新产品设计：概念、测量与后果-外文翻译.doc

1、浙 江 科 技 学 院本科毕业设计外文翻译(2017 届)题 目 现代椅子设计 学 院 艺术设计学院 专 业 产品设计 班 级 学 号 学生姓名 指导教师 完成日期 2016 年 12 月 5 日 外文原文（打印或复印）New Product Design: Concept, Measurement, and ConsequencesProduct design is a source of competitive advantage for companies and is an important driver of company performance. Drawing on an e

2、xtensive literature review and consumer interviews, the authors define product design and its dimensions. Using data from three samples (6,418 U.S. consumers and 1,083 and 583 European consumers), the authors develop and validate a new scale to measure product design along the dimensions of aestheti

3、cs, functionality, and symbolism. In addition, they investigate the impact of these design dimensions on purchase intention, word of mouth, and willingness to pay. The results indicate that the design dimensions positively influence willingness to pay and also have a positive effect on purchase inte

4、ntion and word of mouth, both directly and indirectly through brand attitude.Keywords: consumer behavior, product design, scale development, aesthetics, functionality, symbolismFifteen years ago companies competed on price. Today its quality. Tomorrow its design.Robert Hayes, Harvard University, 199

5、8roduct design is a source of competitive advantage for companies (Gemser and Leenders 2001; Noble and Kumar 2010). Recognizing that product designcan improve customer retention and thus increase company performance (Candi 2010; Hertenstein, Platt, and Veryzer 2005), practitioners have acknowledged

6、the significance of product design for a companys success. This importance holds especially true in todays marketplace because prod- uct design has become a principal means of making prod- ucts differentiable. The former chairman of Sony, Norio Ogha, underscored the weight of product design by com-

7、menting, “At Sony, we assume that all products of our com- petitors have basically the same technology, price, perfor- mance, and features. Design is the only thing that differentiates one product from another in the marketplace” (Peters 2005, p. 39).Given the relevance of product design in practice

8、, research has begun to address its merits (e.g., Bloch 2011;Christian Homburg is Professor of Marketing, Chair of the Marketing Department, and Director of the Institute for Market-Oriented Manage- ment, University of Mannheim (e-mail: homburgbwl.uni-mannheim.de). Martin Schwemmle is a doctoral stu

9、dent, Marketing Department, Univer- sity of Mannheim (e-mail: martin.schwemmlebwl.uni-mannheim.de). Christina Kuehnl is Assistant Professor, Marketing Department, University of Mannheim (e-mail: ckuehnlbwl.uni-mannheim.de). The authors thank the JM review team for their insightful suggestions during

10、 the review process, which improved this article considerably. They are also indebted to Thu Hoa Le, Dominik Leiner/SoSci Panel, and the student assistants involved in this project. The helpful comments of Monika Imschlo and Arnd Vomberg are also gratefully acknowledged. Rajkumar Venkatesan served a

11、s area editor for this article.Our study is an initial step in addressing the outlined gaps and makes two main contributions. First, we theoreti- cally develop and empirically validate a product category independent scale to measure product design as a three- dimensional construct. To do so, we foll

12、ow established scale-development procedures, use three data sets from dif- ferent countries, and show discriminant validity of our scale from the hedonic/utilitarian (HED/UT) scale (Voss, Span- genberg, and Grohmann 2003). Before describing the scale- development process, we theoretically derive the

13、 definition of product design and its dimensions through an extensive literature review, and we validate this definition through qualitative interviews with consumers. Although we employ visual product stimuli for the scale-development process, our scale is also applicable to situations in which con

14、sumers can experience products through other senses. Second, we apply the scale and investigate how the three dimensions of product design affect key outcomes of con- sumer behaviorpurchase intention, word of mouth (WOM), and willingness to pay (WTP). We also introduce brand attitude as a mediator.

15、Overall, we provide a scale for product design measurement that can be applied in practice and that advances research on product design.In addition to being theoretically relevant, our work is highly useful for practitioners in that it fosters a common understanding of what product design is,thus av

16、oiding communication problems within companies. Our threefold conceptualization emphasizes that product design is more than the products aesthetic aspects and shows that during the research-and-development (R Luchs and Swan 2011; Noble and Kumar 2010). Therefore, before developing a product design s

17、cale we offer a definition for product design. For this purpose, we follow the procedure of Luchs and Swan (2011). These authors identified a list of 168 articles on product design published between January 1995 and December 2008 in eight leading journals (Journal of the Academy of Market- ing Scien

18、ce, Journal of Business Research, Journal of Con- sumer Research, Journal of Marketing, Journal of Market- ing Research, Journal of Product Innovation Management, Management Science, and Marketing Science). Applying the same procedure for the literature search in the same selection of journals, we e

