管理评论

›› 2018, Vol. 30 ›› Issue (12): 142-153.

• 市场营销 • 上一篇    下一篇

陈列方式对消费者新产品评价的影响——品牌质量的调节作用

郑晓莹1, 孙鲁平2   

  1. 1. 南开大学商学院, 天津 300071;
    2. 中央财经大学商学院, 北京 100081
  • 收稿日期:2016-09-05 出版日期:2018-12-28 发布日期:2018-12-21
  • 通讯作者: 郑晓莹(通讯作者),南开大学商学院讲师,博士
  • 作者简介:孙鲁平,中央财经大学商学院副教授,博士。
  • 基金资助:

    国家自然科学基金青年项目（71602093；71502182）；国家自然科学基金面上项目（71472045）。

The Effect of Display Format on Consumer New Product Evaluation:The Moderating Role of Brand Quality

Zheng Xiaoying1, Sun Luping2   

  1. 1. Business School, Nankai University, Tianjin 300071;
    2. Business School, Central University of Finance and Economics, Beijing 100081
  • Received:2016-09-05 Online:2018-12-28 Published:2018-12-21

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摘要：

本文探讨了产品陈列方式（“按品牌陈列”和“按品类陈列”）如何影响消费者对不同类型新产品（“典型品类”新产品和“非典型品类”新产品）的评价，并考察了品牌质量的调节作用。三个实验研究结果发现：（1）陈列方式的作用取决于新产品的类型。对于“典型品类”新产品，消费者在“按品牌陈列”方式下评价更高；而对于“非典型品类”新产品，消费者在“按品类陈列”方式下评价更高。（2）陈列方式通过影响消费者对品牌开发新产品的能力感知进而影响新产品的评价，即陈列方式与新产品类型之间的交互作用由消费者感知的品牌能力所中介。（3）品牌质量在其中起到调节作用。具体而言，对于质量较好的品牌，上述结论得以重复；而对于质量一般的品牌，无论是“典型品类”还是“非典型品类”新产品，消费者在“按品牌陈列”方式下的评价均高于“按品类陈列”方式下的评价。本研究将从消费者角度为新产品开发和推广提供重要的理论和实践启示。

关键词: 按品牌陈列, 按品类陈列, 典型品类, 非典型品类, 新产品评价, 品牌质量

Abstract:

This paper examines the effect of display format on consumers' evaluations of two different types of new products (i.e., new products of a typical category versus those of an atypical category), and the moderating role of brand quality. We conduct three experiments to test the hypotheses. Experiment 1 finds that consumers evaluate new products of a typical category more favorably in the "display by brand" (versus "display by category") format, where products of the same brands are displayed together. However, for new products of an atypical category, consumers have higher evaluations in the "display by category" (versus "display by brand") format in which the new products are displayed alongside with similar products from different brands. Experiment 2 examines the psychological mechanism and finds that perceived brand capability underlies the interaction effect between display format and new product type. Experiment 3 further investigates the moderating role of brand quality in the above display format effect. The findings in Experiment 1 are replicated when brand quality is high. However, when brand quality is ordinary, consumers evaluate new products more favorably in the "display by brand" format than in the "display by category" format, no matter whether the new products belong to a typical or an atypical category. This paper provides important theoretical and managerial implications for firms' new product development and promotion from a consumer behavior perspective.

Key words: display by brand, display by category, typical category, atypical category, new product evaluation, brand quality