表面质地如何影响消费者支付意愿:智能手机盖的证据
Yoshihiko Kadoya1, Mostafa Saidur Rahim Khan1, Honoka Nabeshima1
1School of Economics, Hiroshima University, Kagamiyama, Higashihiroshima, Japan.
PloS one
|December 4, 2025
概括
消费者 消费者 消费者
科学领域:
- 消费者行为 消费者行为
- 感官营销是一种感官营销.
- 行为经济学是一种行为经济学.
背景情况:
- 关于触觉印象对消费者估值的影响的研究有限.
- 之前的研究集中在视觉和听觉线索上.
- 表面纹理在产品估值中的商业意义尚未得到充分研究.
研究的目的:
- 调查触觉印象对智能手机封面支付意愿 (WTP) 的影响.
- 分析不同表面纹理和参考价格的WTP变化.
- 检查影响消费者估值的人口,社会经济和行为因素.
主要方法:
- 调查数据来自387个购物中心的受访者,他们评估了四种智能手机封面纹理.
- 应用了两个参考价格条件 (100日元和1000日元).
- 普通最小平方回归分析了消费者特征和WTP.
主要成果:
- 支付意愿 (WTP) 随着参考价格的上升而增加 (价格定效应).
- 男人,未婚人士和那些有过度折扣的人在特定纹理中显示出更高的WTP.
- 风险偏好,智能手机使用和不耐烦没有显著预测WTP.
结论:
- 企业可以利用纹理产品进行高级定价策略.
- 感官营销,就像店内试验一样,可以增强消费者对纹理产品的参与度.
- 这项研究将触觉营销与行为经济学相结合,突出了感官线索和时间偏好在估值中.
相关概念视频
Design Example: Resistive Touchscreen
681
A device engineer plays a crucial role in designing user interfaces for mobile devices. One such interface is the resistive touchscreen, which fundamentally consists of two metallic layers: a flexible upper layer and a rigid lower layer, separated by a narrow gap. The high resistance between these two layers is a key characteristic of this design.
When a user touches the screen, the two layers make contact at a specific point known as the touchpoint. This contact reduces the resistance between...
When a user touches the screen, the two layers make contact at a specific point known as the touchpoint. This contact reduces the resistance between...
681
Shape and Texture of Coarse Aggregate
646
Aggregate shape is classified based on the relative sharpness or roundness of the edges and corners. This classification includes categories like rounded, angular, elongated, and flaky, each with specific characteristics. Rounded aggregates, fully shaped by attrition, are typical of river or seashore gravel, while angular aggregates, such as crushed rock, have well-defined edges. Aggregates that are elongated and flaky are less desirable, as they can reduce the workability and strength of...
646
Surface Tension and Surface Energy
2.9K
When a paint brush is immersed in water, the bristles wave freely inside the water. When it is taken out, the bristles stick together. The reason behind this effect is surface tension.
Consider a beaker filled with liquid. The bulk molecules in the liquid experience equal attractive forces on all sides with the surrounding molecules. However, the surface molecules experience a net attractive force downward due to the bulk molecules. The surface of the liquid behaves like a stretched membrane,...
Consider a beaker filled with liquid. The bulk molecules in the liquid experience equal attractive forces on all sides with the surrounding molecules. However, the surface molecules experience a net attractive force downward due to the bulk molecules. The surface of the liquid behaves like a stretched membrane,...
2.9K
Contact Angle
17.9K
When a solid is dipped inside a liquid, the liquid surface becomes curved near the contact. For some solid–liquid interfaces, the liquid is pulled up along the solid, while for others, the liquid surface is convex or depressed near the solid surface. This phenomenon can be explained using the concept of cohesive and adhesive forces.
The adhesive force is the molecular force between molecules of different materials, that is, between the molecules of the solid and the liquid. The cohesive...
The adhesive force is the molecular force between molecules of different materials, that is, between the molecules of the solid and the liquid. The cohesive...
17.9K
Persuasion Strategies
42.9K
Researchers have tested many persuasion strategies, including the foot-in-the door and the door-in-the-face techniques, in a variety of contexts. Ultimately, the principles are effective in selling products and changing people’s attitude, ideas, and behaviors (Cialdini & Goldstein, 2004).
42.9K
Toughness and Hardness of Aggregate
568
Toughness and hardness are critical properties of aggregate materials used in concrete, particularly on pavement surfaces and industrial flooring subjected to heavy loads. Toughness is defined as the aggregate's resistance to failure by impact and is measured by the aggregate impact value (AIV). For this, the aggregate impact value test is performed, wherein the impact is delivered by a standard hammer, which falls freely under its own weight onto the aggregates. The aggregates fragment in...
568


