The Study On Influence Of The Excess Product Function To Consumption Cost

Nowadays, the phenomenon of excess product function is very conspicuous. The so-called "excess function" is there are excess functions, or quality, or unnecessary features in the process of product design and manufacturing. On the one hand, product manager finds there are more and more functions in the product. On the other hand, consumers can't find the just product they want. This phenomenon manifested in the various industries and product areas, it was especially serious in the electronics industry, for example, the cell phone. With the development of economy and the improvement of consumer purchasing power, mobile phone is not a luxury product anymore, but a common consumable accept by many family, mobile phone evolves into today's "functional gathering container" from the initial hair cell phone text messages and phone calls and other basic functions. However, many consumers don't use all the mobile phone's functions, according to our research,80% of consumers believe that their phone features is surplus, the average rate of excess functions is 19.2%. This shows that the phenomenon of excess mobile phone features is very prominent, consumers has increased spending for features they do not need. From the existing literatures, we found that some scholars have turned their attention to the study of such phenomena, but most are still stuck in qualitative research level, the phone features the cost of excess consumption, there is still lack of empirical research on the influence of the excess mobile phone feature to consumption cost.In view of this, this thesis takes mobile phone for example to explore the relation between product function of excess and consumption cost. Based on past study of consumption cost, the consumption cost is divided into two dimensions in this paper:purchase cost and use cost. On this basis, combined with the characteristics of mobile phone, the purchase cost is divided into the cost of money, time, cost and energy costs; the use cost is divided into learning costs, and the supporting cost, maintenance costs and psychological security costs, four dimensions in all. Then construct this study model to find the relationship excess product feature and the purchase cost, use cost and their respective sub-dimensions, bringing forward the corresponding hypothesis.In response to the research hypothesis, this study design the questionnaire, and obtain 225 valid questionnaires through actual investigation, using SPSS software for analysis after collating the data, and the results showed that:1:there is significant positive correlation between the excess product features and the purchase cost, the related degree of excess product function and time cost is greater than the related degree of excess product function and money cost.2:there is significant positive correlation between the excess product features and the use cost, the related degree of excess product function and learning cost is greatest, the related degree of excess product function and psychological security costs is lowest.