The Research On Influence Of Product Design On Consumer Referral Intention

The research of product design is a concerned topic for domestic and overseas.There is no deep integrated research of product evaluation and product sentiment which are triggered by product design.Particularly,consumers' response to product design of different product categories has not received reasonable exploration and explanation.Nevertheless,these will affect the product design practice and consumer behavior intention.Therefore,to study the effect of product design for consumer behavior intention mechanism,and compare the differences between different product categories can not only make up for the inadequacy of existing research,but also has certain significance for enterprises to carry out product design practice.Based on cognitive appraisal theory and information processing theory,the research regarded product evaluation and product emotion as mediators,took consumers' need for uniqueness as moderator to build a conceptual model about the mechanism of product design on consumer referral intention.Selected durable goods as the object,we collected a total of 886 valid date from six cities in the eastern,central and western regions in China,adopted Spssl9.0 and Amos17.0 data analysis software,as well as the descriptive statistics,structural equation model,regression analysis and Bootstrap to empirically test the model.The results indicated that(1)the aesthetic,functional and symbolic dimensions of product design have significantly positive influence on product evaluation and product emotion;(2)product evaluation and product emotion would respectively and jointly mediate the influence of three dimensions of product design on referral intention,the joint mediation effect of product evaluation and product emotion is notably than its independent mediation effect;(3)consumers' need for uniqueness significantly negative moderate the positive effect of product evaluation on the consumers' product emotion and referral intention;(4)the aesthetic and symbolic dimensions of hedonic durable goods(vs.utilitarian durable goods)have more significantly positive impact on product evaluation and product emotion,but no significant difference in the effect of functional dimension.