원문정보
초록
영어
Product designs play a very important role in the purchasing decision-making process of consumers. Therefore, this study aims to examine how the two factors of product design, "form" and "function," affect consumers' price sensitivity and its mechanism through experimental research. In experiment, this study shows that aesthetically designed products lower the price sensitivity of consumers, while functionally designed products increase the price sensitivity of consumers. In addition, this study indicates that this effect is caused by consumers' emotional state. To be more specific, this study suggests that aesthetically designed products lower price sensitivity by generating consumers' high-arousal emotion, while functionally designed products increase price sensitivity by causing consumers' low-arousal emotion. Finally, this study intends to discuss the theoretical significances and practical implications of the experimental results.
목차
Ⅰ. Introduction
Ⅱ. Conceptual Background
1. Product Design
2. Hedonic vs. Utilitarian Benefits from Product Design
3. Emotions and Consumer Price Sensitivity
Ⅲ. Methodology
1. Pretest for Stimulus Selection
2. Main Experiment
3. Manipulation Checks
4. Aesthetic and Functional Design
5. Mediation Analysis
6. Discussion
Ⅳ. GENERAL DISCUSSION
1. Theoretical Implications
2. Practical Implications
3. Limitations
참고문헌
Appendix(Experiment Stimulus)