Articlegold2019

Design Perceptions for 3D Printed Accessories of Digital Devices and Consumer-Based Brand Equity

23 citations0/0 files storedFrontiers in Psychology

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Consumer Behavior in Brand Consumption and Identification Innovative Human-Technology Interaction Color perception and design

Abstract

Drawn on means-end theory and relationalism, this study investigates the impact of 3D printed branded accessories' design perception on consumer-based brand equity (CBBE). In addition, how experiential value mediates the relationship between product design perception and CBBE. Based on a random sampling approach, the present study collected 535 3D printed branded accessories users' responses through social media (WeChat). The data were analyzed through partial least squares, structural equation modeling (PLS-SEM) approach, smart PLS-3. The results reveal that two dimensions of design perception (functional and kinesthetic) have a significant impact on CBBE. However, design perception (visual) has failed to impact significantly on CBBE. The experiential value significantly mediates the relationship between all dimensions (visual, functional, and kinesthetic) of design perception and CBBE. This study concludes that experiential value/user experience is an inevitable mediator between product design perception and CBBE. The implication and limitations of this study are discussed in the last section of this study.

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References

2015A primer on partial least squares structural equation modeling (PLS-SEM)1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1981Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics 1981Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics 2001Consumer perceived value: The development of a multiple item scale 2000Structural Equation Modeling and Regression: Guidelines for Research Practice 2013Partial Least Squares Structural Equation Modeling: Rigorous Applications, Better Results and Higher Acceptance 1991Why we buy what we buy: A theory of consumption values

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