产品设计对消费者口碑传播的影响机制研究——情绪与感知质量的中介效应  

The Influence Mechanism of Product Design on Consumer Word-of-Mouth Communication:The Mediating Effect of Emotion and Perceived Quality

作　　者：朱振中[1] 刘福 卫海英[2] 吴俊宝 ZHU Zhenzhong;LIU Fu;WEI Haiying;WU Junbao(Business School, Shandong University of Technology, Zibo 255000, China;Management School, Jinan University, Guangzhou 510632, China)

机构地区：[1]山东理工大学管理学院,山东淄博255000 [2]暨南大学管理学院,广东广州510632

出　　处：《大连理工大学学报（社会科学版）》2022年第4期55-62,共8页Journal of Dalian University of Technology(Social Sciences)

基　　金：国家自然科学基金项目“服务仪式对品牌福祉的影响机制研究——以互动仪式链为视角”(71772077);山东省自然科学基金项目“社交媒体情景下明星-网红组合代言提升国货品牌资产的路径、因素与对策研究”(ZR2021MG036)。

摘　　要：消费者口碑对产品创新具有重要影响。基于产品设计的视角进行口碑传播的相关研究,通过引入情绪与感知质量,探讨了产品设计影响消费者口碑传播的机制与影响因素。基于多组结构方程模型的分析表明,在渐进性创新和突破性创新下产品外观设计影响口碑传播的作用机制是不同的,创新类型具有调节效应。在渐进性创新情形下,产品设计的美学与象征维度通过情绪两个维度——愉悦和唤醒以及感知质量对消费者口碑传播产生正向影响。在突破性创新情形下,美学设计正向影响口碑传播,象征设计通过唤醒对口碑传播产生间接影响,愉悦与感知质量不发挥中介作用。The consumers’word-of-mouth communication has a strong impact on product innovation.Based on the research of word-of-mouth communication from the perspective of product design,this paper discusses the mechanism and influencing factors for product design to shape consumers’word-of-mouth communication by introducing emotion and perceived quality.The analysis based on multi-group structural equation model shows that the influencing mechanism of product appearance design on word-of-mouth communication is different under incremental innovation and radical innovation,and the type of innovation has a mediating effect.In the case of incremental innovation,the aesthetic and symbolic dimensions of product design have a positive impact on the word-of-mouth communication of consumers through the two dimensions of emotions——pleasure and arousal and perceived quality.In the case of radical innovation,aesthetic design has a positive influence on word-of-mouth communication,symbolic design plays an indirect role in shifting word-of-mouth communication through arousal while pleasure and perceived quality do not play a mediating role in this process.

关 键 词：产品设计 渐进性/突破性创新 情绪 感知质量 口碑传播 

分 类 号：F272.3[经济管理—企业管理]