定制环境下捆绑服务模式对消费者选择的影响
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摘要
移动互联网时代的来临,消费者的需求呈现出多样化、个性化的发展,同时也催生电信行业更多的业务应用,消费者如何选择业务关系着运营商发展。然而,面对消费者的业务形态多元化,电信运营商的业务推荐还是非常单一,缺少消费者的参与。定制化业务的推介对今后运营商的发展非常重要,所以本文研究定制化情景下捆绑服务模式对消费者选择的影响具有很强的现实意义。
消费者在面对任何决策时都表现为有限的理性,在具体的情景下其选择偏好会发生偏转。因此,本文结合消费者行为学及行为经济学理论,利用情景模拟实验来探讨不同的捆绑模式对消费者决策的影响,深入的研究消费者在决策过程中的心理感知、决策难度、决策参与程度及决策满意度等方面。通过行为经济学中的“禀赋效应”、“框架效应”、“对比效应”等理论来分析消费者在不同捆绑模式下的决策,同时把资源约束的情景引入实验过程,使得研究更为客观和准确,更贴近消费者的真实决策过程。
实验结果证明,受损失厌恶、业务属性等因素的影响,消费者在不同捆绑方式上对业务选择有明显的偏好。而且,不同捆绑模式会影响消费者的决策过程,如决策心理、决策参与程度、价值感知等。
最后本文根据实证分析的结论探讨了电信运营商业务捆绑的营销策略,为电信企业的业务发展提供了理论参考和研究启示。
With the age of mobile internet coming, the demand of consumer shows diverse and personalized development trend, meanwhile, more business application are generated in telecom industry. It is important to realize the process of consumer's decision for operators. However, facing diversified consumer's service, the operators aren't aware of the important significance that it need to consider consumer's behavior during designing and marketing service, the model is only option, but it is very important for the development of the operator on the futher.so, the paper mainly studies consumer's decision under different bound service model.
When consumer had more choices, they always show limited rationality, sometimes the choices of consumer may change under the specific scene. So the paper combined consumer behavior with behavioral economics theory, and made use of scene simulation experiment to explored that how different bound service model affect consumer's decision, further research consumer's psychological perception, decision-making difficulty, consumer's participation and consumer's decision-making satisfaction and so on. Through "endowment effect", "framing effect" and "comparative effect" in behavioral economics, the paper analysed consumer's decision under different bound service model. what's more, the paper lead up resource constraint in the process of the experiments, so the conclusions are more objective and accurate, and more close to the actual consumer's decision process.
The research showed, because of loss aversion, service features etc., consumer had obvious preferences in different bound service ways. In addition, the paper demonstrated different bound service model could affect consumer's decision, such as making-decision psychological, perception value etc.
Finally, the paper discussed operator's bound service strategy in marketing depended on the research conclusions, and this study hopes to give some theoretical references to the telecom companies about their bound service marketing in the future.
消费者在面对任何决策时都表现为有限的理性,在具体的情景下其选择偏好会发生偏转。因此,本文结合消费者行为学及行为经济学理论,利用情景模拟实验来探讨不同的捆绑模式对消费者决策的影响,深入的研究消费者在决策过程中的心理感知、决策难度、决策参与程度及决策满意度等方面。通过行为经济学中的“禀赋效应”、“框架效应”、“对比效应”等理论来分析消费者在不同捆绑模式下的决策,同时把资源约束的情景引入实验过程,使得研究更为客观和准确,更贴近消费者的真实决策过程。
实验结果证明,受损失厌恶、业务属性等因素的影响,消费者在不同捆绑方式上对业务选择有明显的偏好。而且,不同捆绑模式会影响消费者的决策过程,如决策心理、决策参与程度、价值感知等。
最后本文根据实证分析的结论探讨了电信运营商业务捆绑的营销策略,为电信企业的业务发展提供了理论参考和研究启示。
With the age of mobile internet coming, the demand of consumer shows diverse and personalized development trend, meanwhile, more business application are generated in telecom industry. It is important to realize the process of consumer's decision for operators. However, facing diversified consumer's service, the operators aren't aware of the important significance that it need to consider consumer's behavior during designing and marketing service, the model is only option, but it is very important for the development of the operator on the futher.so, the paper mainly studies consumer's decision under different bound service model.
When consumer had more choices, they always show limited rationality, sometimes the choices of consumer may change under the specific scene. So the paper combined consumer behavior with behavioral economics theory, and made use of scene simulation experiment to explored that how different bound service model affect consumer's decision, further research consumer's psychological perception, decision-making difficulty, consumer's participation and consumer's decision-making satisfaction and so on. Through "endowment effect", "framing effect" and "comparative effect" in behavioral economics, the paper analysed consumer's decision under different bound service model. what's more, the paper lead up resource constraint in the process of the experiments, so the conclusions are more objective and accurate, and more close to the actual consumer's decision process.
The research showed, because of loss aversion, service features etc., consumer had obvious preferences in different bound service ways. In addition, the paper demonstrated different bound service model could affect consumer's decision, such as making-decision psychological, perception value etc.
