How product complexity affects consumer adoption of new products: The role of feature heterogeneity and interrelatedness
通过四项实验研究，揭示了产品特征的异质性和相互关联性如何以不同方式影响消费者对产品可用性和能力的预期，进而影响购买意愿，为企业管理产品复杂性提供了设计、广告和销售阶段的策略建议。
Abstract Recent technological advancements allow companies to incorporate increasingly heterogeneous and interrelated features into their products, which heightens the products’ complexity. In four experimental studies conducted with two product categories, this article reveals similarities and differences in terms of how the heterogeneity and interrelatedness of product features influence consumer attitudes (i.e., expected product usability and capability) and, in turn, purchase intentions. Moreover, it shows that both neglected dimensions of product complexity affect the corresponding influence of the number of product features but do so in considerably different ways. The findings suggest that companies can foster consumer adoption by deemphasizing a product’s feature heterogeneity, thereby avoiding low expected product usability, and by emphasizing its feature interrelatedness, thereby promoting high expected product capability. This article provides insights into how companies can manage the complexity of products during both product design (i.e., before market launch) and product advertising and selling (i.e., after market launch).