دانلود رایگان مقاله مشارکت مصرف کننده در طراحی و اجرای مراحل تولید

عنوان فارسی
مشارکت مصرف کننده در طراحی و اجرای مراحل تولید : چگونگی تولید و روابط بین ارزیابی مصرف کننده و محصولات
عنوان انگلیسی
Consumer participation in the design and realization stages of production: How self-production shapes consumer evaluations and relationships to products
صفحات مقاله فارسی
0
صفحات مقاله انگلیسی
14
سال انتشار
2014
نشریه
الزویر - Elsevier
فرمت مقاله انگلیسی
PDF
کد محصول
E2432
رشته های مرتبط با این مقاله
مدیریت و علوم اقتصادی
گرایش های مرتبط با این مقاله
بازاریابی و مدیریت کسب و کار
مجله
مجله بین المللی پژوهش در بازاریابی - Intern. J. of Research in Marketing
دانشگاه
دانشکده تحصیلات تکمیلی کسب و کار، دانشگاه اوزیگین، استانبول، ترکیه
کلمات کلیدی
خود تولید، شرکت ایجاد، خود طراحی، تولید فیزیکی، رابطه فرد شی
چکیده

ABSTRACT


Psychological responses of consumers to specific stages of self-production activities are investigated in four studies. Findings reveal that consumer participation in the realization stage (physical production) enhances affective commitment to the product. However, physical production without opportunity to express choice or creativity during the production process does not change the symbolic meaning of the product (how self-expressive it is) and, therefore, does not result in identification with the product. Participation during the design stage (input-specification) enhances identification, leading to affective commitment, which in turn enhances evaluation of the self-made product. Finally, engaging consumers in both the realization and design stages of the production process does not create value for consumers over and above the main effects created by a high level of participation in either stage.

نتیجه گیری

7. Limitations and future research


Our research presents several other interesting questions that have considerable practical implications. For example, personality variables (i.e., creativity, liking to work with one's hands) may moderate the value created through different stages of production and are domains ripe for exploration. Consumers who enjoy working with their hands and expressing themselves through physical labor may identify with self-made products even if they only participate in the realization stage, since manual labor is part of their self-identity. Our studies involved university students who may have higher needs for cognition than many non-students and may value design more than assembly or customized construction opportunities. Hence, design participation may have been relatively more important for our population and may add more value than craftsmanship or manual effort.


بدون دیدگاه