19、xtended this list by another 103 articles that were published between December 2008 and September 2014 (the original list is available online at http:/masonweb.wm.edu/productdesign; the list of addi- tional articles appears in Web Appendix W1). Our final set comprised 271 articles, of which 24 conta

20、ined a definition of product design (the articles and definitions appear in Web Appendix W2). In many of these definitions, design refers to a products properties or characteristics and/or holistic dimensions, with which atomistic properties can be combined (e.g., Bloch 2011; Luchs and Swan 2011; Or

21、th and Malkewitz 2008).However, the definitions differ with regard to the con- tent and number of dimensions. Bloch (2011, p. 378), for example, speaks of “utilitarian, hedonic, and semiotic bene- fits,” whereas Luchs and Swan (2011, p. 338) mention “form,” “function,” and “holistic properties of th

22、e inte- grated form and function.” We therefore reviewed the 271 articles again with a focus on possible dimensions of prod- uct design. We extracted 43 articles that contained some expression of the conceptualization of product design (a list of the 43 articles, the dimensions, and their definition

23、s appears in Web Appendix W3). We allocated all dimensions to six categories labeled according to the dimensions they contained: (1) aesthetics, (2) functionality, (3) symbolism,(4) shape, (5) ergonomics, and (6) others, which included dimensions that did not fit into the other five categories.The c

24、ategories and their corresponding dimensions appear in Web Appendix W4.In line with our aim of developing a parsimonious scale (Churchill 1979; Ramani and Kumar 2008; Rossiter 2002), we determined whether all six dimensions were needed for the conceptualization of product design, which constitutes t

25、he basis for our scale-development process. This examina- tion led to eliminating or summarizing some dimensions. We excluded shape, as this category refers to atomistic pro- cessing, which we do not consider for our product design measurement. Within the “others” category, only three dimensions wer

26、e mentioned twice, and we therefore excluded this category. Because the ergonomics category is closely related to functionality in that it “concerns the com- prehensibility and usability of a product, the suitability to perform and correctly to communicate its utilitarian func- tions” (Creusen and S

27、choormans 2005, p. 67), we sub- sumed it under functionality.The three resulting dimensions of product design are aesthetics, functionality, and symbolism. We refer to them as “design dimensions” in the following discussion. In line with previous scholars (e.g., Batra and Ahtola 1990), we propose th

28、at products have characteristics of all three design dimensions. That is, a product is not aesthetic or functional or symbolic but manifests all of these dimen- sions simultaneously to different extents.To examine whether consumers also conceive product design along these three literature-based desi

29、gn dimensions, we conducted qualitative interviews with consumers. We randomly selected two images of smartphones from a set of three and showed them to 28 consumers (57.8% female; mean age = 24.54 years). We asked them to select one smartphone and to describe the reasons that led to the selec- tion

30、. (More details on the stimulus selection, images of the stimulus products and interview questions appear in Web Appendix W5.) To show that the results are also valid forother product categories, we conducted interviews with an additional 32 consumers (53.13% female; mean age = 38 years). This time,

31、 we asked consumers to think of a product of their choice whose design they liked, to explain why they liked it, and to describe how the design of this product dif- fers from the design of other products within that product category. We provide the interview questions in Web Appen- dix W6. All inter

32、views were recorded and then transcribed.We analyzed the interviews following established pro- cedures of qualitative research (Strauss and Corbin 1998), conducting the procedures separately for the two sets of interviews. First, we gave the transcribed interviews to three coders who were not famili

33、ar with our research and did not know the three design dimensions. We provided a short briefing on the coding procedures and asked the coders to abstract the interviews to codes through line-by- line analysis. Second, we asked the coders to summarize the codes of the first step and allocate them to

34、different cate- gories. These categories were comparable for both sets of interviews with minor differences in terminology. Third, we checked whether the categories the coders had identified could further be meaningfully summarized. Apart from categories that referred to atomistic processing (e.g.,

35、color, size) and minor aspects that were not directly related to product design (e.g., price, ethics), we could allocate all remaining categories to our three design dimensions. Table 1 gives examples of quotations; Web Appendix W7 contains more details on codes and categories. In summary, the inter

36、- view analyses clearly demonstrate that consumers percep- tions of product design align with our literature-based design dimensions.译文（外文原文不少于 10000 个印刷符号，或译文不少于 2000 汉字）：新产品设计：概念、测量与后果产品设计是企业竞争优势的源泉，是企业绩效的重要驱动力。在广泛的文献回顾和消费者访谈，定义产品设计和它的尺寸。使用三个样本（6418 美国消费者和 1083 和 583 欧洲消费者）的数据，作者开发和验证一个新的规模来衡量产品设计

