产品设计与性能冲突对消费者决策过程的神经学影响  

Neurological Impact of the Conflict between Product Design and Performance on Consumer Decision Process

作　　者：韩伟伟[1] 王晶[2] 

机构地区：[1]北京邮电大学现代邮政学院 [2]北京航空航天大学经济管理学院

出　　处：《南开管理评论》2017年第2期155-168,共14页Nankai Business Review

基　　金：国家自然科学基金重点项目(713320 03);中国博士后科学基金项目(119103S263)资助

摘　　要：采用事件相关电位(Event-Related Potentials,E R P s)方法研究产品设计与性能的冲突对消费者决策过程的影响。在网络购物环境下,消费者对展示了设计与性能的产品进行购买决策,实验结束后根据设计(高审美吸引力/适中审美吸引力)与性能(高/低)是否一致将产品刺激划分为四种组别:组别1(一致:高审美吸引力设计+高性能)、组别2(冲突:高审美吸引力设计+低性能)、组别3(冲突:适中审美吸引力设计+高性能)和组别4(一致:适中审美吸引力设计+低性能)。研究结果显示,组别2和3会在大脑前额皮层诱发波幅较大的负成分N270波,说明消费者根据产品设计形成的性能期望与实际性能不符,形成了刺激与大脑内源信息的冲突,从神经学角度验证了"消费者认为高审美吸引力的设计意味着高性能"。组别1和2会在大脑顶区皮层诱发波幅较大的正成分P2波,这两个组别产品的确定购买率也较高,表明产品设计的美学对消费者的购买决策有正向影响。性能信息也影响着消费者对产品的审美体验,当产品设计的审美吸引力高时,冲突会降低消费者对产品的审美体验,进而降低产品的确定购买率;而当设计的审美吸引力适中时,冲突会提高消费者对产品的审美体验,进而提高产品的确定购买率。对比具有冲突的两个组别,组别2的产品确定购买率高于组别3,说明存在冲突时,审美体验也正向影响消费者的决策。该发现解释了消费者在网络购物时浏览商品照片和规格参数界面时的神经和心理层面的决策过程。As core product attributes are increasingly homogenized, enterprises have changed the emphasis of differentiation to the aesthetics of product design. In the present research, ERPs （Event-related Potentials） were used to study the impact of the conflict between product design and performance on consumer decision process. In an online-shopping experiment, twenty consumers were asked to decide whether to buy the products with respective design and performance. The stimuli were divided into four groups based on the consistency of design （high/ neutral attractiveness） and performance （superior/inferior performance）： Group 1 （Consistent： high attractiveness ＋ superior performance）, Group 2 （Conflicting： high attractiveness ＋ inferior performance）, Group 3 （Conflicting： neutral attractiveness ＋ superior performance）, and Group 4 （Consistent： neutral attractiveness ＋ inferior performance）. As Groups 2 and 3 elicited higher N270 in the prefrontal regions, the actual performance was different from consumers＇ expectation established by the product design and evoked the conflict between the stimulus and the endogenous information. The findings explain the neurological and psychological activities when consumers are browsing products and demonstrate the expectation among consumers that high attractive products also have superior performance. Groups 1 and 2 evoked higher P2 distributing among the parietal and posterior-parietal regions, along with higher affirm rates. These findings indicate that the product design aesthetics has a positive effect on consumers＇ purchase decision. Performance information also adjusts the aesthetic experience of products. When inferior performance coupled with high attractive design, the conflict could reduce the aesthetic experience of products, and thus the affirm rate; when superior performance coupled with neutral attractive design, the conflict could increase the aesthetic experience of products, and thus the affirm rate. The fact

关 键 词：产品设计 性能冲突 消费者决策 事件相关电位 N270 P2 

分 类 号：F713.55[经济管理—市场营销]