Research On How Extension Information Impacts Ex Ante Perceivedquality Of Extension Product Within Experience Goods Brand

Experience product refers to those whose quality is determined by consumer experience. The experience product is the important constituent which sat isfies the people spirit need. In recent years, a large number o f extensio n products emerging in experience product market achieved excellent market performance. This pheno menon is known as the extension of the experience product, which changes brand extensio n into the norm o f experience product market. However, so far there is no clear theoret ic explanat ion for the cause o f this pheno menon.The scho lars in the brand extensio n field consider the extension o f experience products through the brand networking, but the research results are not reliable.The brand networking model considers that consumer has a specific emotion and attitude towards the brand, and then pro jected the emotion and attitude onto the extension product, thereby affect ing the consumer’s attitude towards the extensio n product.. However, empirical research in the field has confirmed the pheno menon of emot ional transfer in the product, nor the path o f emotional transfer. At the same time, this paper finds that brand networking model can hardly explain the reasons that extensio n products more attract ive to consumers, so it is necessary to experience the product extended to find new theoretical explanation.Related literatures claim that product attribute informat ion is one o f the important factors to influence consumer purchase decisio ns, because ex ante perceived qualit y of experience products is generally determined by the attribute informat ion, and ex ante perceived qualit y direct ly is determined the consumer’s purchase decision. The exist ing literature s divide product attribute informat ion into the first party and third-part y information according to sources, however, theoretical analysis demonstrates that these two kinds o f informat ion is difficult to evaluate perceived qualit y accurately, such as two kinds o f informat ion are easily manipulated, and excessive informat ion disclosure may decrease the utilit y of the product experience. Rely on these two kinds of informat ion, consumers o f ex ante perceived qualit y and ex post perceived qualit y may have a big difference, thus increase the risk of purchase decisio n. Therefore the first part y and third-part y informat ion can not be fully trust ed by consumer.The theoretical analysis demonstrates that the extension product has extension informat ion independent of the first part y information and third part y informat ion. Extend informat ion formed by the parent product of the same brand includes the parent product market feedback and use r experience. Brand extension literatures claim that the parent product and extensio n product are linked in the memory by associat ions, resulting one will be wake by other in the memory, and affects thinking process. This paper argues that besides the same brand, b similar attributes in logic will also link the two together, thus parent product informat ion will affect extend product attribute. Co mpared with the first part y and third-party informat ion, extension information has the following advantages:(1) extensio n informat ion is more object ive and trustful, and hard to be manipulated;(2) extension informat ion will not leak content o f extensio n product, therefore will not decrease the ut ilit y o f extension products. So the extension informat ion can overcome the defect of the first party informat ion and the third part y informat ion, and help consumers to perceive the product qualit y more accurately before purchase..This thesis explains the extension o f the phenomenon fro m perspect ive o f extension information. It builds the basic theoret ical framework by mixing the experience product theor y, brand extensio n theory and signal theory. First this paper analyzes the co mposit ion and characterist ics o f the extensio n informat ion, and considers that the extensio n of informat ion is a reliable qualit y signal o f the qualit y of the experience product qualit y, thus affects the perceived qualit y o f the extended product. This paper also points out that the difference between extension information products and brand image on influence path. No attitude transforms when consumers do not familiar with the brand, while consumers are affected by the extension informat ion. At the same time, in reference to the brand extension o f related literature, this paper argues that the effect of extensio n informat ion is nonlinear, effect process will be adjust by three variables, including the parent product useage experience, the perceived similarit y o f parent product and extensio n product, and the parent product perceived qualit y. On the basis o f theoretical analysis, this paper puts forward and 7 hypotheses, and tests the hypothesis through the method of mathemat ical model and three empirical researches.This thesis firstly tests extension information effect to extend the influence of ex ante perceived product qualit y through mathemat ical modeling and so lving. The results show that the extensio n information will transfer qualit y o f parent product to the ex ante perceived qualit y of extension product, thus consumer perceives higher ex ante perceived qualit y o f extension product when qualit y o f parent product is good, and reverse when qualit y of parent product is bad. Then an game model of informat ion impact on consumers shows how extensio n informat ion influences consumers decision when facing extension product choice under either rigid demand or elast ic demand situat ions. The results o f the study showed that the parent product qualit y is good, extending products and co mpet itors will gain an advantage, otherwise it will gain an advantage, advantage and disadvantage with the increase of information affect the strengt h of extension. The analysis results of the mathemat ical modeling verify the possibilit y o f extending the informat ion to the pre perceived qualit y o f the product, and provide the mathemat ical basis for the empirical research..Subsequent ly, this thesis designs and conducts three empirical studies o n movie and game products respectively. Both statist ical regression of historical data and laboratory simulat ion experiment test the proposed theoretical hypotheses. Horizontally and vert ically co mparatives of three empirical research results ensure the robustness of results. The results show that the parent product market feedback and the parent product experience can direct ly affect ex ant e perceived qualit y of extend product; and existing o f extension informat ion can effect ively reduce the consumers ` doubts about the product, thus leading an indirect effect on ex ante perceived qualit y of extensio n product. In addit ion influence path o f extensio n informat ion is different from brand image. Also the parent product perceived qualit y and perceived similar adjust effect of extensio n informat ion, while parent products usage experience show insignificant adjust effect. According to the results of empirical studies, 6 o f the 7 hypotheses were confirmed.Empirical studies and mathemat ical modeling verify the extensio n informat ion influence effect to ex ante perceived product qualit y o f extensio n product fro m the perspect ive o f practice and mathemat ical respectively, and illustrate that the extension informat ion is the main reason o f extensio n pheno menon of experience product. The results o f several studies support each other and ensure the robustness of the results of the research.