The Role of Product Design in Explaining Psychological Responses of Consumers: the role of Product Involvement and Consumption Experience

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ESFIDANI MOHAMMAD RAHIM; Abdollahpour Sajad; KHAMOIE FARSHID

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Journal: Management Research in Iran Year:2019 | Volume:23 | Issue:3 Page(s): 105-127

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Information Journal Paper

Title

The Role of Product Design in Explaining Psychological Responses of Consumers: the role of Product Involvement and Consumption Experience

Author(s)

ESFIDANI MOHAMMAD RAHIM | Abdollahpour Sajad | KHAMOIE FARSHID | Issue Writer Certificate

Keywords

product designQ2

Consumption ExperienceQ1

Product InvolvementQ1

ConsumerQ2

Abstract

Today, companies with superior performance in the mobile phone industry (Mobile) have sought to create additional benefits for their products to form favorable psychological responses in their Consumers. In light of this, the present study is an attempt to examine the effect of product design in explaining psychological responses of Consumers considering the moderating role of Consumption Experience and Product Involvement variables. In terms of the objective, the study is a descriptive work and survey in nature, an applied work in terms of usage, and a cross-sectional work in terms of time frame. Study population consisted of all Consumers of mobile phones in Tehran. The sample group participants were selected through Convenience Sampling method. Statistical analyses were carried out in PLS and revealed that all aspects of product design (aesthetic, functional and symbolic) had a positive and significant effect on the psychological responses of Consumers. The results of hypotheses in relation to the moderating variable of Consumption Experience showed that Consumption Experience had a moderating role in the impact of all aspects of product design on psychological responses of Consumers. The results also showed that Product Involvement had a moderating role in affecting all aspects of product design on Consumer behavior responses. In order to improve the psychological responses of mobile phone users, it is important to pay attention to product design and its three dimensions.

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APA: Copy

ESFIDANI, MOHAMMAD RAHIM, Abdollahpour, Sajad, & KHAMOIE, FARSHID. (2019). The Role of Product Design in Explaining Psychological Responses of Consumers: the role of Product Involvement and Consumption Experience. MANAGEMENT RESEARCH IN IRAN (MODARES HUMAN SCIENCES), 23(3 ), 105-127. SID. https://sid.ir/paper/372808/en

Vancouver: Copy

ESFIDANI MOHAMMAD RAHIM, Abdollahpour Sajad, KHAMOIE FARSHID. The Role of Product Design in Explaining Psychological Responses of Consumers: the role of Product Involvement and Consumption Experience. MANAGEMENT RESEARCH IN IRAN (MODARES HUMAN SCIENCES)[Internet]. 2019;23(3 ):105-127. Available from: https://sid.ir/paper/372808/en

IEEE: Copy

MOHAMMAD RAHIM ESFIDANI, Sajad Abdollahpour, and FARSHID KHAMOIE, “The Role of Product Design in Explaining Psychological Responses of Consumers: the role of Product Involvement and Consumption Experience,” MANAGEMENT RESEARCH IN IRAN (MODARES HUMAN SCIENCES), vol. 23, no. 3 , pp. 105–127, 2019, [Online]. Available: https://sid.ir/paper/372808/en

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