论文部分内容阅读
在服务定制情境下,企业可以采用两种不同方式让消费者定制服务包:呈现完整服务包让消费者从中删除不想要的业务(减法式);呈现基本服务包让消费者选择添加所需附加业务(加法式)。本研究考察了这两种不同的选项呈现方式对消费者心理反应和选择行为的影响,分析了业务类型与呈现方式之间的交互作用,通过以移动通信服务为背景的实验发现:(1)相对于呈现基本服务包来让消费者进行“加法”定制来说,消费者在完整服务包基础上进行“减法”定制时会选择更多数量和更高总金额的附加服务;(2)选项呈现框架与业务类型之间具有显著的交互作用。相对于减法框架,在加法框架下,实用型业务会比享乐型业务更有可能被选择;而在减法框架下,享乐型业务会比实用型业务更有可能被选择;(3)在减法框架下,消费者的反应时间更长,感知到的决策乐趣更高,对决策结果更不易后悔。但是,两种框架下消费者的心理冲突和决策难度没有显著差别。基于上述研究发现,作者讨论了本研究的理论意义和应用价值,并围绕企业如何通过有效的服务业务组合和战略呈现来创造利润提出了管理建议。
In a service customization scenario, businesses can customize service packages in two different ways: presenting a complete service package from which consumers remove unwanted business (subtractive); presenting a basic service package that allows consumers to choose to add the required attachments Business (Addition). This study examines the impact of these two different options on consumers’ psychological responses and choice behaviors, and analyzes the interaction between business types and presentation patterns. The experimental findings based on mobile communication services are as follows: (1) As opposed to presenting a basic service package to allow the consumer to do an “add” customization, the consumer will choose additional services for a greater number and a higher total amount when customizing “complete” packages based on the complete service package; (2) There is a significant interaction between the option rendering framework and the business type. Compared with the subtraction framework, in the addition framework, the utility business is more likely to be selected than the pleasure business; and in the subtraction framework, hedonic business is more likely to be selected than the practical business; (3) In the subtraction framework The response time of consumers is longer, the perceived decision-making pleasure is higher, and the decision-making result is more difficult to regret. However, there is no significant difference in consumers’ psychological conflicts and decision-making difficulty under the two frameworks. Based on the above findings, the author discusses the theoretical significance and application value of this study and proposes management suggestions on how to create profits through effective service portfolio and strategic presentation.