产品“人性化”:内涵、维度与测量  

作　　者：彭璐珞[1,2] 彭泗清[2] 

机构地区：[1]香港城市大学市场营销系 [2]北京大学光华管理学院

出　　处：《企业经济》2015年第11期33-37,共5页Enterprise Economy

基　　金：国家自然科学基金青年项目"中西合璧;还是势不两立?--消费者对不同文化混搭现象的态度及其心理机制研究"(批准号:71302030);国家自然科学基金项目"贫富分化加剧下的‘压力应对型’消费行为:类型;心理机制与影响"(批准号:71372025)

摘　　要：在消费升级背景下,产品"人性化"日益成为产业界关注的话题。如何在新产品开发中提高人性化程度,已经成为企业必须面对的挑战。但是,营销学界对产品的"人性化"还没有形成系统的理论和测量工具,不少企业在如何落实产品的"人性化"方面也感到十分迷茫。本文首先对一项开放式问卷调查的资料进行内容分析,提出了"人性化"产品的概念和四个维度——"人体"、"人脑"、"人心"、"人类",其后根据研究的结果进行问卷调查,以因子分析初步证实了上述四维度的存在,并指出"人心"、"人类"维度是未来"人性化"的重点发展方向,这也与近年来体验营销、绿色营销盛行的趋势相吻合,具有重要的营销启示意义。The topic of ＂humanistic product＂ has become a hotspot in the Chinese market recently. However, this multidimensional concept has never been explicitly defined and measured in previous literatures. Based on an open-ended survey and a structured questionnaire survey, this paper defined the concept and summarized four dimensions of ＂humanistic product＂： beneficial to the human body, adaptive to the human brain, pleasing to the human mind, and friendly to the human being. Then, we developed a ＂Humanistic Scale＂ as a measure of product humanistic characteristics and tested its validity through an exploratory factor analysis. The implications of this conceptualization for theory building, research and management practice were then briefly discussed.

关 键 词：人性化产品 内容分析 因子分析 人性化量表 

分 类 号：F713[经济管理—产业经济]