营销科学学报 ›› 2024, Vol. 4 ›› Issue (2): 24-43.

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更融合vs.更分离——功能分离程度如何影响产品使用意愿

曾伏娥,陈澳阳,宋毅宁   

  1. 曾伏娥,武汉大学经济与管理学院教授,博士生导师 E-mail: zfee@sina.com。 陈澳阳, 武汉大学经济与管理学院硕士研究生 E-mail: 1262644792@qq.com 。宋毅宁,通信作者,武汉大学经济与管理学院博士研究生 E-mail: 422484095@qq.com
  • 出版日期:2024-04-16 发布日期:2024-05-30
  • 基金资助:
    本研究得到国家自然科学基金重点项目(编号: 71832010)、教育部哲学社会科学研究重大课题攻关项目(编号:22JZD012)、国家自然科学基金面上项目(编号: 72072138)、国家自然科学基金青年项目(编号:71902067)的资助,特此致谢。

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

Zeng Fue, Chen Aoyang, Song Yining   

  1. Zeng Fue,Economics and Management School,Wuhan University; Chen Aoyang,Economics and Management School,Wuhan University; Song Yining,Economics and Management School,Wuhan University
  • Online:2024-04-16 Published:2024-05-30

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。

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

Abstract: A convergent product is a new product that physically integrates the functions of two or more categories into a common 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 convergent 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.

Key words: convergent products, the degree of functional separation, technology acceptance model, new product development, complementarity