益
调节定向理论
innovation locus
product types
perceived risk
perceived benefit
regulatory focus theory
