Please use this identifier to cite or link to this item:
http://bura.brunel.ac.uk/handle/2438/23592
Title: | User design as a double-edged sword: Exploring perceived self-improvement and uncertainty in purchasing utilitarian products |
Authors: | Chen, C Zhang, D Lu, K Wang, CL |
Keywords: | user design;perceived self-improvement;perceived uncertainty;brand strength;mental accounting |
Issue Date: | 24-Oct-2021 |
Publisher: | Emerald |
Citation: | Chen, C. et al. (2022) 'User design as a double-edged sword: exploring perceived self-improvement and uncertainty in purchasing utilitarian products', Journal of Product and Brand Management, 31 (5), pp. 744 - 760. doi: 10.1108/JPBM-04-2021-3438. |
Abstract: | Purpose: This paper aims to examine the effects of design sources (user design vs. company design) on customers’ perceived value (perceived self-improvement and perceived uncertainty) and consequently purchase intention, as well as the moderating effect of brand strength in the context of purchasing utilitarian products. Design/methodology/approach: Two studies were conducted. Study 1 used a laboratory experiment (n = 160) to test the effects of design sources on perceived self-improvement, perceived uncertainty and purchase intention. Study 2 used an online experiment (n = 312) to examine the moderating effect of brand strength. Findings: The results showed that user design is a double-edged sword for companies. Compared with company design, user design is associated with stronger self-improvement and uncertainty as perceived by customers. Perceived self-improvement is positively related to purchase intention, while perceived uncertainty undermines purchase intention. Moreover, for weak brands, perceived self-improvement is significantly stronger in user design than company design, while for strong brands, this relationship is not significant. Originality/value: This paper draws on mental accounting theory to study the perceived benefits and risks of user design of utilitarian products, and highlights the double-edged effects of user design on customers’ perceived value and purchase decision. The findings provide more rounded insights on user design of utilitarian products, complementing the one-sided view of customers’ positive perceives of user design in unclassified product categories. |
URI: | https://bura.brunel.ac.uk/handle/2438/23592 |
DOI: | https://doi.org/10.1108/JPBM-04-2021-3438 |
ISSN: | 1061-0421 |
Appears in Collections: | Brunel Business School Research Papers |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
FullText.pdf | This article has been published in a revised form in Journal of Product and Brand Management, [https://doi.org/10.1108/JPBM-04-2021-3438]. This version is free to view and download for private research and study only. Not for re-distribution or re-use. Copyright © 2021, Emerald Publishing Limited. | 853.88 kB | Adobe PDF | View/Open |
This item is licensed under a Creative Commons License