更融合vs.更分离——功能分离程度如何影响产品使用意愿

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中文摘要：同时具备两种或多个类别的产品功能的新产品被称为融合产品.过往关于融合产品的文献缺乏对功能分离程度的探究.对此,本研究基于技术接受模型,探究融合产品的功能分离程度对消费者产品使用意愿的影响机制.四项研究考察了消费者对融合产品有用性和易用性的感知,以及这些感知如何随功能的互补性变化.结果表明,融合产品的功能分离程度越高,消费者对其的感知有用性越高,感知易用性越低,而互补性会负向调节功能分离程度对感知有用性的作用,即对功能具有互补性的产品而言,其功能分离程度越低,产品使用意愿越高.因此,企业在开发融合产品时,应根据产品功能的互补性决定新产品的功能分离程度.本文弥补了现有研究中缺乏对功能分离程度关注这一不足,对企业设计和开发新产品具有重要的实践意义.

外文标题：More Convergence vs.More Separation—How Does the Degree of Functional Separation Affect Intention to Use

外文摘要：A convergent product is a new product that physically integrates the functions of two or more categories into a com-mon product form.Existing literature on convergent products lacks research regarding the degree of functional separation.Therefore,based on the technology acceptance model,the authors explore the impact mechanism of the degree of functional separation on the intention to use.Four studies examine consumers'perceived usefulness and perceived ease-of-use toward con-vergent products and how these perceptions change with complementarity.The results show that the higher the degree of the product's functional separation,the higher the consumer's perceived usefulness,and the lower the consumer's perceived ease-of-use.Complementarity weakens the effect of functional separation on perceived usefulness,which means for complementary products,the lower the degree of functional separation,the higher the consumer's intention to use.Therefore,enterprises should consider the complementarity while determining the degree of new product's functional separation.This paper fills the gaps in the related fields and has important practical significance for enterprises designing and developing new products.

外文关键词：

convergent productsthe degree of functional separationtechnology acceptance modelnew product develop-mentcomplementarity

作者：

曾伏娥、陈澳阳、宋毅宁

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作者单位：

武汉大学经济与管理学院

关键词：

融合产品功能分离程度技术接受模型新产品开发互补性

基金：

国家自然科学基金重点项目教育部哲学社会科学研究重大课题攻关项目国家自然科学基金面上项目国家自然科学基金青年基金

项目编号：

7183201022JZD0127207213871902067

出版年：

2024

营销科学学报

ISSN：

年,卷(期)：2024.4(2)

参考文献量36