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

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          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 hypotheses in the fashion apparel industry.

          Results

          Our results showed that the aesthetic design was more prominent in capturing consumer WTB for both Chinese and Koreans. Similarly, the aesthetic design was more salient in enhancing WOM for Chinese, whereas the symbolic design was more promising in terms of improving WOM for Koreans. Further, our moderation results demonstrated that the consumption experience could differentiate the effects of the three product design dimensions on consumer WTB and WOM for Chinese. By contrast, the consumption experience could only interact with the aesthetic design to improve WOM for South Koreans.

          Conclusion

          To the best of authors’ knowledge, the present study is one of the initial attempts to link three product design dimensions with consumer WTB and WOM in the fashion apparel context and explored whether consumption experience competes or complement with three product design dimensions to shape consumer WTB and WOM for Chinese and Koreans.

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          Most cited references 45

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          Brand Community

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            An Exploration of High-Risk Leisure Consumption Through Skydiving

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              Categorization of Natural Objects

               C B Mervis,  R. Rosch (1981)
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                Author and article information

                Journal
                Psychol Res Behav Manag
                Psychol Res Behav Manag
                Psychology Research and Behavior Management
                Psychology Research and Behavior Management
                Dove Medical Press
                1179-1578
                2018
                14 May 2018
                : 11
                : 169-185
                Affiliations
                [1 ]School of Management, Huazhong University of Science and Technology, Wuhan, China
                [2 ]Donlinks School of Economics and Management, University of Science and Technology, Beijing, China
                Author notes
                Correspondence: Jing Zhang, School of Management, Huazhong University of Science and Technology, 1037 Luo Yu Road, Wuhan, Hubei 430074, China, Tel +86 139 7162 3506, Email jingzhang@ 123456mail.hust.edu.cn
                Article
                prbm-11-169
                10.2147/PRBM.S161384
                5957053
                © 2018 Gilal et al. This work is published and licensed by Dove Medical Press Limited

                The full terms of this license are available at https://www.dovepress.com/terms.php and incorporate the Creative Commons Attribution – Non Commercial (unported, v3.0) License ( http://creativecommons.org/licenses/by-nc/3.0/). By accessing the work you hereby accept the Terms. Non-commercial uses of the work are permitted without any further permission from Dove Medical Press Limited, provided the work is properly attributed.

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                Original Research

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