产品设计对口碑推荐意愿的共同中介机制研究
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摘要
基于产品评价和产品情绪视角,整合性地探究产品设计对消费者口碑推荐意愿的影响机制,采用结构方程模型和Bootstrap等方法对模型进行实证检验。结果表明:产品设计的审美维度、功能维度、象征维度显著正向影响产品评价和产品情绪;产品评价和产品情绪分别独立和共同中介产品设计三维度对口碑推荐意愿的影响,且产品评价和产品情绪的共同中介效应大于其独立中介效应;消费者独特性需求显著负向调节产品评价对产品情绪及口碑推荐意愿之间的正向关系;享乐型耐用品相对于实用型耐用品,其审美维度、象征维度对产品评价及产品情绪有更强的显著正向影响,功能维度对产品评价及产品情绪的影响不存在显著差异。
This study conductes SEM and Bootstrap to empirically test the relationship of product design on referral intention from the product evaluation and product emotion perspective integrally. The results indicate that: the aesthetic,functional and symbolic dimensions significantly positive influence on product evaluation and product emotion; product evaluation and product emotion would respectively and jointly mediate the influence of three dimensions on referral intention,the joint mediation effect value of product evaluation and product emotion is greater than its independent mediation effect value; consumers' need for uniqueness significantly negative moderate the positive effect of product evaluation on the product emotion and referral intention;the aesthetic and symbolic dimensions of hedonic durable goods( vs.utilitarian durable goods) have more significantly positive impact on product evaluation and product emotion,but no significant difference in the effect of functional dimension.
This study conductes SEM and Bootstrap to empirically test the relationship of product design on referral intention from the product evaluation and product emotion perspective integrally. The results indicate that: the aesthetic,functional and symbolic dimensions significantly positive influence on product evaluation and product emotion; product evaluation and product emotion would respectively and jointly mediate the influence of three dimensions on referral intention,the joint mediation effect value of product evaluation and product emotion is greater than its independent mediation effect value; consumers' need for uniqueness significantly negative moderate the positive effect of product evaluation on the product emotion and referral intention;the aesthetic and symbolic dimensions of hedonic durable goods( vs.utilitarian durable goods) have more significantly positive impact on product evaluation and product emotion,but no significant difference in the effect of functional dimension.
引文
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[18]Berens G,Cees B M,Gerrit H.Corporate Associations and Consumer Product Responses:The Moderating Role of Corporate Brand Dominance[J].Journal of Marketing,2005,69(3):35-48.
[19]孙莹,杜建刚,李文忠,等.产品召回中的负面情绪和感知风险对消费者购买意愿的影响——基于汽车产品召回的实证研究[J].管理评论,2014,26(2):104-110.
[20]Choi N A,Jung J M,Oyunbileg T.The Impact of Emotional Arousal Levels and Valence on Product Evaluations:From Regulatory Goal Perspective[J].European Journal of Marketing,2016,50(1):77-88.
[21]罗胜强,姜嬿.管理学问卷调查研究方法[M].重庆:重庆大学出版社,2014.149-161.
[2]Homburg C,Schwemmle M,Kuehnl C.New Product Design:Concept,Measurement,and Consequences[J].Joural of Marketing,2015,79(3):41-56.
[3]Bloch P H.Seeking the Ideal Form:Product Design and Consumer Response[J].Journal of Marketing,1995,59(3):16-29.
[4]Crilly N,Moultrie J,Clarkson P J.Seeing Things:Consumer Response to the Visual Domain in Product Design[J].Design Studies,2004,25(6):547-577.
[5]李东进,李研,武瑞娟.产品设计领域的消费者审美体验[J].心理科学进展,2013,21(2):336-346.
[6]Desmet,Pieter.A Multilayered Model of Product Emotions[J].The Design Journal,2003,6(2):4-13.
[7]Hagtvedt H,Patrick V M.Art Infusion:The Influence of Visual Art on the Perception and Evaluation of Consumer Products[J].Journal of Marketing Research,2008,45(3):379-389.
[8]Creusen M E H,Schoormans J P L.The Different Roles of Product Appearance in Consumer Choice[J].Journal of Product Innovation Management,2005,22(1):63-81.
[9]高维.面向情绪设计的产品造型对顾客情绪及行为影响的研究[D].天津大学,2010.
[10]Nagamach M.Kansei Engineering:A New Ergonomic Consumer-oriented Technology for Product Development[J].International Journal of Industrial Ergonomics,1995,15(1):3-11.
[11]Carroll B,Ahuvia A.Some Antecedents and Outcomes of Brand Love[J].Marketing Letters,2006,17(2):79-89.
[12]金立印.消费者企业认同感对产品评价及行为意向的影响[J].南开管理评论,2006,9(3):16-21.
[13]江林,张博,陈贞汝.感知风险对口碑推荐意愿的影响[J].商业研究,2013(2):74-80.
[14]庞英,盛光华,张志远.环境参与度视角下情绪对绿色产品购买意图调节机制研究[J],软科学,2017,31(2):117-121.
[15]Keng C J,Tran V D,Liao T H.Sequential Combination of Consumer Experiences and Their Impact on Product Knowledge and Brand Attitude:The Moderating Role of Desire for Unique Consumer Products[J].Internet Research,2014,24(3):270-291.
[16]李东进,张亚佩,郑军.稀缺感知对购买意向的影响——基于预期后悔的视角[J].系统工程,2015,33(11):75-80.
[17]Subrahmanyan S.Effects of Price Premium and Product Type on the Choice of Cause-related Brands:A Singapore Perspective[J].The Journal of Product and Brand Management,2004,13(2):116-124.
[18]Berens G,Cees B M,Gerrit H.Corporate Associations and Consumer Product Responses:The Moderating Role of Corporate Brand Dominance[J].Journal of Marketing,2005,69(3):35-48.
[19]孙莹,杜建刚,李文忠,等.产品召回中的负面情绪和感知风险对消费者购买意愿的影响——基于汽车产品召回的实证研究[J].管理评论,2014,26(2):104-110.
[20]Choi N A,Jung J M,Oyunbileg T.The Impact of Emotional Arousal Levels and Valence on Product Evaluations:From Regulatory Goal Perspective[J].European Journal of Marketing,2016,50(1):77-88.
[21]罗胜强,姜嬿.管理学问卷调查研究方法[M].重庆:重庆大学出版社,2014.149-161.