产品微小属性对品牌评价的影响:基于产品核心价值视角  

The Effects of Product Trivial Attributes on Brand Evaluation:An Perspective from Product Core Value

作　　者：纪雪洪[1] 张思敏[1] 杨一翁[1] 童泽林[1] JI Xue-hong;ZHANG Si-min;YANG Yi-weng;TONG Ze-lin(The College of Economics and Business Administration,North China University of Technology,Beijing 100144,China)

机构地区：[1]北方工业大学经济管理学院,北京100144

出　　处：《预测》2018年第5期15-21,共7页Forecasting

基　　金：国家科技支撑计划资助项目(2015BAG18B00);北京市社会科学基金资助项目(16GLB009);北方工业大学工商管理优势学科资助项目(217051360018XN047)

摘　　要：企业在推出新产品时,往往会开发新的微小属性以实现产品的差异化。微小属性对品牌评价会产生影响吗?什么样的微小属性更容易打动消费者?本文在偏差假设检验理论基础上引入信号理论,研究微小属性对品牌评价的影响。通过燃油汽车和电动汽车的产品偏好实验发现,一般的微小属性仅能影响到消费者对品牌的特定属性评价,但无法对产品的品牌综合评价产生显著作用。但当微小属性与产品核心价值较为相关时,微小属性会对品牌综合评价产生显著影响。此外,消费者知识水平对微小属性和品牌综合评价的关系起到调节作用。这些研究结论会启发企业应当开发什么样的微小属性以取得更好的效果。During the process of producing new products, companies tend to develop trivial attributes to achieve product difrerentiation. Does trivial attributes have an impact on brand evaluation？ What kind of trivial attributes are more likely to impress consumers？ Based on the theory of bias hypothesis testing, this paper introduces signaling theory to study the influence of trivial attributes on brand evaluation. Through the experiments of product preference of fuel vehicles and electric vehicles, it is found that the trivial attributes can only afl＇ect the evaluation of the specific attributes of the brand, while could not play a significant role in the comprehensive brand evaluation of the products. When trivial attributes is associated with the core value of the product, trivial attributes would have a significant impact on the comprehensive brand evaluation. The level of consumer knowledge plays regulating role in the relationship between trivial attributes and comprehensive brand evaluation. These conclusion will inspire the enterprise what trivial attributes should be developed.

关 键 词：微小属性 品牌评价 产品核心价值 新产品开发 消费者知识 

分 类 号：F273.2[经济管理—企业管理]