The value created by the removal of cut lines: Evaluating the impact of finishing of industrial designs on purchase intention
The value created by the removal of cut lines: Evaluating the impact of finishing of industrial designs on purchase intention
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DOI：
10.1002/cb.2130
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发表时间：
2023-01
影响因子：
4.3
通讯作者：
Takumi Kato;Dolores Botella-Carrubi;Samuel Ribeiro-Navarrete
中科院分区：
文献类型：
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作者：
Takumi Kato;Dolores Botella-Carrubi;Samuel Ribeiro-Navarrete
颜色、材料和表面处理（CMF）是工业产品竞争力的关键。然而，在现有的消费者行为视角的CMF研究中，与颜色和材料相比，对饰面的关注不够。对涂饰的研究仅限于技术方法，缺乏对其对消费者购买行为影响的讨论。本研究探讨了日本汽车外观设计对购买意愿的影响。研究问题是：“通过去除切割线来改变成品质量对购买意愿有积极影响吗？”使用了两组图像：汽车外观的正常图像和通过删除切割线改进的汽车外观图像。在日本市场上，为了探讨汽车涂装对消费者购买意向的影响，进行了一项在线调查。随机对照试验结果表明，完成对购买意愿有显著的正向影响。本研究分析了整理与消费者特征的相互作用。多元回归模型的交互作用显示，在消费者谁强调设计，更高的完成质量促使购买意愿的更大的积极影响。在设计研究中，造型往往会引起人们的高度关注。然而，从业者不应该忽视在制造产品时改进精加工的努力。那些认为不可能向消费者传达精细整理产品质量的公司需要改变他们的想法。这些建议不仅适用于汽车行业，也适用于其他耐用消费品行业。
Color, material, and finish (CMF) are essential to the competitiveness of industrial products. However, in the existing research on CMF from the consumer behavior perspective, there is an insufficient focus on finish, compared with that on color and material. Research on finish is limited to technical methods, and there is a lack of discussion about its impact on consumer purchasing behavior. This study examines the effect of cars' exterior design finish on purchase intention in Japan. The research question is, “does changing the quality of the finish by removing cut lines have a positive effect on purchase intention?” Two sets of images were used: normal images of car exteriors and images of car exteriors improved by removing cut lines. An online survey was conducted to explore the impact of a car's finish on consumers' purchase intentions in the Japanese market. The randomized controlled trial results showed that finish had a significant positive effect on purchase intention. This study analyzes the interaction of finish with consumer characteristics. A multiple regression model with interactions revealed that, among consumers who emphasize design, a higher finish quality prompted a greater positive influence on purchase intention. In design research, styling tends to attract significant attention. However, practitioners should not neglect efforts to improve finishing when manufacturing products. Companies that consider it impossible to convey to consumers the quality of products with delicate finishing need to change their mindset. These suggestions apply not only to the automotive industry but also to other durable consumer goods industries.