功能性IT产品首次试用和重复试用对消费者态度的影响有什么不同？

doi:10.16381/j.cnki.issn1003-207x.2018.1154

中国管理科学 ›› 2021, Vol. 29 ›› Issue (6): 202-210.doi: 10.16381/j.cnki.issn1003-207x.2018.1154

功能性IT产品首次试用和重复试用对消费者态度的影响有什么不同？

孙凯¹, 左美云², 吴一兵³

1. 山东财经大学管理科学与工程学院, 山东济南 250014;
2. 中国人民大学信息学院智慧养老研究所,北京 100872;
3. 北京易飞华通科技开发有限公司,北京 100404

收稿日期:2018-08-13 修回日期:2019-02-02 发布日期:2021-06-29
通讯作者: 左美云(1971-),男(汉族),江西南昌人,中国人民大学信息学院,副院长,教授,博导,中国人民大学智慧养老研究所所长,博士,研究方向:信息技术采纳和使用、智慧养老,E-mail:zuomy@ruc.edu.cn. E-mail:zuomy@ruc.edu.cn
基金资助:
国家自然科学基金资助项目（71771210）；教育部哲学社会科学研究重大课题攻关项目（19JZD021）

What are the Differences in the Impact of the First Trial and the Repeated Trial of Functional IT Products on Consumer Attitudes?

SUN Kai¹, ZUO Mei-yun², WU Yi-bing³

1. School of Management Science and Engineering, Shandong University of Finance and Economics, Jinan 250014, China;
2. Research Institute of Smart Senior Care, School of Information, Renmin University of China, Beijing 100872, China;
3. Beijing Easymonitor Technology Co., Ltd, Beijing 100044, China

Received:2018-08-13 Revised:2019-02-02 Published:2021-06-29

摘要/Abstract

摘要： 随着技术的发展，许多创新型IT产品的功能，消费者很难一看便知。对于这些产品而言，产品试用被看作一种十分有效的市场推广手段。但是，以往的研究主要关注消费者初次试用产品的情境，并没有分析当消费者重复进行产品试用时，影响他们产品态度的内在因素有何不同。因此，针对这一研究缺口，论文采用现场研究方法，分析消费者初次试用和重复试用时的行为特征以及消费者态度变化的不同内在机制。本文的研究结果弥补了以往研究主要关注消费者初次试用产品，对重复试用研究不足的缺陷，并对厂商产品试用的营销设计提供了建议。

关键词: 产品试用, 试用次数, 认知响应, 情感响应

Abstract: Along with technology development, many innovative information technology products' functions cannot be understood by consumers easily. For these IT products, product trial is treated as an effective marketing tool. However, previous studies only focus on consumers' first-time interaction with the product. There is no analysis of the internal factors affecting consumers' product attitude when they repeat product trials. Therefore, in order to cover these research gaps, filed study method is used to analyze consumers' behaviors characteristics and mechanism of attitude change when they try the product at the first time and repeat the product trial. The research findings of this paper make up for the gaps of previous studies, which mainly focus on consumers' first trial. Suggestions are provided for the marketing design of product trial.

Key words: product trial, trial frequency, cognitive response, emotional response

中图分类号:

C931.6

孙凯, 左美云, 吴一兵. 功能性IT产品首次试用和重复试用对消费者态度的影响有什么不同？[J]. 中国管理科学, 2021, 29(6): 202-210.

SUN Kai, ZUO Mei-yun, WU Yi-bing. What are the Differences in the Impact of the First Trial and the Repeated Trial of Functional IT Products on Consumer Attitudes?[J]. Chinese Journal of Management Science, 2021, 29(6): 202-210.

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功能性IT产品首次试用和重复试用对消费者态度的影响有什么不同？

What are the Differences in the Impact of the First Trial and the Repeated Trial of Functional IT Products on Consumer Attitudes?

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