Statistical Analysis of Consumer Perceived Value Deviation
Statistical Analysis of Consumer Perceived Value Deviation
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消费者感知价值偏差统计分析
DOI：
10.1016/j.procir.2016.05.057
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发表时间：
2016
期刊：
影响因子：
--
通讯作者：
R. Schmitt
中科院分区：
文献类型：
--
作者：
Payam Amini;B. Falk;N. Hoth;R. Schmitt
在整个产品开发过程中缺乏对客户需求的整合可能会导致过度工程或性能差距，这可能会导致产品或创新的失败。从公司的角度来看，缺乏集成可能会导致在爬坡过程中的不稳定性。然而，早期阶段的高水平产品成熟度对于爬坡非常重要。消费者在消费过程中对耐用品价值的感知是在两个不同的时间点。基于第一印象的感知价值影响他们的购买行为。在后续的使用阶段，消费者形成了新的价值判断，影响着再购买行为。相反，调查方法来代表购买前和购买后的价值判断没有充分讨论的文献。从这个意义上说，一个调查工具，可以在两个时间点使用，以评估购买前和购买后的价值判断的偏差。本文介绍了统计分析的结果，购买前的价值是否显着不同，购买后的价值。此外，它是审查是否可以在感知价值的基础上，消费者的支付意愿的声明。感知价值偏差的知识对产品成熟度有影响，因此在爬坡过程中。
The lack of integration of customer requirements throughout the product development process can lead to over-engineering or performance gaps, which may result in the failure of a product or innovation. From the company's point of view, the lack of integration can lead to instabilities during ramp-up. However, a high level of product maturity in early stages is of very great importance for the ramp-up. Consumers perceive the value of durable goods in the consumption process at two different points of time. The perceived value based on first impressions influences their buying behavior. In the subsequent usage phase consumers form a new value judgment that affects the repurchase behavior. Conversely, the survey methods to represent the pre-purchase and post-purchase value judgment are not sufficiently discussed in the literature. In this sense, a survey instrument was developed that can be used at both time points to asses the deviation of pre-purchase and post-purchase value judgments. This paper represents the results of the statistical analysis, whether the pre-purchase-value differs significantly from the post-purchase-value. Furthermore, it is examined whether a statement about the consumer's willingness to pay can be made on the basis of the perceived value. The knowledge about the deviation of perceived value have implications for the product maturity and thus during ramp-up.