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DC Field | Value | Language |
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dc.contributor.author | Chen, C | - |
dc.contributor.author | Zhang, D | - |
dc.contributor.author | Lu, K | - |
dc.contributor.author | Wang, CL | - |
dc.date.accessioned | 2021-11-22T18:04:02Z | - |
dc.date.available | 2021-11-22T18:04:02Z | - |
dc.date.issued | 2021-10-24 | - |
dc.identifier.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. | en_US |
dc.identifier.issn | 1061-0421 | - |
dc.identifier.uri | https://bura.brunel.ac.uk/handle/2438/23592 | - |
dc.description.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. | - |
dc.description.sponsorship | National Natural Science Foundation of China (71972055; 71672044). | en_US |
dc.format.extent | 744 - 760 (17) | - |
dc.format.medium | Print-Electronic | - |
dc.language.iso | en | en_US |
dc.publisher | Emerald | en_US |
dc.rights | 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. | - |
dc.rights.uri | https://creativecommons.org/licenses/by-nc/4.0/ | - |
dc.subject | user design | en_US |
dc.subject | perceived self-improvement | en_US |
dc.subject | perceived uncertainty | en_US |
dc.subject | brand strength | en_US |
dc.subject | mental accounting | en_US |
dc.title | User design as a double-edged sword: Exploring perceived self-improvement and uncertainty in purchasing utilitarian products | en_US |
dc.type | Article | en_US |
dc.identifier.doi | https://doi.org/10.1108/JPBM-04-2021-3438 | - |
dc.relation.isPartOf | Journal of Product and Brand Management | - |
pubs.issue | 5 | - |
pubs.publication-status | Published | - |
pubs.volume | 31 | - |
dc.identifier.eissn | 2054-1643 | - |
dc.rights.holder | Emerald Publishing Limited | - |
Appears in Collections: | Brunel Business School Research Papers |
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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 |
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