English  |  正體中文  |  简体中文  |  全文笔数/总笔数 : 62805/95882 (66%)
造访人次 : 3914068      在线人数 : 851
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
搜寻范围 查询小技巧:
  • 您可在西文检索词汇前后加上"双引号",以获取较精准的检索结果
  • 若欲以作者姓名搜寻,建议至进阶搜寻限定作者字段,可获得较完整数据
  • 进阶搜寻

    jsp.display-item.identifier=請使用永久網址來引用或連結此文件: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/77695

    题名: Product Aesthetics is Must or Plus? Trade-off Between Product Aesthetic and Functional Attributes
    作者: Huang, Je-sheng
    贡献者: 淡江大學國際企業學系
    关键词: Product Aesthetic Attributes, Justification Effect, Preference Reversal
    日期: 2011-06-10
    上传时间: 2012-07-07 22:59:52 (UTC+8)
    摘要: Previous research has shown that consumer preferences have both hedonic and utilitarian dimensions. The aesthetic aspect of a product is normally taken as a source of hedonic consumption. What we are mostly interested in is whether the product aesthetic attribute will dominate consumer choice rather than product functional attributes? And how a preference of product aesthetic attribute will evoke the critical justification effect on hedonic consumption? Based on the research on loss aversion that demonstrates an asymmetry in evaluations depending on the direction of the proposed trade, the authors predict that differential loss aversion for product attributes may be a function of attribute importance for consumer. Therefore, this article conducted some trade-off decision tasks under the condition of given same price for each pair of comparable aesthetic-functional attributes, in order to examine which of both opposite attributes consumer will forfeiture under the price and other attributes equals. The authors chose mp3 players as the experiment target, and design four pairs of hypothetical products, focusing on salient aesthetic versus salient functional attribute respectively, namely push button with planer vs. convex style, USB connector is hided vs. exposed, with speaker vs. non, and with touch screen vs. non. In addition, due to different aesthetic acumens among consumers, the authors clustered respondents into several groups based on the measurement of the centrality of visual product aesthetic (CVPA). The findings indicate that this aesthetic-functional trade-offs design can derive the asymmetry in preferences of relative loss aversion between product aesthetic and functional attributes, which has significant heterogeneities among consumers with different CVPA.
    關聯: The 2011 INFORMS Marketing Science Conference
    显示于类别:[國際企業學系暨研究所] 會議論文





    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - 回馈