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Enterprise Agility on Consumption Value: Bringing Satisfaction in New Product

机译：企业敏捷性的消费价值：带来新产品的满意度

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Agility becomes the norm of business, means of success. This is due to technological advances, accelerated learning process, diffusion of technologies in every sphere of life, short life cycle, high degree of risk and uncertainties. Aptly customer satisfaction has been modeled from different perspectives to address every possible explanation. Consumer behavior is very much situational. Ensuring an expected level of consumption value for new product becomes the biggest challenge to most of the marketers. How high degree of enterprise agility can bring satisfaction through confirming a satisfactory level of consumption value for new product is an issue of extensive research. A structured questionnaire is used to conduct a survey on Enterprise Agility (EA) and Consumption Value (CV). This research applies the consumption value model as the basic framework, which included the functional value, the social value, the emotional value, the epistemic value and the conditional value. The researchers also consider some agility dimensions as the influencers, that is, the brand image, consumers' perceived risk, consumer attitude towards the new product, the buying intention, and the level of post-purchase satisfaction. As putting these two theories together, this research intends to verify whether the expected consumption value will be influenced by enterprise agility. After surveying consumers and implementing a canonical analysis, the data reveals two types of correlation between enterprise agility dimensions and consumption values. One is defined as the behavioral-facilitated relationship, which means that consumer behavior characterized by brand image, attitude and post-purchase satisfaction has positive relation to having higher willingness of preferring high function, social value, enthusiastic feeling, and novelty to make them satisfied while using new product. Contrarily, the second type is called the situational-conditional relationship, which means that the perceived risk combined with intention has the higher positive relation with the conditional value. The research will give more insights to the market researchers and professionals regarding the benefits of enterprise agility to ensure more customer satisfaction.
机译：敏捷成为业务的准则，是成功的手段。这是由于技术的进步，学习过程的加速，技术在生活的各个领域中的普及，生命周期短，高风险和不确定性。适当地从不同的角度对客户满意度进行了建模，以解决所有可能的解释。消费者的行为在很大程度上取决于情况。确保新产品的预期消费价值水平成为大多数营销人员的最大挑战。通过确认新产品的令人满意的消费价值水平，高度的企业敏捷度如何带来满意度是广泛研究的问题。结构化的问卷用于对企业敏捷性（EA）和消费价值（CV）进行调查。本研究以消费价值模型为基本框架，包括功能价值，社会价值，情感价值，认知价值和条件价值。研究人员还将敏捷性维度视为影响因素，即品牌形象，消费者的感知风险，消费者对新产品的态度，购买意愿以及购买后满意度。将这两种理论放在一起时，本研究旨在验证预期的消费价值是否会受到企业敏捷性的影响。在对消费者进行调查并实施规范分析之后，数据揭示了企业敏捷性维度与消费价值之间的两种相关性。一种被定义为行为促进关系，这意味着以品牌形象，态度和购买后满意度为特征的消费者行为与更高的意愿，更偏向于高性能，社会价值，热情，新颖的产品来使他们满意具有积极的关系。在使用新产品时。相反，第二种称为情境-条件关系，这意味着与意图结合的感知风险与条件值具有更高的正向关系。该研究将为市场研究人员和专业人员提供更多有关企业敏捷性好处的见解，以确保更多的客户满意度。

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