| Cool(coolness)has become an important criterion for the evaluation of product.Some corporations keenly have captured value of coolness that is applied to the product design and development,as a means of differentiation competitive strategy.However,companies rarely like Apple,Samsung and Nike,etc.,to design or develop enough cool products in china.An increasingly crucial reason is that Chinese designers and developers of product are without a clear understanding of the concept of perception of cool,as a result of the lack of localization of the evaluation standards of cool.Although the experience of successful enterprises shows that cool product characteristics can promote consumers to purchase,it is vague that as a multi-dimensional social structure,the various dimensions of the perception cool impact on purchasing intentions of consumer,and it is not clear that the various dimensions of internal logic and the various dimensions is how to promote consumers’ willingness to purchase.Moreover,there are various social signs that perceived coolness may stimulate the customer citizenship behavior.whether perceived coolness promotes customer’s citizenship behavior and these are not currently found in domestic and foreign literatures on this issue discussion.This paper takes digital products as the research object to re-test the Chinese version of the structure of perceived coolness,and explore the effects of consumer perception of cool on consumer’s purchase behavior and customer citizenship behavior.To this end,we first use the definition and scale of perception coolness of professor Sundar to test the validity and validity of Chinese version of perception coolness scale,and compare the cross-cultural differences of Chinese and foreign scale structure by using questionnaire survey to gather a data from Chinese consumers’ evaluation of iphone 6 / 6s.Secondly,the paper uses the integrated of iphone 6 /6s and apple watch empirical survey data to verify the impact of perception cool on consumer purchasing intentions,and the first to study of internal relations,and then to study their impacts on the purchase behaviors,revealing the mechanism of perception of cool on consumerpurchase intention.Finally,in order to better understand the impact of perception coolness on consumer behavior,this paper explores the influence of perception coolness on customer citizenship behavior.The main research results are as follows:(1)The Chinese version of perception coolness scale has fine reliability and validity,and can be used as a perception of coolness measurement tools under Chinese context.(2)Perceptions of coolness in Chinese context is multidimensional social constructs composed of four factors: attractiveness,originality,subculture and usefulness,and the empirical results show that there is a cross-cultural difference between Chinese and Korean perception of coolness.(3)The paper reveals the relationship the four-dimensions of perception coolness: originality and usefulness have a significant positive impact on the attractiveness of the digital product;the originality has a significant positive impact on product subculture.(4)The perception of coolness,its four dimensions have directly or indirectly significant impact on consumer purchase intention.(5)The impact of various dimensions of perceived coolness on consumers ’purchasing intention is different.From the model’s total effect,the originality and usefulness have the same influence on consumers’ purchasing intention;subculture affecting purchase intention is second;the impact of attractiveness on purchase intention is the least impact.(6)Three dimensions of perceived product coolness,usefulness and attractiveness promote the implementation of consumer citizen behavior,and originality has a significant positive impact on customer behavior by entirely mediation effect of the attractiveness,the usefulness has a significant positive impact customer citizenship behavior by part mediation effect of the attractiveness. |
PDF Full Text Request