消费者产品信号组合外显与内隐偏好的实证比较  

The Comparison between Consumer Explicit and Implicit Preference Based on Product Signal Mix

作　　者：丁波[1] 宋思根[1] 

机构地区：[1]安徽财经大学工商管理学院,安徽蚌埠233030

出　　处：《蚌埠学院学报》2013年第2期62-67,共6页Journal of Bengbu University

基　　金：教育部人文社科研究青年项目(10YJC630209);安徽省自然科学基金(11040606M21);安徽财经大学研究生创新基金项目(2011YJSCX031)

摘　　要：信号是制造商和销售商面对消费者逆向选择所采取的重要手段。通过了解消费者对产品信号及其水平的偏好程度,制造商和销售商才能有针对性地进行产品生产和销售活动。分别以选购品和便利品为研究对象,采用外显与内隐两种测量方法对消费者产品信号偏好进行测量,结果发现:消费者对选购品单一信号及信号组合的外显偏好与内隐偏好存在显著差异;消费者对便利品单一信号及信号组合的外显偏好与内隐偏好具有较好一致性。Signal is adopted by producers to address consumers′ adverse selection.Consumers′ preference of product signal and their level enables producers and retailers to produce and sell products effectively.It uses explicit and implicit methods to measure consumers′ preference of selective product and convenient product.The data indicated that there is a notable difference between explicit preference and implicit preference when consumers buy selective product,and there is a prominent similarity between explicit preference and implicit preference when consumers buy convenient product.

关 键 词：产品信号 外显偏好 内隐偏好 

分 类 号：F713.55[经济管理—市场营销]