扶AI直上?老字号品牌产品设计来源对产品态度的影响研究  

Rising with the Support of AI?The Impact of Sources of Time-honored Brands’Product Design on Time-honored Brands’Product Attitudes

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作  者:张初兵[1] 乔娟娟 宋雨泽 李天歌 Zhang Chubing;Qiao Juanjuan;Song Yuze;Li Tiange(Business School of Tianjin University of Finance and Economics;Business School of Zhengzhou University)

机构地区:[1]天津财经大学商学院 [2]郑州大学商学院

出  处:《南开管理评论》2025年第3期16-26,39,共12页Nankai Business Review

基  金:国家社会科学基金后期资助项目(21FGLB055);教育部青年基金项目(23YJC630041)资助。

摘  要:近年来,AI设计爆火出圈并对人们的生活产生了巨大的影响。当老字号品牌遇到AI设计时会产生怎样的火花?深入研究AI设计老字号品牌产品的作用机理和消费者的产品态度对老字号品牌具有现实意义。本文将AI设计产品的理念引入老字号品牌的研究,通过设计四个情境实验,探讨了老字号品牌产品设计来源(AI v s.人类)对产品态度的影响、中介机制及边界条件。研究结果显示,老字号品牌使用AI(v s.人类)设计产品对消费者产品态度产生积极影响,其中新奇感起到中介作用。同时,老字号品牌产品设计来源对新奇感的影响受到品牌概念的调节及消费者怀旧倾向的再调节作用。此外,消费者对老字号品牌的规范信念在老字号品牌产品设计来源对产品态度的影响中起调节作用。本研究拓展了老字号品牌产品设计的理论研究,为老字号品牌如何选择产品设计来源以改善消费者的产品态度提供了实践启示。Time-honored brands serve as symbols of China’s rich cultural heritage,embodying the continuity of its longstanding traditions.However,as market dynamics and technological advancements evolve,many of these brands face significant challenges.In terms of product innovation,some time-honored brands remain entrenched in tradition,exhibiting a lack of innovation and adaptability.Others struggle with slow product iteration,and their newly introduced offerings often fail to gain consumer acceptance in the market.With the rapid advancements in generative AI,this technology has demonstrated its potential to replace human effort in product design.AI-driven design offers several advantages:it significantly reduces firms’research and development costs,accelerates the pace of new product launches,and leverages big data analytics to capture consumer preferences more effectively.Notably,some brands have already integrated AI into their product design processes,yielding positive market responses.For instance,the Chinese ice cream brand Chicecream utilized AI to develop the SaSaa ice cream,which successfully attracted consumer attention and boosted sales.Similarly,the AI-designed chairs by Kartell gained widespread acclaim at Milan Design Week,receiving highly positive feedback from audiences.While these applications of AI-driven design have proven successful among emerging and international brands,consumer attitudes toward the adoption of AI in product design by time-honored brands remain unclear.The theory of novelty categorization posits that when an event does not fit into existing categories,it stimulates individuals,eliciting a sense of novelty.Novelty refers to new and unfamiliar cognitive stimuli for consumers—experiences that conflict with prior expectations and are perceived as fresh and unexpected.Building on the theory of novelty categorization,this study proposes that compared to human-designed products,AI-designed products from time-honored brands elicit greater consumer-perceived novelty,leading to more posit

关 键 词:老字号品牌 AI设计 新奇感 品牌概念 怀旧倾向 规范信念 

分 类 号:F273.2[经济管理—企业管理]

 

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