”电话。邮件。开枪。听。但是,在融合产品中,哪些功能可以增加真正的价值?

Tripat Gill
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引用次数: 0

摘要

在现有基础产品中添加各种新功能是非常常见的(例如,在手机中添加移动电视或在个人数字助理中添加互联网接入)。这些融合产品为用户提供了广泛的潜在应用选择。然而,目前尚不清楚消费者真正看重的是哪些附加功能,因此从制造商的角度来看也是有意义的。目前的研究解决了这个问题。研究了三个因素对该类收敛积评价的影响;也就是说,(1)与基础产品和附加功能相关的消费目标(实用vs以乐趣为导向),(2)基础产品的优先所有权,以及(3)引入新功能的品牌质量。在三个实验研究中,作者分别探讨了上述三个因素在CPs评价中的作用。在研究结果的基础上,他提出了一些关于如何扩展现有产品以为消费者和制造商创造更多价值的指导方针
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“Call. Mail. Shoot. Listen. Play” But What Functionalities Add Real Value in Convergent Products?
Abstract It is very common to add diverse new functionalities to existing base products (e.g., adding mobile television to a cell phone or internet access to a personal digital assistant). These convergent products offer users a broad choice of potential applications. However, it is not clear what additions are actually valued by consumers, and therefore also make sense from a manufacturer’s perspective. The current research addresses this very issue. It investigates the role of three factors on the evaluation of such convergent products (CPs); namely, (1) the consumption goal (utility versus fun-oriented) associated with the base product and the added functionality, (2) the prior ownership of the base product, and (3) the quality of the brand introducing the new functionality. In three experimental studies, the author explores the effect of each of the above three factors in the evaluation of CPs. On the basis of the results he presents some guidelines on how to extend existing products to create more value for consumers and manufacturers
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