The purpose of this article is to investigate the influences of value proposition designs on consumers’ perception of service attributes and performances for new services. When a technology or service is new to its consumers, designing the service value proposition is a challenging task. The value proposition design is perceived and interpreted by consumers through a complex value assessment, which for new services is also influenced by prior beliefs and attitudes in addition to actual service experience. In a quasi-experiment, we test the effects of value proposition alternatives on attribute perceptions, value drivers (applying theory of planned behavior – TPB), and performance for two new services – mobile VoIP and multi-play. Results show that three of the five value propositions manipulated are reflected in service attribute perceptions. Focusing on these three value propositions, the results show that most of the value drivers are rather insensitive to the value propositions. However, a mediator analysis shows that service attribute perceptions only marginally influence service performance, measured as intention to use and consumer value, but that these effects are mediated through the value drivers. Consequently, we conclude that consumers seem to meet value proposition presentations with their existing beliefs, attitudes, norms and abilities; illustrating the importance of understanding the consumers’ value drivers in general, because so much of intention to use and consumer value are determined by prior beliefs, attitudes, norms and abilities. Managerial implications are discussed.

Keywords: New service development, value proposition, service attributes, theory of planned behavior, service innovation performance