Feature fatigue analysis based on behavioral decision making

Feature fatigue represents the phenomenon that customers prefer to choose high-feature products at the purchasing moment (before use); but once they start using the products (after use), they become overwhelmed by the complexity of these high-capability products and annoyed by the features they realize they don´t want or need. Feature fatigue will decrease customer satisfaction and negatively impact manufacturer´s long-term profit. In this paper, we propose a novel method based on behavioral decision making theory to analyze feature fatigue. We adopt six-dimensional perceived value model to analyze the effect of adding features on customer´s perceived value before and after use. Further, we propose an analysis model to analyze feature fatigue quantitatively.