The impact of cognitive conflict on product-service system value cocreation: An event-related potential perspective. (10th January 2022)

• Record Type: Journal Article
• Authors: Zhao, Meina
• Is Part Of: Journal of cleaner production. Volume 331(2022)
• Publication Date: 2022-01-10
• Subjects: Electronic service quality -- Product-service system -- Perceived value; Factory and trade waste -- Management -- Periodicals; Manufactures -- Environmental aspects -- Periodicals; Déchets industriels -- Gestion -- Périodiques; Usines -- Aspect de l'environnement -- Périodiques; 628.5
• DOI: 10.1016/j.jclepro.2021.129987
• Languages: English
• ISSNs: 0959-6526

Abstract

Abstract: Product-service systems (PSSs) play a great role in the strategy for manufacturing servitization. The configuration of a product and service is dependent on customer requirements and acceptance, while how much perception value customers can gain is a barrier. The psychological and neural mechanisms of value cocreation are crucial issues for PSS innovation. This study adopts the method of neuromarketing to analyze the impact of the cognitional conflict elicited by the two components with heterogeneous characteristics in PSSs. An event-related potential (ERP) experiment was conducted to present the different amplitudes elicited by the PSS with different levels of matching degree and service sequence. The results confirmed the positive impact of a high-element matching degree and a descending order of service value on PSS value cocreation. The findings suggest a comprehensive and neural understanding of electronic service quality and conflict resolution during the process of PSS value cocreation in electronic commerce, particularly the application of neuroscience and service engineering toward digital product-service system design. Highlights: Element matching degree significantly affects product-service system (PSS) value perception. The impact of customers' cognitive conflict on PSS value cocreation is evaluated. The event-related potentials (ERPs) are greater for the PSS with an ascending order of e-service. Results explain the neurological activities during the processing of PSS value cocreation.