The effect of new product design and innovation on South Korean consumer’s willingness to buy

Abstract

Purpose The purpose of this paper is to examine how consumers’ willingness to buy is influenced by two essential design elements: form and functional design. Form design refers to appearance and can be categorized as typical or non-typical. Function design relates to product features and can be the basis of whether a new product is perceived as a radically new product (RNP) vs an incrementally new product (INP). An interaction between form (typical vs non-typical) and function (RNP vs INP) was hypothesized and examined based on consumers’ knowledge of a product category and level of technological innovativeness. Design/methodology/approach Two between subject experiments were conducted in which two factors were manipulated (2×2 ANOVA): the degree of technological innovation (RNP vs INP) and form (more typical vs less typical). Findings Findings reveal that form design has a minimal impact on consumers’ evaluations of INPs, but less typical form design is preferred over typical form design for RNPs. Moreover, form design matters more to consumers who are technologically more innovative (vs less innovative) and more knowledgeable (vs less knowledgeable). Practical implications The managerial implications are multiple. Depending on the degree of the technological innovation, new design form can be strategically aligned to the function of a new product to increase perceived value – an effect observed among South Korean consumers that we anticipate will extend upon other cultures high in uncertainty avoidance. Originality/value This research will shed some light on an area of marketing that has been previously under-researched: form-based design in global innovation diffusion focusing on Asian countries and provide a more systematic approach to the empirical studies of form design issues in global marketing. This research extends the current design and innovation literature by examining the two dimensional types of design (visceral form and functionality) and potential moderators: degree of product innovation (RNP vs INP), consumer innovativeness, and consumer knowledge.

Linking product design to consumer behavior: the moderating role of consumption experience

“… 1 , 2 , 10 Functional product design refers to the basic functionality of a product and/or what a product is supposed to do. 4 – 5 For example, the functionality of the cell phone is to make and receive telephone calls and short message services, while the functionality of the wristwatch is to determine the time of day. Similarly, the aesthetic design refers to the perceptions of a beauty 2 or physical appearance of a product.…”

“… 1 – 3 Functional product design refers to the basic functionality of a product and/or a product’s intended purpose. 1 , 4 , 5 Similarly, the symbolic design focuses on the specific meanings or signs that communicate status, self-image, and/or social roles on the basis of visual elements. 1 – 2 Product design has been recognized as one of the prominent determinants of companies’ competitive advantage and the driver of performance.…”

“… 1 – 2 Product design has been recognized as one of the prominent determinants of companies’ competitive advantage and the driver of performance. 1 , 6 , 7 Recognizing that superior design can differentiate products by creating and communicating value to customers, thus improving customer acquisition and retention, 5 , 7 both brand managers and design researchers have noted the importance of product design and have linked superior design to new product success. 2 Therefore, product design significantly affects consumer evaluation of a product.…”

“…Marketing scholars view the consumption experience as an interaction of the consumer with the product that is at once pleasurable, memorable, and meaningful. 12 – 14 Prior research has tested moderating variables, such as product innovation, consumer knowledge, 5 loyalty intentions, 15 individual tastes/preferences, situational factors, 2 and heterogeneity, on the relationship between the three product design dimensions and customer satisfaction. 16 However, consumption-specific moderators (e.g., the consumption experience) have been neglected in the product design literature.…”

“…Third, cultural background is one of the strong determinants of consumers’ perceptions of product design, 2 , 5 and it is important to explore the influence of culture on consumers’ evaluations of product design from a global perspective. Therefore, using a sample of Chinese and South Korean consumers, this study contributes to the literature by exploring the effect of product design dimensions on consumer WTB and WOM in collectivistic countries.…”