产品“人性化”:内涵、维度与测量

【摘要】 在消费升级背景下,产品"人性化"日益成为产业界关注的话题。如何在新产品开发中提高人性化程度,已经成为企业必须面对的挑战。但是,营销学界对产品的"人性化"还没有形成系统的理论和测量工具,不少企业在如何落实产品的"人性化"方面也感到十分迷茫。本文首先对一项开放式问卷调查的资料进行内容分析,提出了"人性化"产品的概念和四个维度——"人体"、"人脑"、"人心"、"人类",其后根据研究的结果进行问卷调查,以因子分析初步证实了上述四维度的存在,并指出"人心"、"人类"维度是未来"人性化"的重点发展方向,这也与近年来体验营销、绿色营销盛行的趋势相吻合,具有重要的营销启示意义。更多还原

【Abstract】 The topic of "humanistic product" has become a hotspot in the Chinese market recently. However, this multidimensional concept has never been explicitly defined and measured in previous literatures. Based on an open-ended survey and a structured questionnaire survey, this paper defined the concept and summarized four dimensions of "humanistic product" :beneficial to the human body, adaptive to the human brain, pleasing to the human mind, and friendly to the human being.Then, we developed a "Humanistic Scale" as a measure of product humanistic characteristics and tested its validity through an exploratory factor analysis. The implications of this conceptualization for theory building, research and management practice were then briefly discussed.更多还原