نویسندگان
1 استاد یار، گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران
2 کارشناس ارشد، گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، پردیس فارابی دانشگاه تهران، قم، ایران
3 دانشجوی دکتری، گروه مدیریت رفتاری، دانشکده مدیریت، دانشگاه خوارزمی، تهران، ایران
چکیده
امروزه شرکتهای با عملکرد برتر در صنعت گوشیهای همراه (موبایل) به دنبال ایجاد مزایای اضافی برای محصولاتشان بوده تا واکنشهای روانشناختی مطلوبی را در مصرفکنندگانشان شکل دهند. یکی از راههای ایجاد چنین مزایایی، توجه به نقش متغیر طرح محصول است. بر این اساس، این مطالعه به بررسی تأثیر طرح محصول بر واکنشهای رفتاری مصرفکنندگان با توجه به نقش تعدیلگری متغیرهای تجربه مصرف و درگیری محصول می‌پردازد. پژوهش حاضر از نظر هدف، کاربردی، از نظر محتوا، توصیفی - پیمایشی و از نظر افق زمانی، مقطعی است. جامعه آماری پژوهش شامل تمامی مصرفکنندگان گوشیهای همراه در شهر تهران بوده که با استفاده از روش نمونه‌گیری در دسترس تعداد 385 به‌عنوان اعضای نمونه انتخاب شدند. نتایج تحلیل آماری با استفاده از نرم‌افزار PLS نشان داد که تمامی ابعاد طرح محصول (زیبایی شناختی، کارکردی و نمادین) بر واکنشهای روانشناختی مصرفکنندگان تأثیر مثبت و معناداری دارند. نتایج فرضیهها در ارتباط با متغیر تعدیل‌گر تجربه مصرف نشان داد که تجربه مصرف در تأثیر تمامی ابعاد طرح محصول بر واکنشهای رفتاری مصرفکنندگان نقش تعدیل‌کنندگی دارد. نتایج همچنین نشان داد که درگیری محصول در تأثیر تمامی ابعاد طرح محصول بر واکنشهای رفتاری مصرفکنندگان نقش تعدیل‌کنندگی دارد. به منظور بهبود واکنشهای روانشناختی مصرفکنندگان گوشیهای همراه، توجه به طرح محصول و ابعاد سهگانه آن از اهمیت بالایی برخوردار است.
کلیدواژه‌ها
عنوان مقاله [English]
The Role of Product Design in Explaining Psychological Responses of Consumers: the role of Product Involvement and Consumption Experience
نویسندگان [English]
- Mohammad Rahim Esfidani 1
- Sajad Abdolahpour 2
- Farshid khamoie 3
چکیده [English]
Today, companies with superior performance in the mobile phone industry (Mobile) have sought to create additional benefits for their products to form favorable psychological responses in their consumers. In light of this, the present study is an attempt to examine the effect of product design in explaining psychological responses of consumers considering the moderating role of consumption experience and product involvement variables. In terms of the objective, the study is a descriptive work and survey in nature, an applied work in terms of usage, and a cross-sectional work in terms of time frame. Study population consisted of all consumers of mobile phones in Tehran. The sample group participants were selected through Convenience Sampling method. Statistical analyses were carried out in PLS and revealed that all aspects of product design (aesthetic, functional and symbolic) had a positive and significant effect on the psychological responses of consumers. The results of hypotheses in relation to the moderating variable of consumption experience showed that consumption experience had a moderating role in the impact of all aspects of product design on psychological responses of consumers. The results also showed that product Involvement had a moderating role in affecting all aspects of product design on consumer behavior responses. In order to improve the psychological responses of mobile phone users, it is important to pay attention to product design and its three dimensions.
کلیدواژه‌ها [English]
- product
- product design
- Consumption Experience
- Product Involvement
- Consumer
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