Linking product design to consumer behavior: the moderating role of consumption experience.
Linking product design to consumer behavior: the moderating role of consumption experience.
复制标题
将产品设计与消费者行为联系起来：消费体验的调节作用
DOI：
10.2147/prbm.s161384
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发表时间：
2018
影响因子：
4.3
通讯作者：
Gilal FG
中科院分区：
文献类型：
--
作者：
Gilal NG;Zhang J;Gilal FG
背景以前的产品设计调查广泛地将美学，功能和象征性设计与销售增长，高营业额和市场份额联系起来。然而，产品设计维度对消费者购买意愿（WTB）和口碑（WOM）的影响几乎被消费者研究者所忽视。同样，消费体验能否区分产品设计三个维度对WTB和WOM的影响，也是完全未知的。本研究以范畴化理论为透镜，探讨产品设计维度通过调节消费体验直接和间接影响消费者的WTB和WOM。方法采用方便抽样的方法，以357名中国消费者和277名韩国消费者为研究对象，对研究假设进行检验。结果中国人和韩国人都认为美学设计在吸引消费者的意愿上更为突出。同样，美学设计在提高中国人的口碑方面更显着，而象征性设计在提高韩国人的口碑方面更有前途。此外，我们的调节结果表明，消费体验可以区分三个产品设计维度对中国消费者的WTB和口碑的影响。相比之下，消费体验只能与美学设计相互作用，以提高韩国人的口碑。结论据作者所知，本研究是在时尚服装背景下将产品设计三个维度与消费者WTB和WOM联系起来的初步尝试之一，并探讨了消费体验与产品设计三个维度在塑造中国和韩国消费者WTB和WOM方面的竞争或互补作用。
Background Previous investigations of product design broadly link aesthetic, functional, and symbolic designs to sales growth, high turnover, and market share. However, the effect of product design dimensions on consumer willingness-to-buy (WTB) and word-of-mouth (WOM) is virtually ignored by consumer researchers. Similarly, whether the consumption experience can differentiate the effect of the three product design dimensions on WTB and WOM is completely unknown. Using categorization theory as a lens, our study aims to explore the effect of product design dimensions on consumer WTB and WOM directly and indirectly through the moderation of the consumption experience. Methods A convenience sample of (n=357) Chinese and (n=277) Korean shoppers was utilized to test the hypotheses in the fashion apparel industry. Results Our results showed that the aesthetic design was more prominent in capturing consumer WTB for both Chinese and Koreans. Similarly, the aesthetic design was more salient in enhancing WOM for Chinese, whereas the symbolic design was more promising in terms of improving WOM for Koreans. Further, our moderation results demonstrated that the consumption experience could differentiate the effects of the three product design dimensions on consumer WTB and WOM for Chinese. By contrast, the consumption experience could only interact with the aesthetic design to improve WOM for South Koreans. Conclusion To the best of authors’ knowledge, the present study is one of the initial attempts to link three product design dimensions with consumer WTB and WOM in the fashion apparel context and explored whether consumption experience competes or complement with three product design dimensions to shape consumer WTB and WOM for Chinese and Koreans.