The Multidimensionality of Design Newness : An Empirical Survey of Product Appearance and Preference
The Multidimensionality of Design Newness : An Empirical Survey of Product Appearance and Preference
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设计新颖性的多维性:产品外观和偏好的实证调查
DOI：
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发表时间：
2014
期刊：
影响因子：
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通讯作者：
Atsushi Akiike
中科院分区：
文献类型：
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作者：
Atsushi Akiike
在本研究中，我们考察了知觉图像和消费者对产品外观偏好之间的关系。具体而言，我们集中在“设计新”的形象和它的多维性。以往的研究表明，设计新颖性和产品性能指标如销售额之间存在正相关关系。换句话说，消费者更喜欢他们认为“新”的产品。然而，有一些属性或结构的新，例如，“新奇”，“独创性”，“独特性”和“非典型性”。以前的研究很少考察这些新属性的差异。因此，在这项研究中，我们比较了这些新的结构，并研究了它们之间的关系，以性能指标。我们使用一份问卷调查消费者，其中提供了假设的产品图片作为视觉刺激，以代表上面列出的四个新属性中的每一个，以及产品偏好。从数据分析中，我们发现这四个属性之间存在着实质性的差异。由于这些属性之间的相关性不高，我们不能采用它们作为衡量一个单一的“新”的建设。我们观察到了“设计新颖”形象的多维度性。此外，从用于解释使用产品图像的产品偏好的统计分析中，我们确定每个新属性具有不同的效果。例如，“新奇”对偏好有正向影响，而“独特性”则有负向影响。我们的研究结果暗示，我们应该认识到“设计新”图像的多维性。虽然以前的研究支持新奇和性能之间的关系，我们确定，并不是所有的新奇图像积极影响消费者的评价。公司应该精心设计产品，使其“新颖”而不是“独特”。
In this study, we examined the relationship between perceptual images and consumer preferences in product appearance. Specifically, we focused on the image of “design newness” and its multidimensionality. Previous studies have proposed that there is positive relationship between design newness and product performance measures such as sales. In other words, consumers prefer products that they perceive as “new.” However, there are some attributes or constructs of newness, for example, “novelty,” “originality,” “uniqueness,” and “atypical.” Previous studies rarely examine the differences in these newness attributes. Therefore, in this study, we compared these newness constructs and examined their relationships to performance measures. We surveyed consumers using a questionnaire in which hypothetical product pictures were offered as visual stimuli to represent each of the four newness attributes listed above, as well as product preferences. From the data analysis, we found that there were substantial differences among these four attributes. Since the correlations among these attributes were not high, we could not adopt them as measurements of a single “newness” construct. We observed the multidimensionality in the “design newness” image. Moreover, from the statistical analysis used to explain product preference using product images, we determined that each newness attribute had a different effect. For example, “novelty” positively affects preference, while the “uniqueness” has a negative effect. Our findings implied that we should recognize the multidimensionality of “design newness” images. Although previous studies supported the relationship between newness and performance, we determined that not all of the newness images positively affected consumers’ evaluations. Companies should carefully design the product to be “novel” rather than “unique.”
影响因子：
7.2
作者：
ABERNATHY, WJ;CLARK, KB
通讯作者：
CLARK, KB