Consumer evaluations of “really new” services: the TrafficPulse system
Consumer evaluations of “really new” services: the TrafficPulse system
复制标题
消费者对“真正新”服务的评价：TrafficPulse系统
DOI：
10.1108/08876040310461255
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发表时间：
2003
影响因子：
3.9
通讯作者：
P. Thirty
中科院分区：
文献类型：
--
作者：
A. Krieger;P. Green;L. Lodish;J. Darcangelo;Chris Rothey;P. Thirty
联合分析是一类分析消费者在选择产品和服务时的偏好和权衡的技术。通常，联合分析已经应用于成熟的市场，如经常购买的包装商品、耐用消费品、通信服务和企业对企业的产品。最近，市场研究人员已经扩展了联合方法，以应对与“真正的新”产品和服务相关的买方权衡的测量，这些产品和服务很少或没有事先的买方知识或经验。研究者的任务是双重的：教育潜在买家关于新产品/服务的优点和缺点，同时，获得受访者对新产品/服务本身的评价。本文描述了联合技术在新服务TrafficPulse中的应用，该服务使订阅者能够在发生拥塞时获得关于交通状况、旅行时间和替代路线的连续的24/7更新。特别是，它描述了如何对传统的联合分析加以修饰，以便在潜在消费者实际使用新商品和服务之前获得有关消费者对其评价的相关信息。简而言之，在获得新产品/服务的潜在价值评估之前，潜在消费者可以对其进行“教育”。本文还展示了如何修改联合分析以适应各种属性级别的限制，如何使用类似base的规范，以及如何在单个产品或多个产品（即产品线）级别使用优化算法。
Conjoint analysis is a class of techniques for analyzing consumers’ preferences and trade‐offs regarding their selection of products and services. Typically, conjoint analysis has been applied to established markets such as frequently purchased packaged goods, consumer durables, communication services, and business‐to‐business products. Recently, marketing researchers have extended conjoint methodology to cope with the measurement of buyer trade‐offs associated with “really new” products and services, for which there is little or no prior buyer knowledge or experience. The researcher’s task is twofold: to educate the potential buyer regarding the pros and cons of the new product/service while, at the same time, obtaining the respondent’s evaluation of the new product/service itself. This article describes the application of conjoint techniques to a new service, TrafficPulse, that enables subscribers to obtain continuous 24/7 updates on traffic conditions, travel times, and alternative routes, should congestion occur. In particular, describes how traditional conjoint analysis can be embellished to obtain relevant information about consumer evaluations of new goods and services prior to their actual use by prospective consumers. In short, the prospective consumer can be “educated” about the new product/service before obtaining evaluation of its potential worth. The paper also shows how conjoint analysis can be modified to accommodate restrictions on various attribute levels, how the use of BASES‐like norms can be incorporated, and how optimization algorithms can be used at either the single product or multiple product (i.e. product line) level.