Linking product design to consumer behavior: the moderating role of consumption experience.

ABSTRACT:

Background

Previous investigations of product design broadly link aesthetic, functional, and symbolic designs to sales growth, high turnover, and market share. However, the effect of product design dimensions on consumer willingness-to-buy (WTB) and word-of-mouth (WOM) is virtually ignored by consumer researchers. Similarly, whether the consumption experience can differentiate the effect of the three product design dimensions on WTB and WOM is completely unknown. Using categorization theory as a lens, our study aims to explore the effect of product design dimensions on consumer WTB and WOM directly and indirectly through the moderation of the consumption experience.

Methods

A convenience sample of (n=357) Chinese and (n=277) Korean shoppers was utilized to test the hypothese

SUBMITTER: Gilal NG 

PROVIDER: S-EPMC5957053 | biostudies-literature | 2018

REPOSITORIES: biostudies-literature