The Effects of Design Attributes on Other Attributes and Product Evaluation
0
조회
0
다운로드
1
인용
0
참고문헌
키워드
초록
This study examines how consumers’ perceptions of a product’s design attributes influence their perceptions on other product attributes, and attitudes toward the focal product. This study explored image-related adjectives in order to analyze product attributes, which are categorized into design, symbolic, and functional factors. The empirical test results confirmed the mediating role of attitudes toward design, which indicate the overall preference about product design, between design attributes and attitudes toward product, while the hypothesis of the moderating role of design sensitivity was not supported. These findings revealed that design attributes have influences beyond the aesthetic value, as product design rouses symbolic value and delivers information about functions. Therefore, in the context of product development process, it would be effective to distinguish design elements that can strengthen advantages and supplement weaknesses and to measure attitudes toward design that can be an important index of product evaluation.
Abstract
This study examines how consumers’ perceptions of a product’s design attributes influence their perceptions on other product attributes, and attitudes toward the focal product. This study explored image-related adjectives in order to analyze product attributes, which are categorized into design, symbolic, and functional factors. The empirical test results confirmed the mediating role of attitudes toward design, which indicate the overall preference about product design, between design attributes and attitudes toward product, while the hypothesis of the moderating role of design sensitivity was not supported. These findings revealed that design attributes have influences beyond the aesthetic value, as product design rouses symbolic value and delivers information about functions. Therefore, in the context of product development process, it would be effective to distinguish design elements that can strengthen advantages and supplement weaknesses and to measure attitudes toward design that can be an important index of product evaluation.
참고문헌 (38)
- Babin, Barry J., "Work and", or fun : Measuring hedonic and utilitarian shopping, 1994, pp.20(4), 644~656
- Bagozzi, Richard. P., "The social psychology of consumer behavior" (2002), Open University Press
- Baron, Reuben M., "The moderator-mediator distinction in social psychological research : Conceptual, strategically considerations", Journal of Personality and Social Psychology, 51, pp.1173~1182 (1986)
- Batra, Rajeev, "Measuring the hedonic and utilitarian sources of consumer attitudes", Marketing Letters, 2, pp.159~170 (1990)
- Berkowitz, Marrin, "Product shape as a design innovation strategy", Journal of Product Innovation Management, 4, pp.274~283 (1987)
- Bitner, Jo M., "Servicescapes: The impact of physical surroundings on customers and employees", Journal of Marketing, 56, pp.57~71 (1992)
- Bloch, Peter H., "Seeking the ideal form: Product design and consumer response", Journal of Marketing, 59(3), pp.16~29 (1995)
- Bloch, Peter H., "Individual differences in the centrality of visual product aesthetics: concept and measurement", Journal of Consumer Research, 29, pp.551~565 (2003)
- Chaudhuri, Arjun, "The chain of effects from brand trust and brand affect to brand performance : The role of brand loyalty", Journal of Marketing, 65(2), pp.81~93 (2001)
- Chitturi, Ravindra, "Delighted by design: The role of hedonic versus utilitarian benefits", Journal of Marketing, 72, pp.48~63 (2008)
- Creusen, Marielle E. H., "The different roles of product appearance in consumer choice", The Journal of Product Innovation Management, 22, pp.63~81 (2005)
- Csikszentmihalyi, Mihaly, "The Art of Seeing:An Introduction of the Aesthetic Encounter" (1990), Oxford Univ Press
- Dawar, Niraj, "Marketing universals: Consumers’use of brand name, price, physical appearance, and retailer reputation as signals of product quality", Journal of Marketing, 58(2), pp.81~95 (1994)
- Dumaine, Brian, "Design that sells and sells and …", Fortune (March 11), 86~94 (1991)
- Hirschman, Elizabeth C., "Hedonic consumption : Emerging concepts, methods and propositions", Journal of Marketing, 46(3), pp.92~101 (1982)
- Holbrook, Morris B., "Advances in Consumer Research", pp.104~108 (1980), Association for Consumer Research
- Holbrook, Morris B., "Progress and Problems in Research on Consumer Esthetics" (1987), Association for Cultural Economics, University of Akron
- Holbrook, Morris B., "The effects of situation, sequence, and features on perceptual and affective responses to product designs: The case of aesthetic consumption", Empirical Studies of the Arts, 10(1), pp.19~31 (1992)
- Holbrook, Morris B., "The experiential aspects of consumption: Consumer fantasies, feelings, and fun", Journal of Consumer Research, 9, pp.132~140 (1982)
- Holbrook, Morris B., "Artistic creation, artworks, and aesthetic appreciation", Advances in Non-Profit Marketing, 1, pp.1~54 (1985)
- Kempf, Deanna S., "Attitude formation from product trial: Distinct roles of cognition and affect for hedonic and functional products", Psychology and Marketing, 16(1), pp.35~50 (1999)
- Kotler, Philip, "Design-a powerful but neglected strategic tool", Journal of Business Strategy, 5(Fall), pp.16~21 (1984)
- Lennox, Richard D., "Revision of the selfmonitoring scale", Journal of personality and social psychology, 46(6), pp.1349~1364 (1984)
- MacKenzie, Scott B., "The role of attitude towards the ad as a mediator of advertising effectiveness: A test of competing explanation", Journal of Marketing Research, 2, pp.130~143 (1986)
- McCracken, Grant, "Culture and consumption: A theoretical account of the structure and movement of the cultural meaning of consumer goods", Journal of Consumer Research, 13(1), pp.71~84 (1986)
- Midgley, David F., "Innovation and New Product Marketing" (1977), John Wiley and Sons, Inc
- Murdoch, Peter, "Industrial Design in Engineering", pp.105~131 (1983), The Design Council
- Noble, Charles H., "Exploring the appeal of product design: a grounded value-based model of key design elements and relationships", The Journal of Product Innovation Management, 27, pp.640~657 (2010)
- Nussbaum, Bruce, "Smart Design", Business Week (April 11), 102~117 (1988)
- Nussbaum, Bruce, "Hot Products", Business Week (June 7), 54~57 (1993)
- Orth, Ulrich R, "Holistic package design and consumer brand impressions", Journal of Marketing, 72(3), pp.64~81 (2008)
- Schmitt, Bernd H., "Marketing Aesthetics: The Strategic Management of Brands, Identity, and Image" (1997), The Free Press
- Snyder, Charles R., "Uniqueness; The Human Pursuit of Difference" (1980), Plenum
- 성영신, "신(新)기술 제품 디자인에 대한 소비자 반응 연구", 한국심리학회지: 소비자·광고, 4(1), pp.1~23 (2003), 한국소비자·광고심리학회
- Veryzer, Robert W. Jr., "Advances in Consumer Research", pp.641~645 (1995), Association for Consumer Research
- Veryzer, Robert W. Jr., "The influence of unity and prototypicality on aesthetic responses to new product designs", Journal of Consumer Research, 24(4), pp.374~394 (1998)
- Vihma, Susann, "Products as Representations: a Semiotic and Aesthetic Study of Design Products" (1995), University of Art and Design
- Yamamoto, Mei, "The impact of product aesthetics on the evaluation of industrial products", Journal of Product Innovation Management, 11, pp.309~324 (1994)