دانلود رایگان مقاله ادراک طراحی مبتنی بر مشخصه و رابطه مصرف کننده با نام تجاری نقش تخصص کاربر

abstract

Why do consumers love certain brands but not some others? A major reason is the design of products made by such brands and the quality of experience. By developing a measure of product design perception as well as resultant experience, this work explores how design can be a pertinent source of strong consumer–brand relationship, operationalized as consumer-based brand equity. Literature of product design, though very rich, is still anchored to the utilitarian–hedonic value derived paradigms, with little attribute-oriented design measurement efforts, a gap this work attempts to fill. Additionally, a multi-dimensional scale is developed for an exhaustive operationalization of a product's design. A rigorous scale development process reveals five design perception dimensions, namely visual, functional, kinesthetic, interface, and information. Strong relationship between design perception, user experience and brand equity is observed providing strong advisory to designers and managers to focus on innovative experiential designs for a stronger consumer-equity.

8. General discussion and theoretical implications

This work investigates the relationship between design perception and consumer based brand equity formation, composed of three stages — design perception leading to experiential values, which in turn affect overall consumer based brand equity. It also examines the importance of user expertise in altering this relationship. Absence of an attribute-based design perception scale required a scale development effort, which culminates into conceptualization of consumer design perception as five dimensional constructs reflecting visual,functional, kinesthetic, interface and information design, well supported by literature (Garrett, 2003; Noble and Kumar, 2008, 2010; Sonderegger & Sonderegger and Sauer, 2010). Items are generated and validated for each of these sub-dimensions using mixed method approach, involving literature integration, qualitative and three stages of quantitative research. Next, the proposed model which related design perception to consumer based brand equity through experiential value is tested using data from not only the two samples used to develop the scale, but also from a third sample data with a mix of interactive devices, to ensure general validity of the scale as well as the model. Structural model results come out to be robust across all the three samples with strong relationship amongst design perception, experiential value and brand equity. The direct relation between design perception and brand equity is non-significant for all samples which indicates a strong mediation effect by user experience and confirms the importance of experiential consumption as discussed by Holbrook and Hirschman (1982) besides highlighting the role of product attributes and experiences as antecedents in shaping consumer-brand relationship (Keller, 1993). This work also examines the moderating role of user expertise in affecting design derived experiences, as suggested by Zielfe (2002), and proves so for smartphone users but not for the sample with other interactive devices.