Comprehensive classification analysis of cross-border e-commerce product attributes

In the actual operation of cross-border e-commerce, companies are faced with the challenge of accurately grasping consumer needs. This challenge comes from the fact that consumers often have difficulty in clarifying their specific needs, and at the same time, companies may also have biased judgments on consumer psychology. Therefore, more and more companies are beginning to adopt methods of analyzing product attributes to specify consumer needs and achieve multi-dimensional demand analysis.

Basic concepts of product attributes

Product attributes refer to the characteristics of a product that can meet certain needs of consumers. When consumers choose a product, they often view it as a combination of multiple attributes. For example, when choosing a down jacket, consumers will consider comfort, warmth, design, price and other features.

Main types of product attributes

Product attributes can be classified from multiple dimensions. The following are some common classification methods:

1. Intrinsic properties
   Intrinsic attributes refer to the physical composition of the product, including raw materials, manufacturing processes, and form. For example, the intrinsic properties of a teacup may involve material, capacity, color, etc.

2. External attributes
   Extrinsic attributes are characteristics that are evaluated without using the product, including brand, packaging, service, price, etc. For example, the external attributes of sports shoes include brand, selling price, and after-sales service.

3. Performance properties
   Performance attributes are characteristics that can be evaluated through use of the product. Evaluation methods can be divided into subjective and objective. For example, a car’s fuel consumption can be assessed through fueling records (objective) or driver surveys (subjective).

4. Abstract Properties
   Abstract attributes refer to the integration of multiple product features into a certain attribute, usually involving user intentions and usage scenarios. For example, attraction attributes of a park for children include rides and free toys.

Consumers’ classification of product attributes

Analyzing consumers’ attitudes towards product attributes helps to further subdivide product attributes, which can be divided into two levels:

First level judgment

1. Basic properties
   Refers to attributes that consumers consider necessary for all similar products, such as the protective function of shoes. Such attributes usually do not affect consumers’ choices.

2. Differential attributes
   Characteristics that indicate a product is different from similar products are important factors that influence consumer choice, such as the style and color of clothing.

3. Featured Properties
   Reflect the biggest and most fundamental difference between a certain product and similar products, such as unique production technology.

Second level judgment

On the basis of basic attributes, differential attributes and characteristic attributes, further classification is carried out according to consumers’ subjective attitudes:

1. Indispensable attributes
   Performance on these attributes is typically equal to or slightly better than competing brands.

2. Tolerance attributes
   Performance flaws that consumers can accept, while believing that competing brands have similar problems.

3. Optional
   Consumers are generally indifferent to such attributes.

4. Satisfaction attributes
   The differentiated attributes of the product are superior to competing brands.

5. Unsatisfactory attributes
   When the performance of differentiated attributes is inferior to that of competing brands, it will cause consumer dissatisfaction.

6. Exciting attributes
   Generating distinctive attributes that outperform competing brands.

7. Provoke attribute
   Feature attributes that match consumers’ negative attitudes may lead to decisions to switch brands.

By understanding and analyzing the above product attribute classifications, companies can better meet consumer needs and enhance market competitiveness when designing and promoting products.