DESIGN NEWNESS EFFECTS ON CONSUMERS’ HEARTS AND MINDS, AND THE MODERATING ROLES OF INVOLVEMENT AND RISK PERCEPTIONS

Every product used in every part of daily life has a different design, and different product designs are accepted differently by consumers depending on their emotional and cognitive processes. These emotional reactions and cognitive evaluations have a significant impact on the way consumers experience the world, how they will respond to different stimuli, and how they will make their choices. This research aims to investigate the effects of product design newness levels on consumers’ approach/avoidance behaviors. The central premise of the study is that consumers’ emotional and cognitive evaluations, while they are faced with a prototypical, novel, or futuristic design, are strong determinants of their behavioral intentions. In addition, product involvement and perceived risk are expected to moderate the hypothesized relationships. Other studies focus on product design and emotion/cognition relationships, but none of them have concentrated on the effects of design newness levels on consumers and the roles of product involvement and perceived risk so far. The current study that has been designed to fill these gaps offers and empirically tests the hypothesized relationships with data collected from 750 usable questionnaires. As expected, the results are in support of the fact that consumers give more positive emotional and cognitive reactions to products with increasing design newness levels. On the other hand, product involvement is found to be not a moderator of design effects, but a significant driver of such emotional/cognitive evaluations. Finally, perceived risk is shown to play an important role in shaping the influence of cognition (but not emotions) on consumers’ approach behavior.

TASARIMDA YENİLİĞİN TÜKETİCİLERİN KALPLERİNE VE ZİHİNLERİNE ETKİLERİ İLE İLGİLENİM VE RİSK ALGISININ MODERATÖR ROLÜ

Hayatın her alanında kullanılan her ürün farklı bir tasarıma sahiptir ve tüketicilerin duygusal ve bilişsel süreçlerine bağlı olarak farklı şekillerde değerlendirilebilmektedirler. Bu bilişsel değerlendirmeler ve duygular bireylerin dünyayı nasıl deneyimledikleri, neye ne tepki verecekleri ve seçimlerini nasıl yapacakları üzerinde önemli bir etkiye sahiptir. Bu çalışmanın amacı ürün tasarımındaki yenilik seviyesinin tüketicilerin ürünlere yönelik eğilimlerini nasıl etkilediğini açıklamaktır. Çalışmada öne sürülen temel iddia, alışılagelmiş, yeni/farklı veya alışılmamış bir tasarımla karşılaşan tüketicinin bu uyarıcıya vereceği duygusal tepkinin ve yapacağı bilişsel değerlendirmenin ürüne yönelip yönelmeyeceğini belirleyeceği, fakat bu etkilerin aynı zamanda ürüne yönelik ilgilenim seviyesi ve algılanan risk seviyesine bağlı olacağıdır. Ürün tasarımını ve duygu-biliş ilişkisini inceleyen çeşitli çalışmalar bulunmakla birlikte, bu çalışmalardan hiçbiri farklı tasarım yenilik düzeylerinin tüketici üzerindeki etkilerine yönelmemiş; tasarım farklılıklarının ilgilenim düzeyi ve algılanan risk ile ilişkisini incelememiştir. Yazındaki bu boşluğu doldurmak üzere yürütülen bu çalışmada, ortaya konulan önerilerin test edilebilmesi için anket çalışması yapılmış ve toplam 750 kullanılabilir anket elde edilmiştir. Çalışmanın sonucunda, beklendiği üzere, ürün tasarımının yenilik seviyesi arttıkça tüketicilerin duygusal ve bilişsel tepkilerinin daha olumlu olduğu bulunmuştur. Ürün ilgilenim seviyesinin, tasarımın yaratacağı etkiyi değiştirmesi beklenirken, tasarımdan bağımsız başlı başına bir belirleyici unsur olduğu ortaya çıkmıştır. Algılanan risk seviyesinin ise duygusal tepkileri etkilememekle beraber bilişsel değerlendirmeler üzerinde anlamlı derecede etkili bir rol oynadığı gözlemlenmiştir.

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