Hi harppa ,
Please note that variations can have distinct attributes, and ATUM Export PRO needs to know which attribute you want to import the values to.
We think that using a standard format is the best way to include various name/value pairs in the same field. The values you pasted in your post are encoded in a JSON object. You can use any of the JSON formatters available online to generate a JSON string with the variation attributes.
However, we're open to suggestions to make our plugin easier to use.