| Abstract: | Study on the product characteristics from the perspective of emotional design -An example of smartphones
Abstract
With the emotional design theory, this study probes into the relationship between emotional design and product features. First, it proposes an “ideological architecture of emotional design for product features” in the literature review. Second, a demonstrative investigation into the relationship among emotional design, product feature and purchase intention is done among college students. Third, the opinions, which are expressed in the expert interview and the focus group interview, are summarized to revise and confirm the theoretical architecture.
The quantitative and qualitative methods are adopted in this study. The results of the quantitative research are as follows: (1) the emotional design of smart phones is in a positive relationship to product feature; (2) the emotional design of smart phones has significant positive effects on the use of smart phones; (3) the emotional design of smart phones has significant positive effects on the value of use; (4) the product feature of smart phones has significant positive effects on the use of smart phones; (5) the product feature of smart phones has significant positive effects on the value of use; (6) the emotional design of smart phones has significant positive effects on purchase intention; (7) the product feature of smart phones has significant positive effects on purchase intention; (8) the use of smart phones is the mediated variable between emotional design and purchase intention and has some mediating effects; (9) the use of smart phones is the mediated variable between product feature and purchase intention and has some mediating effects; (10) the value of use of smart phones is the mediated variable between emotional design and purchase intention and has some mediating effects; (11) the value of use of smart phones is the mediated variable between product feature and purchase intention and has some mediating effects.
In the qualitative analysis, three dimensions can be induced: (1) “demand for use” which includes lower price, interpersonal relationship, and functional satisfaction; (2) “demand for emotion” which includes representativeness and uniqueness, brand superiority, fashion pursuit, and self identity; (3) “demand for brand” which includes cost performance, sense of belonging, and brand satisfaction.
By combining the quantitative and qualitative results, this study has demonstrated that user demand has changed from functional satisfaction into the satisfaction with the emotional design and symbolic meaning of products. Because of the change, cell phone developers have switched their attention to emotional design and visual aesthetic sense, with the hope of shaping “product features” with “emotional design” and thus influencing the use of smart phones, the value of use, and purchase intention. |
