手机产品的设计驱动式创新对消费者购买意愿的影响机理研究

发布时间：2018-01-31 01:50

本文关键词： 设计驱动式创新 S-O-R模型精细加工可能性模型感知价值购买意愿　出处：《山西财经大学》2017年硕士论文　论文类型：学位论文

【摘要】：过去的5年,技术的迅速更新和进步使得智能手机呈现爆发式的增长,从芯片、面板到电池再到摄像镜头,一次次的技术创新推动了智能手机市场的持续繁荣。然而,2015年以后,就再也没有出现过真正意义上的技术变革。技术创新不易,对中国的企业而言更是如此,对中国的中小企业来说尤其如此。设计驱动式创新是继技术创新和市场创新之后最新提出的第三种创新,为我国企业发展提供了另一条法则。设计驱动式创新主要是强调产品文化设计的创新,着重关注社会文化发展方面的知识,而不是依赖技术创新的推动。将设计创新赋予产品可以使产品准确地击中消费者的心理需求,满足其精神体验,这既解决了企业技术创新难的问题,也满足了产品同质化下消费者更高层次的产品需求。设计创新作为新兴的研究概念越来越受到重视,现有研究大多是探究如何提高企业的设计创新能力,然而设计产品的最终目的是要获得消费者的认同进而获得企业利润。因此,探究企业如何将产品设计创新传递给消费者并有效激发消费者的购买意愿有重要意义。本文以S-O-R模型和精细加工可能性模型(ELM模型)为基础,从顾客感知价值的视角构建了以下模型:产品设计——顾客感知价值——购买意愿,并基于277份手机用户的问卷调查数据运用spss软件进行了数据分析和假设检验。研究发现:(1)产品功能设计和产品语义设计都对购买意愿有正向作用。(2)产品功能设计对价格价值和功能价值有正向作用,产品语义设计对价格价值、社会价值和情感价值有正向作用。(3)功能价值、价格价值在产品功能设计对购买意愿的作用中起部分中介作用,这是消费者进行决策的中央路径。价格价值、社会价值、情感价值在产品语义设计对购买意愿的作用中起部分中介作用,这是消费者进行决策的边缘路径。
[Abstract]:Over the past five years, rapid technological changes and advances have led to explosive growth in smartphones, from chips, panels to batteries to camera lenses. Technological innovation has driven the continued boom in the smartphone market. However, since 2015, there has been no real technological change. Technological innovation is not easy. This is especially true for Chinese enterprises, especially for small and medium-sized enterprises in China. Design-driven innovation is the latest third innovation proposed after technological innovation and market innovation. It provides another rule for the development of enterprises in China. Design-driven innovation mainly emphasizes the innovation of product culture design and focuses on the knowledge of social and cultural development. Instead of relying on the promotion of technological innovation, giving products to design innovation can accurately hit the psychological needs of consumers and meet their spiritual experience, which solves the problem of difficult technological innovation in enterprises. Design innovation, as a new research concept, has been paid more and more attention. Most of the existing research is to explore how to improve the design innovation ability of enterprises. However, the ultimate goal of designing a product is to gain the approval of the consumers and then obtain the profits of the enterprise. It is of great significance to explore how enterprises can transfer product design innovation to consumers and effectively stimulate consumers' purchase intention. This paper is based on S-O-R model and fine machining possibility model (ELM model). This paper constructs the following model from the perspective of customer perceived value: product design-customer perceived value-purchase intention. And based on the survey data of 277 mobile phone users, the data analysis and hypothetical test are carried out using spss software. Product function design and product semantic design have positive effect on purchase intention.) Product function design has positive effect on price value and function value. Product semantic design has positive effect on price value, social value and emotional value. This is the central path for consumers to make decisions. Price value, social value and emotional value play a part of intermediary role in product semantic design to purchase intention, which is the marginal path for consumers to make decisions.
【学位授予单位】：山西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.63;F273.1;F713.55

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