The Effect of Product Design on Consumer's Price Sensitivity: Focusing on the Mediating Effect of Consumer’s Emotional State
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Product designs play a very important role in the purchasing decision-making process of consumers. Therefore, this study aims to examine how the two factors of product design, "form" and "function," affect consumers' price sensitivity and its mechanism through experimental research. In experiment, this study shows that aesthetically designed products lower the price sensitivity of consumers, while functionally designed products increase the price sensitivity of consumers. In addition, this study indicates that this effect is caused by consumers' emotional state. To be more specific, this study suggests that aesthetically designed products lower price sensitivity by generating consumers' high-arousal emotion, while functionally designed products increase price sensitivity by causing consumers' low-arousal emotion. Finally, this study intends to discuss the theoretical significances and practical implications of the experimental results.
Abstract
Product designs play a very important role in the purchasing decision-making process of consumers. Therefore, this study aims to examine how the two factors of product design, "form" and "function," affect consumers' price sensitivity and its mechanism through experimental research. In experiment, this study shows that aesthetically designed products lower the price sensitivity of consumers, while functionally designed products increase the price sensitivity of consumers. In addition, this study indicates that this effect is caused by consumers' emotional state. To be more specific, this study suggests that aesthetically designed products lower price sensitivity by generating consumers' high-arousal emotion, while functionally designed products increase price sensitivity by causing consumers' low-arousal emotion. Finally, this study intends to discuss the theoretical significances and practical implications of the experimental results.
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