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.
引文
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