Research On The Influence Mechanism Of Product Consistency And Flow Compensation On Product Evaluatio

In the face of the rapid change of consumer demand from product use value to product aesthetics and product personalized design,many products has been difficult to attract the attention of consumers and meet the "appetite" of consumers.And with the continuous development of technology,the speed of product replacement has increased sharply.In the changing market environment,enterprises constantly bring forth the new and increase the investment in product innovation.Designers’ product design is more and more "bold" breakthrough,product concept is also more and more unique.In this process from the "breaking" of product homogenization to the "establishment" of personalized design,extremely incongruent innovative products can be described as "overlapping".However,as consumers’ understanding of the product cannot be seamlessly connected with the designer’s design concept,extremely incongruent products are not as "pleasing" as expected,and consumers have a low acceptance of such products.To break this "wall" between consumers and products,based on the "unpopular" to this kind of product to the basic analysis,the cause of desire to borrow to maintain models,the same products and new products are extremely incongruent fluid compensation for different forms of Study,explore to consumer product congruence degree of difference and the influence on product evaluation.In this thesis,three formal studies were carried out to verify this,and the Studyal stimuli and fluid compensation methods were pretested before the formal Study.Study 1 Design 2(Product congruence: congruent product vs.extremely incongruent product)× 2(fluid compensation: have(dominant brand)vs.No(non-dominant brand))between-groups design Study to explore the interactive effects of product congruence and fluid compensation on product evaluation;Study 2 Design 2(product congruence: congruent product vs.extremely incongruent product)×2(fluid compensation: yes(green consumption)vs.no(non-green consumption))to explore the mediating effect of anxiety on product evaluation.In Study 3,Design 2(Product congruence: congruence vs.extremely incongruent product)× 2(fluid compensation: yes(ethnocentric product)vs.no(non-ethnocentric product))× 2(Self-esteem level: high level vs.Low level)to explore the moderating effect of individual self-esteem level on anxiety evoked by product congruence.The results showed that for extremely incongruent products,the fluid compensation significantly improved product evaluation compared with no fluid compensation,but the congruent product with or without fluid compensation had no significant effect on product evaluation(Study 1).Anxiety plays a mediating role,that is,in the absence of fluid compensation,extremely incongruent products have higher perceived inconsistencies and higher arousal anxiety levels(state anxiety)than congruent products,hence lower ratings.fluid compensation for extremely incongruent products will reduce anxiety level and improve product evaluation;However,because the anxiety level of uniformly new product arousal was low,the presence or absence of fluid compensation did not change the product evaluation(Study 2).In addition,for extremely incongruent products,the anxiety level evoked by low self-esteem was significantly higher than that evoked by high self-esteem.At this time,the fluid compensation of incongruent products for low self-esteem could reduce anxiety level and improve product evaluation.However,for those with high self-esteem,fluid compensation did not significantly change product evaluation due to the low level of self-generated anxiety.For congruent products,low self-esteem and high self-esteem did not significantly change product evaluation with or without fluid compensation.Furthermore,it can be found that anxiety level is both the cause and the result of fluid compensation.The research results of this thesis contribute to the theoretical level.Firstly,this thesis applies the meaning maintenance model in the field of psychology to the research of innovative products,and puts forward ideas and strategies to solve the problem of low evaluation of incongruent products by combining the experimental research of fluid compensation method.Secondly,the thesis explores the internal mechanism of the effect of fluid compensation and puts forward the mediating role of anxiety and the moderating role of self-esteem.In addition,this thesis improves the applicability of meaning maintenance model in other fields and advances the research depth of this theory.The research results of this thesis also have good practical value.In the process of enterprise innovation product sales,we can affirm the positive role of other aspects related to the product as much as possible,so that consumers recognize the significance of the product;Enterprises can also take certain measures to reduce or transfer anxiety;It can also analyze the characteristics of the target group and determine the degree of product innovation that can be accepted by the market.