产品信号与消费者认知价值变迁.pdfVIP

中央财级大学学报 2007 年第 4 期 产品信号与消费者认知价值变迁 Product Signals and 丁ransition of Consumer Perceived Value 宋思根 SONG Si-gen (安徽财经大学商务学院 衅路 233030) 〔捕 离]按照信息经济学的观点，消费者与企业构成委托一一代理关系，企业通过发出的产品信号 来影响消费者的认知价值，进而影响消费者的购买决策。…直以来，消费者认知价值被抽象为单一的产品 质量，产品信号对多维消费者认知价值的作用机制快足研究。正究设计实验结果显示，品牌、价格、款 式、基本功能、扩展功能，甚至原产地等产品信号对消费者质最价值、价格价值、社会价值和情感价值的 变化存在不间程度的影响;如果将产品信号设为既定，消费者关于零售商的信念对质量价值、价格价值和 情感价值存在显著影响。 Abstract: According ínformation economics , the relationship between consumers and companies are the principal-…·. agency , companies transmit product signals to impress the consumers perceived value , ex- pectíng to influence the consume凹， decision … making. The researchers have regarded perceived value as mono-dimension product quality for a long time , the effect mechanism of product signals to multi-di- mension consumer perceived value has received little research attention. Our orthogonal design experimem finds that product brand , price , style , basic function , extension function. even country of origin etc. prodllct signals have some different extent influence on the consumers product quality value , prÌce value , social value and emotional value; What 5 more. Consumer belief in a special retailer has significant inf1u而 巳nce on quality value , price value and 巳motional vallle while holding the prodllct signals. [关键诩]产品信号 认知价值 知识变迁 Key words: Product sign担Is Perceived value Transition of knowledge [中|剖分类号] F49 [文献标识码] A [文章编号] 1000… 1549 (2007) 04一0059…06 -、引言 在商品经济条件下，生产商制造出可以满足捎费需求的各种商品，悄费者手中持有货币选票。;在可能 满足某一特定需要的→组产品中，消费者如何进行选拌呢?按照信息经济学的观点，消费者在众多的生产 商之间如何选择构成一个逆向选择问题。自然 (nature) 选择代理人(生产商)，代理人知道自巳的类型， 而委托人(捎费者)不知道，即生产商对产品的质量比消费者有更多的知识。为了吸引消费