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Pioneering customers as change agents for new energy efficiency services—an empirical study in the Finnish electricity markets

机译：开拓客户，成为新能源效率服务的变革推动者—芬兰电力市场的一项经验研究

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摘要

Energy companies are in dire need of new business models that bring revenues from energy services rather than from increasing energy use. Smart meters and grids offer new opportunities for such services. However, there is a lack of research on what the market potential of such services could be in end-user markets. Certain innovative consumers are more likely to be the first to test new technology-based services and engage in new service co-creation. However, identification of such innovator or lead user customers is difficult especially for electricity end-use efficiency, an invisible and unexciting service for most consumers. This article identifies pioneering customers for novel energy efficiency services offered by electricity providers in terms of psychological factors from an empirical data collected with a consumer survey in spring 2013. We also analyse the similarities and differences between pioneering customers and the mass market with the principal component analysis. We find that certain characteristics of pioneering customers (expertise, ahead-of-the-market needs) could become more widespread in the market due to rising energy prices and improved billing and metering. However, some other aspects contributing to innovativeness (such as experimentalism) are less likely to develop among average consumers, who are more likely to rely on leading companies and seek recommendations from peers before obtaining new services. These differences among consumers need to be taken into account in order to offer consumers usable and useful products and peer group-relevant marketing.
机译：能源公司迫切需要能够从能源服务而不是增加能源使用中获得收益的新商业模式。智能电表和电网为此类服务提供了新的机会。但是，缺乏关于此类服务在最终用户市场中的市场潜力的研究。某些创新的消费者更有可能率先测试基于新技术的服务并参与新的服务共同创建。但是，很难确定此类创新者或主要用户的客户，特别是对于电力最终使用效率而言，对于大多数消费者而言，这是一种看不见且令人兴奋的服务。本文从心理因素的角度，根据2013年春季消费者调查收集的经验数据，确定了电力供应商提供的新型能效服务的开拓客户。我们还分析了开拓客户与大众市场之间的异同（主要组成部分）分析。我们发现，由于能源价格上涨以及计费和计量方式的改进，开拓性客户的某些特征（专业知识，超前的需求）可能会在市场中变得越来越普遍。但是，其他一些有助于创新的方面（例如实验主义）在普通消费者中发展的可能性较小，而普通消费者更可能依赖领先公司并在获得新服务之前寻求同行的推荐。为了向消费者提供可用和有用的产品以及与同龄人相关的营销，需要考虑到消费者之间的这些差异。

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