| 顾客感知视角下设计驱动力对创新的影响研究 |
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| 引用本文： | 薛捷.顾客感知视角下设计驱动力对创新的影响研究[J].科学学研究,2016,0(7):1111-1120. |
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| 作者姓名： | 薛捷 |
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| 作者单位： | 华南师范大学公共管理学院管理科学系 |
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| 基金项目： | 教育部人文社会科学研究规划基金，广东省软科学研究计划项目，广东省普通高校特色创新类项目 |
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| 摘 要： | 设计作为技术和市场之外的第三种创新驱动力已开始得到越来越多的研究重视,但从顾客感知的视角来探讨产品设计如何对渐进性创新和根本性创新产生影响的经验研究尚不多见。基于"产品设计→顾客感知质量→顾客购买意愿和口碑传播"的理论模型,通过针对渐进性创新和根本性创新分别展开调查研究,实证分析结果显示设计驱动力的美学维度和功能维度对于渐进性创新和根本性创新的顾客感知与行为的影响并不一致,对渐进性创新来说,设计的美学维度和功能维度除了对于顾客购买意愿和口碑传播具有直接的正向影响,还通过顾客感知质量对其产生间接作用;对于根本性创新来说,设计的美学维度和功能维度均要完全通过顾客感知质量来间接作用于顾客购买意愿和口碑传播。此外,设计驱动力的象征意义维度对于渐进性创新和根本性创新的顾客感知与行为的影响具有一致性,即设计的象征意义维度对于两种创新类型的顾客购买意愿和口碑传播均有着直接的正向影响,但对于顾客感知质量的影响都不显著。
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| 关 键 词： | 设计驱动 渐进性创新 根本性创新 感知质量 购买意愿 口碑传播 |
| 收稿时间： | 2015-10-19; |
Research on the effects of design on innovation based on customers' perceptions |
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| Abstract: | Design is a very important driving force of innovation which has been getting increasing attention by entrepreneurs and academic researchers. This paper purpose to explore how different dimensions of design influence customers` perceived quality, purchase intention and word of mouth for incremental and radical innovation. Using data from two samples of incremental innovation and radical innovation, the results indicate that for incremental innovation, aesthetic and functional dimensions of design not only have significantly direct influence on customers` purchase intention and word of mouth but also have indirect influence on customers` purchase intention and word of mouth. For radical innovation, aesthetic and functional dimensions of design have to influence on customers purchase intention and word of mouth indirectly through customers` perceived quality. Furthermore, no difference was found between incremental and radical innovation for the effects of symbolic dimension of design on customers purchase intention and word of mouth, the symbolic dimension of design has a directly positive influence on customers purchase intention and word of mouth but has insignificant influence on customers` perceived quality for both innovation categories. |
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| Keywords: | design-driven incremental innovation radical innovation perceived quality purchase intention word of mouth |
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