A Study About The Effect Of In-group Identification On Servitization Consumption

With the rapid development of our country's economy,people's living standard are improving gradually and the consumption structure also upgrade constantly.Traditional functional products cannot meet the consumption demand of consumers increasingly,modern consumers more and more pay attention to the product using symbolic value and symbolic value.Due to the change of consumer demand,the servitization has become a modern manufacturing value of promotion channels,industrial upgrading and the development trend of the future.A blurring of the borders with the products and services,the current manufacturing enterprises for the consumer market are mostly the combination of products and services.No matter what companies to provide market,its final purpose is want consumers to buy it,so from the perspective of the consumer research of servitization is very necessary.Chinese under the influence of traditional Confucian culture,collective ideas and face consciousness prevailed,consumer is not exceptional also.Confucian cultural impacts adjuets and controls our ideology behavior habits,which makes the research on the consumption behavior of Chinese consumers have to consider the local culture factors.Existing research starting from the enterprise to explore more manufacturing enterprises is how to perform the product strategy and strategy of servitization,but there is few empirical study of servitization with social psychology and local culture view products.For consumers,where enterprise is a link to join the service and service is how to create value is not what they care about,their concern is manufacturing enterprises(products,services)combination can provide them with a convenient,integrated solution.In other words,consumers dont't emphasize the product or service,but a combination of consumer demand satisfaction,so understanding consumer sensitive elements in this combination is very necessary.This paper,servitization will be seen as“package”(products,services)of the consumer perspective,around(cellphone,telephone charge),(clothing,customized)design two different combinationssituation to examine the produce and service portfolio consumption behavior of consumers.Adopt the method of questionnaire survey to collect data and using regression equation to explore the in-group identification is how to affect servitization consumption by face.The results indicate that consumers' concern is not product or service,but elements that can satisfy their in-group identification needs and face need;In-group identification has significant positive effect on servitization consumption,compared with low in-group identification consumers,high in-group identification consumers pay more attention to the external and exophenotypic elements;Intermediary role of two dimenbsions of "desire to gain face" and "fear of losing face" between in-group identification and servitization consumption were not significant,but if view face as a whole it will play a fully mediating role in the process of this effect,so it reflects integrity when the face as a intermediary variable.The results for the enterprise and business provides the following enlightenment: businesses can find out elements of consumer concern when promote products,need not too much emphasis on the difference of products and services.At the same time,target consumers belong to group characteristics to establish with the relevance of the product and make the products become a link connecting individual and group;Increase symbolic significance and symbol value of(products,services)combination,let the intangible service tangibility to stimulate consumers' consciousness of face.