37、的尺寸，美学，功能和象征。此外，他们调查的影响，这些设计尺寸对购买意向，口碑，并愿意支付。结果表明，设计维度正向影响薪酬意愿，并通过品牌态度直接和间接的影响购买意愿和口碑。关键词：消费者行为，产品设计，规模发展，美学，功能，象征十五年前公司在价格上竞争。今天是它的质量，明天就是设计。- Robert Hayes，哈佛大学，1998 产品设计是企业的一种竞争优势的来源（Gemser 和林德斯 2001；贵族和库马尔 2010） 。认识产品设计可以提高客户保留率，从而提高公司绩效产品设计对一个公司的成功的意义。这是特别真实的重要性，在今天的市场上，因为产品质量的设计已成为一个主要的制造产品的可微的

38、手段。索尼前主席 Norio Ogha，强调产品设计的重量由 COM 的门庭， “在索尼，我们假设所有的产品我们公司竞争对手有着基本相同的技术、价格、性能和功能性能。设计是唯一的东西来区分一个产品从另一个市场（彼得斯2005，第 39 页） 。鉴于产品设计在实践中的相关性，研究已经开始解决它的优点（例如，布洛赫 2011；Christian Homburg 教授市场营销，营销部门的主席和主任的以市场为导向的管理发展学院、曼海姆大学（电子邮件：洪堡黑翼。曼海姆大学。de） 。Martin Schwemmle 是一个博士生，营销部门，普遍性曼海姆（电子邮件：马丁。schwemmle 黑翼。曼海姆大

39、学。de） 。Christina Kuehnl 是市场部的助理教授，曼海姆大学。作者感谢 JM 审查小组在审查过程中，他们的精辟的建议，这大大提高了这篇文章。他们也感谢清华 Hoa Le，Dominik Leiner / sosci 面板，并参与该项目的学生助理。Monika Imschlo 和与 vomberg 有益的意见表示感谢。Rajkumar Venkatesan 作为本文地区编辑。我们的研究是在解决的概述差距的第一步，并作出两个主要贡献。首先，我们从理论上开发和验证一个产品类别独立的尺度来衡量产品设计为一三维构造。为此，我们遵循既定的开发程序，使用三个数据集来自不同国家和不同，显示从

40、享乐主义/功利主义的区分效度（HED / UT）规模（Voss，跨哥恩博格，和 Grohmann，2003） 。在描述规模发展的过程中，我们通过大量的文献综述从理论上推导出产品设计的定义和尺寸，并通过定性访谈来验证这个定义。虽然我们采用视觉产品刺激的规模发展过程中，我们的规模也适用于消费者可以通过其他感官体验产品的情况下。其次，我们应用规模，探讨产品设计的三个维度影响消费者购买意愿和行为的主要成果，口碑（WOM） ，和支付意愿（WTP） 。我们还引入品牌态度作为调解人。总体而言，我们提供了一个规模的产品设计测量，可应用于实践和产品设计的研究进展。除了理论上是相关的，我们的工作是非常有用的从业者

41、，它促进了一个共同的了解什么产品设计，从而避免公司内部的沟通问题。我们的三概念强调产品设计不仅仅是产品的审美方面和显示的研究与发展（RD）过程中，学科的初步团队应包括在功能性和象征性的维度专家。从业者可以很容易地使用我们的规模，这是基于这个概念，在实地和网上研究。规模不需要产品的经验，因此也有价值在产品开发的早期阶段，如测试的原型或产品等概念。最后，规模也有助于对产品设计的标杆产品，在公司内部和竞争对手的产品，给管理者提供数据的权利、设计费用。产品设计的定义据我们所知，文献中没有得到广泛的认可和产品概念设计及其维度定义产品的声音可以被转移到一个规模和应用范围广泛的产品类别（布洛赫 2011；山

42、猫和天鹅 2011；贵族和库马尔 2010） 。因此，在开发产品设计规模之前，我们提供了产品设计的定义。为此，我们遵循山猫和天鹅的过程（2011） 。这些作者鉴定了一系列 168 篇文章对产品设计发表于一月 1995 和十二月 2008 之间八大期刊（学院的市场杂志科学，商业研究期刊和苏美尔的研究，市场营销，市场研究期刊杂志、产品创新管理、期刊管理科学，和市场营销学） 。应用程序在同一选择期刊文献检索，我们扩展这个列表的另一个 103 篇文章，十二月 2008 和九月 2014 年间发表的。我们最后一组包括 271 篇文章，其中包含 24 个产品设计定义。在这些定义，设计指的是产品的特性和/或整体尺寸的特点，与原子的属