Research On Product Feature Fatigue

More and more producers introduce the products with abundant functions as tactics and means of the market competition. Each consumer can acquire a lot of functions through buying a product. In fact, consumers think they want feature-loaded offerings when they’re shopping. But once they start using their purchase, they suffer feature fatigue:they become overwhelmed by the product’s complexity and annoyed by features they realize they don’t want or need. Consideration causes is different from people’s expected utility to actual utility. So the feature which seems expected attractive may not be good in using actually. This phenomenon is called "product feature fatigue".This paper regards electronic product as the research object and carries on systematic analysis and modeling for the attration degree and usability degree of the product, and then discusses the problem of product feature fatigue:(1) On the basis of the analysis for product attration factors, the paper constructs the attraction evaluation index system and designs a questionnaire. It adopts methods such as multidimensional yardstick, cluster, etc to set up the mobile phone attraction evaluation scale. Two cognitive factors about the mobile phone are confirmed by the factor analysis:outside factor and latent factor.(2) The preface relation method and coarse method are used to confirm the weight of the attraction indexes. At the concept of the essential features of cell array and multidimensional spaces distance in Matlab, two-planning mathematical model based on space distance is set up to confirm the weight integration scheme. The attraction degree model is constructed at last.(3) The paper puts forward usability degree concept on the basis of usability concept. It constructs evaluation index system by the analysis of usability degree factors. It confirms the weight of each index through the expert investigation to set up the product usability degree model.(4) It defines the product feature fatigue and analyzes the reasons and consequences brought of products with feature-loaded. The severity of feature fatigue is recognized. Concrete methods are recommended to confirm whether the product has feature fatigue. It confirms the function quantity of a product from two aspects which are second-purchase and the goal of an enterprise. A suggestion is also given that how to choose concrete functions of a product by Kano model.