產品新增屬性之特質與產品典型性對消費者評價之影響

The Effects of New Attributes Characteristics and Typicality on Consumer Evaluation

邵靖惠(Jing-Huey Shao)

指導教授 ： 張重昭

國立臺灣大學/管理學院/商學研究所/碩士(2004年)

https://doi.org/10.6342/NTU.2004.01260

摘要

在如此一個追求品質的時代，品質的定義除了在其弁鄐完

關鍵字

典型性 ； 產品屬性

並列摘要

In this quality-pursuing era, the definition of quality not only refers to showing forth the capability, the maintenance of the efficiency, but the whole value of the product and its aesthetic design. According to the prior research, whether a consumer will accept certain products, it relates highly with the aesthetic perception of the design. Consequently, this research attempts to probe into the relation between the evaluation of typicality and of different types of new attributes when the consumer faces new products. We use two-way within-subjects ANOVA in the research. After the analyses we can conclude that:
1. When the product remains its typicality, the consumer will have more favorable evaluation of the product with a new functional attribute than the product with a new hedonic attribute. The discovery can be used as a reference to the manufacturer who aren’t able to change the appearance of the product because of the technique or the cost.
2. When a functional product adds a new hedonic attribute, it’s not necessary to avoid manifesting its typicality of the new attribute. And there won’t be any negative effect if changing its typicality. Conversely, when a functional new product adds a new functional attribute, it should maintain the typicality of the original product as possible as it could in order not to increase the consumer’s cognitive burden. If it is because of technical problem which makes it no alternative but to manifest its new functional attribute, then the change of typicality would be necessary, which lets the consumer are able to arouse new schema to interpret the product.
3. As for the situation of a hedonic product adding a new hedonic attribute, the hedonic typicality should be manifested as possible as the designer could. And the manufacturer should be especially aware that he should not change the typicality of the product and the new attribute. Because the negative effect could be very significant, even exceeds the positive effect of the functional product adding a new functional attribute and changing its typicality.
In today’s technology level, it’s not difficult to make the products add new attributes. Nevertheless, it’s difficult to make the product excel than others and therefore be liked by consumers, even save more cost and gain better responses. Furthermore, a good product design and strategy could raise the company’s brand value or overall image. This becomes an issue that every enterprise should notice immediately and take action on it.

並列關鍵字

product attribute ； typicality

參考文獻

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