A Study Of New Fridges On The Relationship Between Consumer’s Adoption And Image Perception Difference

With the rapid development of science and technology, and the increasinglycompetitive business environment, continued to launch new products to meet rapidlyChanging consumer demand, has become a corporate acquisition and an importantway to maintain a competitive advantage. In the human-centered productdevelopment process, faced with the mentality for innovative ideas of consumers,innovative product modeling can create added value for new products and generateprofits for the enterprise. It is the task for a designer to design the product to induceconsumers to buy. Designers must have the ability to understand the shape ofconsumer want the product to be, translate the feeling or image of consumer into thespecific design elements, and then design the product consumers need.The paper is to study the consumer of different acceptance on the fridge imagewhether the differences of perception exist during the diffusion process of newproduct. As an improved new product, compared with the existings, New refrigeratorhave a more reasonable functional expression, better quality and more variety ofstyles to meet the changing material and spiritual needs for consumers. In theadoption process of the consumer for new refrigerator, the shape provides the powerto consumers and affect them in the adoption behavior. Image is the bridge connectedconsumers and products.The core part of the thesis is the experimental study based on the first part. thispart sorts the consumer on different acceptance through the questionnaire dataanalysis and then explore the characteristics of different ethnic groups. the lifestyleof them is the next problem. Finally project the difference into the image of productdesign elements. It was found that the early majority of people pay more attention toenjoyment and looks; The early adopters and early majority were more concernedwith the image; The early adopters（the early majority）have more sense of usage（affinity） in the color lines more than metal color; The later majority have moresense of affinity and usage in the straight handle; The later majority have more senseof technology in the big screen; The early adopters (laggards)have more sense ofaffinity (usage)in the two doors than the multi-doors and the later majority have moresense of usage in stainless steel wire drawing than aluminium and tempered glass.