Figure 7
The figure consists of six panels, examining the interaction strengths of product attributes related to performance and durability through line plots and heatmaps. Panel (a): The line plot visualizes the relationship between performance, labeled on the horizontal axis, ranging from 0.10 to 0.70 with an interval of 0.10, and probability on the vertical axis, from negative 0.10 to 0.20 with an interval of 0.05. The plot features multiple thin gray lines, each representing individual models or data traces of how probability varies with performance. These lines show variability across the entire horizontal axis range. A prominent yellow dashed line, labeled “average” in the legend at the top right, represents the mean trend of the gray traces. This line starts near zero probability at (0.07, 0) and shows a gentle upward trend, particularly from performance values around 0.30 onward, indicating that higher performance values are associated with a slight increase in probability, which ends at (0.724, 0.056). The thin lines are present above and below the dashed yellow line in the same pattern. Panel (b): A horizontal bar chart ranking performance interaction strengths with product attributes. This chart is titled “Interaction Strength–Performance.” The labels in the chart, listed from top to bottom, are “Performance underscore Selling Price,” “Performance underscore Durability,” “Performance underscore Logistics Service Quality,” “Performance underscore Sales Rank,” “Performance underscore Secondary Features,” “Performance underscore Warranty,” “Performance underscore Reliability,” “Performance underscore Product Information Mismatch,” “Performance underscore After-sales Services,” and “Performance underscore Primary Features.” A rightward arrow at the bottom of the graph is labeled “More Interactive.” In terms of interaction strength, “Performance underscore Selling Price” shows the strongest interaction, followed by “Performance underscore Durability.” The size of bars decreases from top to bottom, and the bar for the factor “Performance underscores primary features” is the shortest. Panel (c): A heatmap of interaction values between performance and selling price with blue-to-green shading. “Performance” is labeled on the horizontal axis, and “Selling Price” is labeled on the vertical axis, where each cell is numerically labeled and color-coded to represent the level of interaction. The horizontal axis values from left to right are 0.07, 0.13, 0.20, 0.27, 0.37, 0.49, and 0.73, and the vertical axis values from bottom to top are 2, 2.81, 5.14, 7.22, 9.95, 14.06, 22.17, 42.02, 71.17, and 125.79. At the lowest “Selling Price” of 2, the interaction values across increasing “Performance” levels are negative 0.020, negative 0.021, negative 0.021, 0.003, 0.006, 0.007, and 0.026. At 2.81, the values are reading negative 0.020, negative 0.021, negative 0.021, 0.004, 0.007, 0.008, and 0.027. At 5.14, the values are negative 0.032, negative 0.033, negative 0.032, negative 0.007, negative 0.001, negative 0.000, and 0.028. At 7.22, the values are negative 0.032, negative 0.033, negative 0.032, negative 0.007, negative 0.001, 0.000, and 0.031. At 9.95, the values are negative 0.031, negative 0.032, negative 0.032, negative 0.007, negative 0.001, 0.000, and 0.032. At 14.06, the values are negative 0.023, negative 0.024, negative 0.024, negative 0.001, 0.003, 0.005, and 0.038. At 22.17, the values are negative 0.010, negative 0.011, negative 0.011, 0.006, 0.009, 0.010, and 0.044. At 42.02, the values are negative 0.007, negative 0.007, negative 0.007, 0.009, 0.013, 0.014, and 0.046. At 71.17, the values are negative 0.003, negative 0.003, negative 0.003, 0.012, 0.014, 0.015, and 0.048. At 125.19, the values are 0.001, negative 0.000, 0.000, 0.015, 0.018, 0.020, and 0.052. Color shading ranges from dark blue for the highest positive interaction values to pale green or yellow for the most negative values. Panel (d): The line plot visualizes the relationship between durability, labeled on the horizontal axis, ranging from 0.10 to 0.80 with an interval of 0.10, and probability on the vertical axis, from negative 0.15 to 0.15 with an interval of 0.05. The plot features multiple thin gray lines, each representing individual models or data traces of how probability varies with durability. These lines show variability across the entire horizontal axis range. A prominent yellow dashed line, labeled “average” in the legend at the top right, represents the mean trend of the gray traces. This line starts near zero probability at (0.081, 0) and shows a gentle downward trend, particularly from durability values around 0.30 onward, indicating that higher durability values are associated with a slight decrease in probability, which ends at (0.80, negative 0.017). The thin lines are present above and below the dashed yellow line in the same pattern. Panel (e): A horizontal bar chart showing how durability interacts with product features, ranked by interaction strength. This horizontal bar chart is titled “Interaction Strength – Durability.” The chart displays the labels, from top to bottom, as “Durability underscore Secondary Features,” “Durability underscore Selling Price,” “Durability underscore Performance,” “Durability underscore Logistics Service Quality,” “Durability underscore Primary Features,” “Durability underscore Sales Rank,” “Durability underscore Reliability,” “Durability underscore After-sales Services,” “Durability underscore Product Information Mismatch,” and “Durability underscore Warranty.” A rightward arrow at the bottom of the graph is labeled “More Interactive.” The strongest interaction is between “Durability underscore Secondary Features,” followed closely by “Durability underscore Selling Price” and “Durability underscore Performance,” suggesting these features most heavily influence or are influenced by durability. The size of bars decreases from top to bottom, and the bar for the factor “Durability underscore Warranty” is the shortest. Panel (f): A heatmap of interaction values between durability and secondary features, labeled by numeric cell values. This heatmap shows the interaction strengths between “Durability,” labeled on the horizontal axis, and “Secondary Features,” labeled on the vertical axis, with each cell displaying a numeric value and a color gradient indicating interaction intensity. The horizontal axis has durability values: 0.08, 0.15, 0.23, 0.32, 0.44, and 0.66, arranged from left to right. The vertical axis has secondary feature values: 0.06, 0.09, 0.14, 0.20, 0.31, and 0.56, arranged from bottom to top. Each cell contains a value representing the interaction strength between a given pair of durability and secondary feature values: Row for Secondary Features 0.06: 0.013, 0.013, 0.007, negative 0.000, negative 0.003, negative 0.005. Row for 0.09: 0.004, 0.004, negative 0.002, negative 0.009, negative 0.012, negative 0.016. Row for 0.14: 0.005, 0.005, negative 0.001, negative 0.009, negative 0.011, negative 0.006. Row for 0.20: 0.009, 0.008, 0.002, negative 0.005, negative 0.008, negative 0.020. Row for 0.31: 0.010, 0.010, 0.004, negative 0.003, negative 0.006, negative 0.021. Row for 0.56: 0.011, 0.018, 0.011, 0.004, 0.007, negative 0.008. Color shading ranges from dark blue for the highest positive interaction values to pale green or yellow for the most negative values. Note: All numerical data values are approximated.PDP, ICEs and interaction strength of performance and durability. Source: Authors’ own creation