组合约束下单一产品信号消费者决策贡献率  

Contribution Rate of Single Product Signal to Consumers' Decision-Making under Mix Restriction

作　　者：宋思根[1] 

机构地区：[1]安徽财经大学商务学院,安徽蚌埠233030

出　　处：《安徽大学学报（哲学社会科学版）》2009年第3期146-151,共6页Journal of Anhui University(Philosophy and Social Sciences Edition)

基　　金：教育部人文社会科学项目(07JA630087);安徽省高校自然科学研究重点项目(KJ2008A109)

摘　　要：信号是制造商面对消费者逆向选择问题所采取的重要手段。只有了解消费者在组合约束下产品属性及其水平的重要性排序,制造商才能针对性运用产品属性对消费者实施信号传递。正交设计实验结果显示,具有信号作用的产品属性在不同产品之间具有相似性,而组合约束下单一产品信号消费者决策贡献率具有较大差异,产品属性水平对消费者效用也会产生不同程度的影响。Signal is adopted by producers to address consumers＇ adverse selection. Consumers＇ ranking of product attributes and their level enables producers to transfer signals effectively to influence consumers＇ deci- sion-making. Orthogonal design experiment indicates that attributes of varying products, taken as signals, are similar. However, under mix restriction, contribution rate of single product signal to consumers＇ decision making varies considerably and the influence exerted by the level of product attributes on consumer utility is also different.

关 键 词：产品信号 信号组合 消费者决策 

分 类 号：F713.55[经济管理—市场营销]