New Product Design: Concept, Measurement, and Consequences
New Product Design: Concept, Measurement, and Consequences
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DOI：
10.1509/jm.14.0199
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发表时间：
2015-05-01
影响因子：
12.9
通讯作者：
Kuehnl, Christina
中科院分区：
文献类型：
--
作者：
Homburg, Christian;Schwemmle, Martin;Kuehnl, Christina
产品设计是企业竞争优势的源泉，是企业业绩的重要驱动力。作者根据广泛的文献综述和消费者访谈，定义了产品设计及其维度。作者利用三个样本（6,418 名美国消费者以及 1,083 名和 583 名欧洲消费者）的数据，开发并验证了一种新的量表，用于从美学、功能和象征意义的维度衡量产品设计。此外，他们还调查了这些设计维度对购买意愿、口碑和支付意愿的影响。结果表明，设计维度对支付意愿产生积极影响，并且通过品牌态度直接和间接对购买意向和口碑产生积极影响。
Product design is a source of competitive advantage for companies and is an important driver of company performance. Drawing on an extensive literature review and consumer interviews, the authors define product design and its dimensions. Using data from three samples (6,418 U.S. consumers and 1,083 and 583 European consumers), the authors develop and validate a new scale to measure product design along the dimensions of aesthetics, functionality, and symbolism. In addition, they investigate the impact of these design dimensions on purchase intention, word of mouth, and willingness to pay. The results indicate that the design dimensions positively influence willingness to pay and also have a positive effect on purchase intention and word of mouth, both directly and indirectly through brand attitude.