Capturing Consumer Preference Through Experiential Conjoint Analysis
Capturing Consumer Preference Through Experiential Conjoint Analysis
复制标题
通过经验联合分析捕捉消费者偏好
DOI：
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发表时间：
2013
期刊：
影响因子：
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通讯作者：
Peter Boatwright
中科院分区：
文献类型：
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作者：
Noah Tovares;J. Cagan;Peter Boatwright
传统上，消费者偏好是根据对产品的美学和功能特征的偏好来建模的。本文介绍了一种新的方法来模拟消费者偏好，这种方法不仅考虑了产品的外观和功能，还考虑了使用它的感觉。传统的基于连接的偏好建模方法要求用户根据2D产品表示或特征列表来判断产品的偏好。虽然产品的美学形式和功能特征当然很重要，但购买或不购买产品的决定往往取决于更多，即使用的体验或感觉。我们引入了经验联合分析的概念，这是一种通过基于经验的偏好判断在数学上捕获对产品的偏好的方法。基于经验的偏好判断是基于对产品的使用或模拟使用做出的。对于许多产品来说，创建足够的物理原型来生成偏好模型的成本过高。在这项工作中，虚拟现实技术被用来让受试者以很少的投资提供互动，身临其境和逼真的产品体验。这项工作的结果表明，不仅对三维虚拟产品表示的交互偏好判断可以用来生成准确的偏好模型，而且对同一产品的二维形式的非经验判断会导致生成不同的偏好模型。此外，人们发现虚拟现实体验在信心、信息和/或真实感方面提供了优势。这种基于经验的偏好模型提供了以前无法获得的设计洞察力，从而为设计生成过程提供信息。©2013 asme
Traditionally, consumer preference is modeled in terms of preference for the aesthetic and functional features of a product. This paper introduces a new means to model consumer preference that allows for the experience of and interaction with a product to account for not only for how a product looks and functions, but also how it feels to use it. Traditional conjoint-based approaches to preference modeling require a user to judge preference for a product based upon a 2D product representation or a feature list. While the aesthetic forms and functional features of a product are certainty important, the decision to buy or not to buy a product often depends on more, namely the experience or feel of use. We introduce the concept of experiential conjoint analysis, a method to mathematically capture preference for a product through experience-based preference judgments. Experience-based preference judgments are made based upon the use, or simulated use, of a product. For many products, creating enough physical prototypes to generate a preference model is cost prohibitive. In this work, virtual reality technologies are used to allow the subjects an interactive, immersive, and realistic product experience, provided at little investment. The results of this work show not only that preference judgments of the interaction of a 3D virtual product representation can be used to generate accurate preference models, but that non-experiential judgments of the same product’s 2D forms lead to the generation of different preference models. Further, the virtual reality experience is found to provide an advantage in the form of confidence, information, and/or realism. Such experiential-based preference models provide previously unavailable design insight with which to inform the design generation process.© 2013 ASME