Finally, the paper discussed operator's bound service strategy in marketing depended on the research conclusions, and this study hopes to give some theoretical references to the telecom companies about their bound service marketing in the future.
引文
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[2]Ravi Dhar, Joel Huber,and Uzma Khan,"The Shopping Momentum Effect," the Association for Consumer Research, Atlanta, Georgia, October 2002
[3]Gilmore J. H., Pine Ⅱ B. The Four Faces of Mass Customization. Harvard Business Review. 1997, (1/2):91-101.
[4]Da Silveira.G, Borenstein,D, Fogliatto,F.S. Mass Customization:Literature Review and Research Directions. International Journal of Production Economics,2001,72(1):1-13.
[5]Pine Ⅱ, B J. Mass customizing:The new frontier in business competition[M]. Boston, MA: Harvard Business School Press,1993
[6]Bardakci, A,and Whitelock, J. How ready are customers for mass Of customization?An exploratory study[J]. European Journal of Marketing,2004,38 (11/12):1396-1416.
[7]Simonson, Itamar (2005), "Determinants of Customers' Responses to Customized Offers: Conceptual Framework and Research Propositions," Journal of Marketing,69 (1),32-45
[8]Kramer.T, SpolterOWeisfeld.S, and Thakkar.M. The effect of cultural orientation on consumer responses to personalization[J].Marketing Science,2007,26 (2):246-258.
[9]金立印,邹德强 定制化购买情境下的消费者决策研究综述与展望外国经济与管理2009年6月第31卷第6期
[10]刘璇 基于心理账户理论的捆绑销售分析商场现代化2007年3月(上旬刊)总第496期
[11]俞嘉明 刘杰 捆绑销售中的价格策略研究——心理账户理论的运用管理前沿2004年第五期
[12]高琳 捆绑策略中的定价决策——基于预期理论和心理账户理论的分析徐州工程学院学报2008年3月第23卷第3期
[13]张雪琳 网络推荐情境下定制化对消费者决策的影响—文化导向与产品类型的调节作用复旦大学2010年
[14]Harris, J., & Blair, E. A. Consumer preferences for product bundles:The role of reduced search costs. Journal of the Academy of Marketing Science,2006,34(4),506-513.
[15]Rebecca W. Hamilton.Nevena T. Koukova, Choosing options for products:the effects of mixed bundling on consumers' inferences and choices, Academy of Marketing Seienee,2008,36:423-433
[16]Bettman, J. R, Luce, M. F., Payne, J. W. Constructive consumer choice processes. Journal of Consumer Research,1998,25,187-217 (December).
[17]Chakravarti, D.,Krish, R., Paul, P., & Srivastava, J. (2002).Partitioned presentation of multicomponent bundle prices:Evaluation, choice and underlying processing effects. Journal of Consumer Psychology,12(3),215-229.
[18]Liechty, J, V Ramaswamy, and S H Cohen. Choice menus for mass customization:An experimental approach for analyzing customer demand with an application to a web-based information service[J]. Journal of Marketing Research,2001,38 (2):183-196.
[19]Wathieu, L., Muthukrishnan, A. V, Bronnenberg, B. J. The asymmetric effect of discount retraction on subsequent choice. Journal of Consumer Research,2004,31,652-57 (December).
[20]Melinda L. Andrews,Ray L.Benedicktus,Michael K.Brady The Effect of incentives on customer evaluations of service bundles Journal of Business Research January 2010,p:71-76.
[21]金立印、邹德强、裘理瑾 服务定制情境下选项的战略呈现：呈现框架对消费者选择的影响南开管理评论2009年12卷90-100页
[22]Demby,E.Psychographics and from Where It Came.Life Style and Psychographics Chicago,American Marketing Association 19749-30
[23]John C.Mowen,Michael S.Minor著 黄格非 束玉婷 译 消费者行为学清华大学出版社2003 3
[24]恩格尔等著,徐海等译 消费者行为学(第九版).机械工业出版社2003
[25]Jagdish N.Sheth Banwari Mittal著罗立彬 译 消费者行为学-管理时间啊(第2版)机械工业出版社2004年10
[26]Leon G.Schifman,Leslie L.Kanuk著 江林 译 消费者行为学(第八版)中国人民大学出版社2007年6
[27]Michael R.solomon卢泰宏 杨晓燕 著 消费者行为学(第八版)中国人民大学出版社2009年7月
[28]Francesco M.Nicosia Consumer Decision Pross-Marketing and Advertising Implication,Englewood Cliffs/New Jersey,Prentice-Hall Inc.1968 22-25
[29]Del I.Hawkins, Roger J.Best, Kenneth A.Coney著 付国群 等译 消费者行为学(8),2005年
[30]Del I.Hawkins, Roger J.Best, Kenneth A.Coney著 付国群 等译 消费者行为学(8),2005年
[31]John C.Mowen,Michael S.Minor著 黄格非 束玉婷 译 消费者行为学清华大学出版社2003年14-16
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